F-List 2023 Report and Advertising Campaign Reveals Turning Point in Scientific Consensus on Fossil Fuel Advertising and PR
Independent analysis from campaign group Clean Creatives reveals a record number of fossil fuel contracts as advertising and PR agencies willingly protect fossil fuel corporations for billions, but legal liability awaits.
Tuesday 19 September 2023, New York City, New York – Launching at the start of Climate Week NYC, new research by Clean Creatives has uncovered 500 fossil fuel contracts from 294 different advertising and PR agencies from 2022 and 2023 in its annual F-List report. The report's launch will be combined with an out-of-home marketing campaign targeted at employees of the firms listed across New York City.
The F-List 2023 report is the most comprehensive and current list of agencies working with fossil fuel companies that exists, and is the third annual report that Clean Creatives – a campaign calling for an advertising and PR industry-wide pledge to refuse work with fossil fuel corporations – has released. It provides an in-depth insight into the full mechanics of greenwashing by key influence and opinion shapers globally.
The new research shows notable agencies such as Dentsu, Edelman, Havas, Interpublic Group, Omnicom, Publicis, WPP, and others are knowingly working against scientific consensus. Several of these agencies will be the target of Clean Creatives’ outdoor advertising campaign that acts as an open letter directed to the employees of the agencies to educate them on the devastating impact the disinformation caused by their employer is having on the climate against a backdrop of New York skylines filled with the orange smog that suffocated New Yorkers in the summer of 2023.
The most recent IPCC report spoke directly to the communications and PR industry, saying that “the media shapes the public discourse about climate mitigation” and that fossil fuel PR and marketing must stop immediately. Following this statement, in 2022, UN Secretary-General Antonio Guterres addressed the UN General Assembly and declared that “we need to hold fossil fuel companies and their enablers to account. [This] includes the massive public relations machine raking in billions to shield the fossil fuel industry from scrutiny.”
Other key findings from the F-List 2023 include:
The holding company with the most fossil fuel contracts is WPP, with 55, despite their global net zero pledge. Holding company Omnicom is second, with 39 contracts.
The holding company agency with the most public fossil fuel contracts is Ogilvy, with at least 7, including the American Petroleum Institute, BP, Petrobras, and more. Agencies with at least 6 OMD, Hill + Knowlton, GRACosway, DDB and IPG Mediabrands.
Pitch Digital is the independent agency with the most fossil fuel contracts, with 22 contracts concentrated in the Canadian tar sands industry.
Individual analysis of the world’s largest communications firms, such as WPP, Omnicom, Interpublic Group, Publicis, Dentsu, Havas, and Edelman, to reveal their tactics for misleading an industry into believing they’re progressing on sustainability goals.
Case studies of TotalEnergies’ work in South Africa revealed a major loophole in Edelman’s climate policy, as well as documentation of the latest fossil fuel influencer campaigns.
“This year’s F-List is a snapshot of agencies in denial about the climate impact of their work for fossil fuels. Scientists and global leaders have condemned the work carried out by advertising and PR agencies to spread fossil fuel disinformation, and their warnings demand a response. This is a turning point for the industry - communications agencies who work for oil and gas clients are knowingly accelerating the global climate emergency, and their legal risks will accelerate, too. The ad and PR industry cannot continue to be this far out of step with scientific and political reality and expect to avoid backlash.” Duncan Meisel, Executive Director, Clean Creatives
“This year, we focused on fossil fuel relationships from 2022 and 2023 and found a staggering 500 oil and gas contracts across 294 agencies in 45 countries. This shows that, despite agencies’ net zero promises and sustainability pledges, they continue to promote the oil and gas industry. We share our data publicly to encourage transparency so that creatives at agencies can learn who they are actually working for and have the tools to take action. Our research process is based on public records and we welcome corrections and updates from agencies who are no longer working with fossil fuel clients.” Nayantara Dutta, Research Director, Clean Creatives
“With the hundreds of agencies listed here, it's clear that the answer is not just saying to each individual creative, "hey, if your employer doesn't align with your values, just get a new job." Too much of the industry is affected. That's why we have to do the work from the ground up to make these agencies places we can be proud to work for.” Olivia Macdonald, Copywriter, Cronin – an agency that signed the Clean Creatives pledge to refuse fossil fuel contracts
Over 700 agencies in 38 countries, including industry leaders like GALE and Forsman & Bodenfors, have signed the Clean Creatives pledge to refuse contracts from fossil fuel corporations. Additionally, over 1700 creatives have signed the pledge, alongside dozens of brands and a growing list of content creators and influencers.
To read The F-List 2023 report in full, visit cleancreatives.org/f-list.
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About Clean Creatives
Clean Creatives has mobilised over 700 agencies and 1900 individuals to pledge not to work with fossil fuels, including Top 150 UK-ranked Hope&Glory, strategic design studio Bruce Mau Design, global creative services company The Moon Unit, and TRIPTK from the holding group Havas, brand commitments range from Everlane to Gentleman Farmer to S'well and more.
Clean Creatives created an open letter signed by 273 creative professionals under 30 who promised they would not work for fossil fuel clients. In partnership with the Union of Concerned Scientists, Clean Creatives also released a letter from 450 scientists condemning the advertising and PR industry's work with fossil fuels.
Clean Creatives Website: cleancreatives.org
Clean Creatives Twitter: @CleanCreatives
Clean Creatives Instagram: @clean_creatives
Clean Creatives Executive Director Duncan Meisel Twitter: @duncanwrites