F-List 2024 Report Uncovers Over 1,000 Global Advertising and PR Contracts with Fossil Fuel Companies
Clean Creatives’ analysis of how advertising and PR agencies are engaged with the world’s most polluting industry adds over 30 data sources to provide the most comprehensive overview of fossil fuel advertising and PR ever.
Tuesday, September 24, New York City–A newly published report from campaign group Clean Creatives has uncovered 1,010 active and recent contracts between fossil fuel organisations and leading advertising and PR firms worldwide.
This year's F-List report incorporates over 30 new sources of data to reveal 1,010 contracts between 590 agencies and 332 fossil fuel clients in 70 countries between 2023 and 2024. Of these 1,010 contracts, 692 are new, and 318 have continued from the F-List 2023. A total of 551 contracts haven’t been reported before, making it the most comprehensive report on fossil fuel advertising and PR.
Clean Creatives’ 2024 methodology included searching agency websites, creative portfolios, LinkedIn’s ad library, PRCA and O’Dwyers agency directories, the OpenSecrets lobbying database, and more. To ensure accuracy, each contract uncovered has at least three different sources. For the first time, public affairs firms, production agencies, retail marketing agencies, recruitment agencies, animation studios and OOH agencies have also been included in the total figure.
These findings illustrate the fossil fuel industry’s reliance on a mixture of independent agencies and leading advertising and PR firms such as Dentsu, Edelman, Havas, Interpublic Group, Omnicom, Publicis, and WPP, all of whom are identified as engaging in several contracts with the likes of BP, TotalEnergies, Shell, Chevron and ExxonMobil in the F-List 2024 report.
A larger number of agencies on the F-List does not indicate a trend of more agencies taking on fossil fuel work, however. Campaign’s 2024 School Report—which provides individual analysis of 99 of the UK industry's top agencies–shares that 14% of agencies are “reducing work with fossil fuel clients,” 10% are not reducing work with fossil fuel clients, and 76% don’t currently work with fossil fuel clients.
On 05 June 2024 (World Environment Day 2024), UN Secretary-General António Guterres cited, for the first time, the advertising and PR industries as key facilitators for the fossil fuel industry and called on agencies to drop fossil fuel clients, saying, "Many in the fossil fuel industry have shamelessly greenwashed [...]. They have been aided and abetted by advertising and PR companies – Mad Men fuelling the madness. I call on these companies to stop acting as enablers to planetary destruction. Stop taking on new fossil fuel clients, from today, and set out plans to drop your existing ones.”
Key overall findings from the F-List 2024 include:
Holding company fossil fuel contracts: WPP (79), Omnicom (74), IPG (50), Publicis (40), Havas (19), Dentsu (18), Edelman (11), Stagwell (7).
The agencies with the most contracts: Ogilvy (15), McCann Worldgroup (15), FTI Consulting (13), Burson (12), IPG Mediabrands (12), Edelman (11).
Shell is the fossil fuel company with the most contracts (54), followed by BP (40), TotalEnergies (36), ExxonMobil (33), and Chevron (31). Other oil majors, such as ConocoPhillips (20), Saudi Aramco (19), Petronas, and Equinor (14 each), are also highly represented on the list.
Global and regional contracts: 91 contracts have a global scope. Regionally, contracts were placed in North America (258), Europe and the UK (241 – 96 of which are UK only), APAC (219), MENAT (83), Latin America (68), and Africa (50).
Comparison to F-List 2023: 104 contracts uncovered in the F-List 2023 report have been discontinued.
Notable contracts uncovered for the first time in the F-List 2024 report:
Edelman has worked for Chevron (2022-2023), Sasol (2022-2024) and ConocoPhillips (2023-2024).
Havas agencies, who recently had their B Corp status revoked, have 9 previously unreported fossil fuel contracts with Promigas, China National Offshore Oil Corporation (CNOOC), Repsol, RWE and Opet.
Ogilvy Africa, Edelman South Africa and fireworks Advertising were the key agencies in TotalEnergies’ campaign to build the controversial East African Crude Oil Pipeline (EACOP) project from Uganda to South Africa.
34 new agencies are working on Shell’s globally controversial advertising contracts, including 7 new contracts among major holding companies.
Key Trends Identified by Clean Creatives’ Research:
More data sources reveal more contracts: With a greater variety of data sources, the number of contracts has increased to show a vast number of advertising and PR agencies working against scientific consensus and calls from world leaders to refuse work from the highest polluting industry.
Independent agencies are ending work with fossil fuel contracts at a quicker rate: Since last year, 5.7% of holding companies have ended their fossil fuel contracts, compared to 10.8% of independents. This shows that independents have been twice as likely to end fossil fuel contracts than holding companies. Contracts ending could indicate an agency stepping away or losing the business.
A consistent ratio of holding companies to independent agencies are on the F-List: 19% of agencies on the 2023 F-List and 18% of agencies on the 2024 F-List are part of the top 8 holding companies: Dentsu, DJE Holdings (Edelman), Havas, Interpublic Group (IPG), Omnicom, Publicis, Stagwell and WPP.
Regional perspectives: The 2024 report includes deeper insights into fossil fuel contracts in Asia and Latin America, as well as significant increases in Turkey, Brazil, Australia and New Zealand.
Expert Commentary
“The UN Secretary-General was right to call fossil fuel agencies “Mad Men fueling the madness.” Many things in the advertising industry have changed since the 1960s, but when it comes to climate change, major holding companies are still stuck in the era of indoor smoking, three-martini lunches, and Don Draper. Annual investment in clean energy is now double that of fossil fuels, and the creative industry could be a natural ally to climate action, but fossil fuel clients are standing in the way. Like every other outdated practice of the ad industry, it’s only a matter of time before fossil fuel campaigns come to an end. Clean Creative agencies are the future. F-List agencies are the past.” Duncan Meisel, Executive Director, Clean Creatives.
“This is the most accurate report on the ad and PR agencies working for fossil fuel companies ever produced. We’ve incorporated over 30 new sources of data so that clients, employees, and business partners fully understand the risks of working with fossil fuel agencies. Our research shows that holding companies are not making the progress required to divest from fossil fuels. After making net zero pledges and SBTi targets in 2021, they have remained relatively silent. Instead, independent agencies have been twice as likely as holding companies to discontinue fossil fuel contracts, whether this is intentional or they have lost the business. Fossil fuel pollution is now killing more people than cigarettes. We need to do more to hold agencies accountable for the sake of our planet and public health.” Nayantara Dutta, Research Director, Clean Creatives.
Clean Creatives has also launched a new database of oil and gas companies with over 50% revenue or generation from fossil fuels. This database is the first global list of fossil fuel clients to help agencies and creatives understand whom they should not be working for. Link here: https://cleancreatives.org/fossil-client-list
To date, over 1,200 agencies worldwide have signed the Clean Creatives pledge to refuse contracts from fossil fuel organisations, along with over 2,300 creatives, dozens of brands, and a growing list of content creators and influencers.
To read the F-List 2024 report, visit https://www.cleancreatives.org/f-list
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Clean Creatives Research Team for F-List 2024
Clean Creatives and Source Nine conducted the research, with contributions from Comms Declare and Clean Creatives South Africa.
Clean Creatives: https://cleancreatives.org/
Source Nine: https://www.sourcenine.co.uk/
Comms Declare: https://commsdeclare.org/
Clean Creatives South Africa: https://cleancreatives.org/southafrica
Fossil Fuel Industry Definition by Categories
Clean Creatives researchers applied the following criteria to classify a company whose primary business is fossil fuels. You can find the Clean Creatives database of fossil fuel clients here: https://cleancreatives.org/fossil-client-list
Majority Fossil Fuel Utility: An electric or electric/gas utility where more than 50% of revenue or generation comes from fossil fuels.
Oil Major: One of the world's 7-10 biggest oil companies with integrated operations across production, midstream, and downstream.
Gas Utility: A company that delivers gas directly to homes or businesses.
Petrol Distributor: A company whose majority of its profit comes from petrol/gasoline sales.
Oil and Gas Production: A company that explores, drills, or owns 'upstream' oil - i.e. they are involved with pulling it out of the ground.
Lobbying Group: A nonprofit or political group or trade association that is primarily funded by fossil fuel companies.
Midstream Oil and Gas: A company that owns and operates 'midstream' services, i.e. pipelines, compressors, storage tanks, or other infrastructure for transportation of oil or refined products.
LNG Company: A company or private-public partnership that primarily works in liquified natural gas liquefaction, import, or export.
LPG Distribution: A company or private-public partnership that primarily works in liquified propane gas liquefaction, import, or export.
Coal Production: A company that explores, mines, or transports coal.
Oil and Gas Services: A company that primarily provides services to oil and gas producers (logistics, machinery, or other materials).
Refinery Company: A company whose primary or exclusive business is refining fossil fuels into an added-value product. This category includes both raw materials to finished products (i.e. oil to naphtha or gasoline) and feedstock to petrochemicals (Naphtha to plastics or Ethylene to finished petrochemicals).
Other: Anything that doesn't really fit the above but is primarily in the business of fossil fuels.
About Clean Creatives
Clean Creatives is an award-winning campaign group calling for an advertising and PR industry-wide movement where creatives and companies pledge to refuse future work with fossil fuel corporations. To date, over 1,200 agencies and 2,300 individuals worldwide have signed the Clean Creatives pledge, including Allison, with over 1,000 employees across more than 50 markets; GALE, with a global workforce of over 750; and Top 150 UK-ranked Hope&Glory. The campaign is responsible for ensuring accreditation standards for sustainability certifications exclude the fossil fuel industry, as seen in its work to successfully pressure B Lab to set a new precedent and revoke Havas’ B Corp status following its Shell contract win.
Recent agencies to have signed the pledge include AdAge's 2020 and 2022 International Agency of the Year Mother New York and Lucky Generals who have been shortlisted for Campaign's Agency of the Year for the last five years running.
In addition to the campaign's success and support from many industry leaders, Executive Director Duncan Meisel has been recognized on the 2024 Grist 50 List, Adweek's 2023 Sustainability Honoree and secured a spot on PRovoke's Innovator 25 North America list in 2022. The campaign regularly releases reports with bespoke data on fossil fuel contracts globally, including the F-List, which identifies agencies engaged with oil and gas companies.
Clean Creatives Website: cleancreatives.org
Clean Creatives Twitter: @CleanCreatives
Clean Creatives Instagram: @clean_creatives