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Inspires people to create solutions of their lives

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Our goal is to build an environment that inspires people to do the best work of their lives.

One of the awarded best inspirational advertising agencies

WIEDEN+KENNEDY
Wieden+Kennedy strives to go beyond its role as an advertising agency—its campaigns build a tangible bridge between brand and consumer. From a viral McDonald’s tweet leading to the creation of the Adult Happy Meal to producing the official song of the World Cup with Budweiser, Wieden+Kennedy is dedicated to creativity, innovation, and fun. In an oversaturated media landscape, the advertising agency has carved a niche for itself, growing its revenue by over 23% globally within the past five years.

Wieden + Kennedy decides to be good(er) by becoming the first global network* to get B-Corp certified, a designation that measures a company’s entire social and environmental impact, putting the agency alongside the likes of Patagonia and Ben and Jerry’s. Getting certified requires a company to meet a specific set of standards set up with the goal of transforming the global economy to benefit all people, communities, and the planet.

It all started when we asked ourselves, “what would Wieden and Kennedy do?”

But when we ask this question, we’re not just talking about the company. We’re also talking about the two humans—Dan and David.

Two visionaries who reckoned that most advertising sucked, but who also respected it and knew it could be better. So instead of making more interruptive landfill, they attempted to make the most loveable version of the most hateable thing. It was a combination of their willingness to fail harder and their commitment to walk in stupid every day. To shut up when someone else is talking. And to hire wrong. At the core of all these mantras were a few things: imperfection, inclusion, inspiration, and above all, humanity.

W+K strived to make advertising a force for good a long, long time ago, back before it was cool. By giving a voice to the outcasts, misfits, and weirdos. To the underrepresented. To the quiet types who needed a home in an industry where everyone always seemed to be screaming. The output? Work that made people laugh. Work that made people cry. Work that made people want to jump off their couch and climb a mountain. Sure, it wasn’t always perfect (because we aren't). But it strived to be good(er). And that felt important.

We still strive to be a force for good. Not just with pro bono accounts, but with everything we do across our entire global network. With our work, our environmental impact, and our hiring practices. So we asked ourselves what would Dan and Dave do? And now, our entire global network is B-Corp certified. Well, except for Mexico City. We had to go and open another office in the meantime.. See? There’s that imperfect shit we’re talking about. (That’s why we had that asterix back up there at the beginning.) But we know they’ll get certified soon enough.

Now, we realize it might not seem like a huge deal, especially while we’re all making predictions as to what will bring on the apocalypse, like AI raising an army of robotic overlords. But if an advertising agency can be good(er), then maybe there’s hope for us yet?

Because if an ad agency can take it upon itself to expose the myth of the The Model Minority, or initiate an exploration of the nuances of Juneteenth becoming a national holiday, or work with its clients to clean up the beaches of Mexico by turning trash into art, or help millions of little girls dream about lifting the World Cup for their country, then maybe anything is possible? Maybe?

So that’s it. That’s the rub. We hope our quest for being good(er) can inspire others to be good(er), too. Because that would be the goodest.



Love,

Wieden+Kennedy

Certified B-Corp


This story is part of Fast Company’s 2023 Brands That Matter. Explore the full list of companies that have demonstrated a commitment to their purpose as a brand and cultural relevance to their audience. Read more about the methodology behind the selection process.

Brands That Matter recognizes companies that build a connection with their audiences by being culturally relevant, making an impact, and communicating their mission and values clearly.

This year’s 165 honorees—the largest group in the list’s three years of recognizing companies—include 68 General Excellence winners and 97 companies recognized across 30 categories. Their work demonstrates brands at their best (here’s the methodology we use to choose honorees).

This year, the General Excellence winners fell into five broader themes: Building the Future, for brands making progress on forward-looking issues like climate or workforce development; Cultural Forces, for the brands we just can’t get enough of; Making Real Impact, for companies whose work is moving the needle on critical issues; Mind and Body, for brands whose efforts focused on wellness and well-being; and State of Play, for brands that foster fandom from video games to streaming.