Case study: McCann

Launched in 2020, the Sustainable Development Goals (SDG) Global Practice is a sustainability-focused consultancy unit within McCann Worldgroup, staffed by leaders in the field, experts, and passionate advisors across the globe.

The practice was created to equip and advise client partners and leaders within McCann organisations with the right tools and thought leadership. McCann Worldgroup believes that sustainability strategic decision making unlocks growth in a rapidly changing environment, amplifies the people’s voices, and has the potential to identify unmet needs to guide product, brand and business development. The SDG Global Practice provides creative and strategic problem-solving capabilities to harness creativity and positively impact the world.

Measuring their contribution to the SDGs, McCann Worldgroup found that 61% of 120 pieces of their award-winning creative solutions (2018/2019/2020) met one or more goal. Auditing creative in this way has also enabled McCann Worldgroup to assess how well they represent each of the different SDGs. For example, Goal 3: Good Health and Well-Being had 24 creative solutions against it, while other goals such as Clean Water & Sanitation and Affordable & Clean Energy had fewer. This approach helps identify areas where the agency network can apply strategic and creative firepower in the future.

In addition to considering the influence its output has on people and the planet, McCann has also taken a number of steps to make its operations greener. In September 2020 McCann Worldgroup opened its first Sustainable Campus in London, which has benefits such as 100% renewable electricity, BREEAM & LEED certifications, green vendors & contracts, and a landlord with a net zero by 2030 carbon commitment. This will include the introduction of ‘green gas’ in the next 12 months.