Coalition of Impact Frontrunners Takes Concrete Shape

The Power of Creativity for Positive Change

In Amsterdam, the creative communications sector is at the wheel of stories that reach millions of people — and therefore also at the wheel of social change. An agency influences not only how its own team works or how campaigns take shape, but also the values that clients champion and that ultimately seep into the public sphere. With every story and every campaign, they thus contribute, consciously or unconsciously, to the question of whether we're moving towards an economy driven by impact — or holding on to business as usual.

"Particularly in a period of highly challenging social and technological developments, creative communications agencies can make all the difference in the transition to a fair, inclusive and sustainable economy. They are the link between brand and society and can exert their influence on both the advertiser and the consumer. The way in which you, as an agency, shape this transformative role within the daily reality of pitches and financial targets is no easy feat. Collaboration strengthens the social impact you make as an agency and as a sector."

Ellen Oetelmans – Amsterdam Impact, City of Amsterdam

For this initiative, Amsterdam Impact is working with creative change agency BR-ND People. With their extensive network in the creative communications sector and expertise in the field of positive change, they form the ideal partner for this project:

"Every agency feels the tension between commercial objectives and social responsibility. The question isn't whether we should make an impact, but how we organise it. This initiative is on track to provide the answer. Our role is to help translate 'good intentions' into something workable and collective, with the mission in mind."

Alexander Koene – BR-ND People

From Ideas to Action

In November, we started with the question: how can we, as a creative sector, make real impact? — in collaboration with lecturers and students from the Amsterdam University of Applied Sciences and organisations such as VIA, the industry platform for media, data, creativity and tech, and the Foundation for Scientific Research on Commercial Communication (SWOCC).

During the session in January, the group also touched upon the bigger question: what should this coalition ultimately be — and what can it become? The precise answer is unfolding through the co-creative process, but the shared ambition is clear: to grow into a lasting movement. A movement that demonstrates the strength of Amsterdam's creative communications sector: creativity that creates both economic and social value.

Now, two months later, around fifteen agencies are working together on developing three promising concepts. Practical levers with which we can accelerate impact — in our sector, with our clients, and for the city of Amsterdam.

The next step is to clarify which partners and alliances are needed to work together in ecosystems and realise positive impact. The coalition doesn't want to be an exclusive club: every agency with serious impact ambitions is welcome to join in and participate. The frontrunners are giving the starting signal, with the ambition to let the coalition grow until impact is the norm — and we are, in effect, all frontrunners.

"We could organise a one-off activity or event together. But it's stronger to think more strategically and ask ourselves: how can we influence our entire sector so that ultimately we also help our clients make more impact?"

Leontine Gast – The Terrace

Are you working at a creative communications agency in Amsterdam and do you want to contribute to more positive impact? The initiative is open to agencies that want to lead the way in the transition to a more sustainable and inclusive sector. For more information: impact@amsterdam.nl

This initiative is part of Amsterdam Impact's broader mission to help entrepreneurs within and beyond the municipality to increase their social impact and contribute to a fair, social and sustainable city.