TBWA is on a mission to influence people's lives for the better

Making advertising part of the solution in the future of the planet

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Dubai, United Arab Emirates
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Santiago Cuesta

Global collective, TBWA, is helping companies develop sustainable brand propositions that drive a healthier planet, people and profit. We had a chance to chat with Santiago Cuesta, Executive Creative Director at TBWA\RAAD, on using creativity to create a more sustainable world.


How are you advising clients on sustainable messaging and product development? 

Our clients understand the substantial impact and influence they have over people's behaviors. We constantly emphasize to them the growing trend where more individuals opt for brands with a clear purpose and a commitment to sustainability, particularly among the younger generations. Additionally, we present proactive ideas related to these themes, including suggestions for product development and innovation.  

In what ways can agencies help promote sustainable practices and drive meaningful change towards environmental protection?

 Sustain by TBWA, it’s one of the products that are offered by our collective. A tool to help companies develop sustainable brand propositions that drive a healthier planet, people and profit.  

We provide advice to our clients regarding the 17 Sustainable Development Goals (SDGs), a collection of global objectives set by the United Nations in 2015 as part of the 2030 Agenda, and guide them on how to activate these goals through sustainability strategies, purpose & impact workshops, innovation, and partnerships.

What is your POV on advertising’s responsibility to take action in shifting consumer preferences towards eco-conscious practices, brands, and products?

With great power comes great responsibility, and advertising has immense power to influence people's lives. At this critical point in the planet's history, no one can ignore their vital role in the future of the planet. Our industry, worth two trillion dollars a year, is influencing almost every carbon emission, and we have a unique opportunity to help change the world for the better. But this can only happen if we truly believe and act on it, not just ticking a box on the agenda. We are in the business of creativity and ideas, and we need to ensure that a significant percentage of those ideas are focused on creating a more sustainable world for everyone. It's all up to us – we decide if advertising is part of the problem or part of the solution.