

THE #ChangeTheBrief ALLIANCE FACULTY
The Alliance is working with a collective of industry leading peers. Diverse, thought provoking, experienced individuals, whose work, reputation and skill sets push sustainability and define their categories. These experts recognise the potential of the advertising industry to direct its creativity and communication skills to shift behaviours in society to be in line with a zero-carbon world.
Each Alliance faculty member has been recruited to deliver on demand training modules in Level 1 and be available for live workshops in Level 2.
OUR EXPERTS
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Rachel Arthur
Sustainable Fashion Consultant
Rachel is a sustainability consultant and writer dedicated to actioning systems-level change within the fashion industry. In this role, she advises businesses including Google, United Nations Environment Programme and the British Fashion Council's Institute of Positive Fashion.
She is an award-winning business journalist having contributed to heavyweight titles as varied as Wired, Business of Fashion, Vogue Business, NY Times, Guardian and more. Rachel has delivered a TEDx talk about the role tech needs to play to enable a more environmentally sustainable fashion industry, and was recently named in Glamour’s list of 30 people changing the face of fashion.
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Caroline Davison
Managing Director & Sustainability Lead, ELVIS
With over 20 years’ experience in advertising and a passion for driving forward the sustainability agenda, Caroline is currently spearheading ELVIS’ commitment to becoming a B Corp, helping their people and clients transition to business models that have social and environmental change at their heart. She’s an active member of Purpose Disruptors – a network of advertising insiders who are looking to drive a visible, bottom-up movement to meaningfully tackle climate change and a member of the Reclaiming Agency 2020 cohort, a leadership programme for driving positive change within the industry.
In October 2020 Caroline co-authored: ‘Ecoffectiveness: the missing measure in a climate crisis’ alongside Ben Essen, CSO at Iris Worldwide. This critical piece of work identifies the need for the advertising industry to take full responsibility for the carbon impact associated with the uplift in sales it is responsible for, and provides a practical framework for agencies and clients to work within.
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Ben Essen
Chief Strategy Officer, Iris
As the Chief Strategy Officer of global creative, strategy and innovation network Iris, Ben works to excite progressive action for clients including Samsung, Starbucks and Adidas. Ben has been a member of the Purpose Disruptors since 2019, tackling climate denial in the advertising industry through the Create and Strike and Great Reset movements. He is an alumni of the IPA Effectiveness Council and was awarded the Admap prize for his thinking on data and creativity.
In October 2020 Ben co-authored: ‘Ecoffectiveness: the missing measure in a climate crisis’ alongside Caroline Davison, MD & Sustainability Lead at ELVIS. This critical piece of work identifies the need for the advertising industry to take full responsibility for the carbon impact associated with the uplift in sales it is responsible for, and provides a practical framework for agencies and clients to work within.
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Paddy Loughman
Paddy Loughman - Independent Strategist, Narrative Change Practitioner
Paddy works independently on various efforts to face and encourage change.
Co-founder of Stories For Life and the Reset Narratives Community, he spent two years with the UNFCCC Climate Champions for COP26, after a decade as a brand strategist, innovation consultant and market researcher. He also regularly speaks about climate and change for the marcomms industry.
Paddy takes endless steps to better understand and encourage change, as he continues to work with and advise organisations, funders and campaigns, from the high-level institutional to corporate and grassroots. He is currently exploring how communication and imagination can help us awaken to what science and wisdom traditions reveal about the nature of reality, and the potential of a more viable and beautiful world.
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Rob McFaul
Co-founder, Purpose Disruptor
Rob is a co-founder of the Purpose Disruptors. His work is focussed on supporting the advertising industry to direct its creativity and strategic firepower to address the climate and ecological emergency.
He was a founding member of the Advertising Association Climate Action Working Group, which led to the development of the Ad Net Zero initiative. He chairs the IPA Climate Charter, which brings media agencies together to support their transition to a zero-carbon future.
At Mindshare he co-created GroupM Mission Zero, a group that brings all GroupM agencies to work together on sustainability transformation.
Rob studied Sustainability Management at the University of Cambridge Institute for Sustainability Leadership and is an alumni of Reclaiming Agency. He lives in rural Somerset with his young family.
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Hannah Nascimento
Digital Impact and Sustainability Director, Consumer, BT Group
Hannah has fifteen years’ experience in sustainability consulting, with a long stint in agencies helping b2b and b2c clients across a range of industries to make meaningful progress in sustainability. Working on strategy, engagement and innovation projects, she works to find ways to create change from within, embedding sustainability into the heart of decision making, business models and performance.
She lives in Brighton with her husband and two energetic small children.
In her role at BT Group – one of the world’s largest telecoms companies – she helps EE, BT and Plusnet make sustainability part of their brands and customer offer, all while ensuring that consumer division has the right systems, initiatives and mindset to bake circularity and sustainability into its core. This includes ensuring that the consumer brands are a driving force in delivering the net zero and circularity goals set by the Group.
Hannah is currently wrapping up an MBA in the Circular Economy, with her dissertation focusing on how we need to focus as much on inner sustainability, and the adoption of new beliefs, behaviours and habits, to drive forward progress on sustainability as we do on external intervention points such as consumer behaviour change, policy or technology. Her MBA has supported her focus on making sustainability a people led agenda, and is something that she brings into her work on a daily basis.
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Richard Profit
Business Sustainability consultant and MD, Cool Farm Alliance
Richard is a sustainability consultant with 25 years of experience drawn from international operational roles in consultancy, PepsiCo and the British Army. He focuses on identifying meaningful sustainable strategies that create positive impact for individuals and organisations based on catalysing change within complex organisations and systems and seeking to harness the collective wisdom, insight and experience from within that system.
He holds an MSc in Sustainability & Responsibility, is a facilitator and coach, bush-craft practitioner, Hill and Moorland Leader and wilderness first-aider who has participated on a number of wilderness expeditions taking him to Africa, South America and the North Pole.
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Morag Watson
Director of Policy, Scottish Renewables
Morag is a specialist in behaviour change and learning for sustainability with over twenty years’ experience, and is Director of Policy for Scottish Renewables. As policy officer with WWF Morag led the Natural Change Project. She has advised the Scottish Government on sustainable development, climate change and education, and worked as a learning for sustainability adviser to UNESCO.
She has a BSc (Hons.) in Geoscience and is a qualified Hill and Moorland Leader. She lives in a self-built eco-house in Dunblane, Scotland.
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Jonathan White
Climate Programme Lawyer, ClientEarth
Johnny is a lawyer in the Accountable Corporations team in ClientEarth. His work focusses on exploring and implementing legal strategies to tackle greenwashing, as a barrier to decarbonisation.
Before joining ClientEarth, Johnny worked at the international law firm Clifford Chance for nine years, specialising in high value commercial and financial disputes and in international human rights law. He has also worked for human rights strategic litigation groups, and has a particular interest in corporate social responsibility and accountability.
He was awarded the highest mark in his year at the LLM in Advanced Public International Law from Leiden University in the Netherlands. He is qualified as a solicitor in England and Wales. Before training as a lawyer, he studied History at York University.
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Joanna Yarrow
Founding Partner, M&C Saatchi Life
Joanna is an internationally recognised expert in sustainable living, with 25 years’ cross-sectoral experience in strategic leadership, organisational change & development, communications & engagement, innovation & co-creation.
At M&C Saatchi she is shaping the group’s ESG and sustainability approach worldwide as well as establishing M&C Saatchi LIFE – a new business bringing together commercial sustainability expertise with behaviour change & engagement know-how to catalyse, accelerate and amplify positive impact for people, planet and profit.
Before joining M&C Saatchi, Joanna was IKEA’s Global Head of Sustainable and Healthy Living, leading the company’s work to make sustainable and healthy living affordable, attractive and accessible for as many people as possible worldwide – with the goal to inspire and enable 1 billion people to live better lives within the limits of the planet by 2030.
Joanna currently sits on P&G’s global Sustainability Advisory Board and is Non-Executive Director of Human Nature, a campaigning development company creating places that make sustainable living easy.
She studied Human Sciences (MA) at Oxford University & has a Masters in Leadership for Sustainable Development from Forum for the Future. She received an honorary doctorate from Staffordshire University in recognition of her work on sustainability & climate change.