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New alliance taps demand for sustainable behaviour campaigns

Dubai based M Creative Thinking forms partnership with UK agency

Gulf News

Dubai: A new agency partnership has been struck between Dubai based M Creative Thinking and the UK’s Corporate Culture, which specialises in sustainable behaviour changes such as reducing wastage and improve recycling habits among target audiences.

Corporate Culture has been involved with multiple programmes in the UK, which includes developing the national’ Recycle Now’ campaign strategy on behalf of resource agency WRAP. It helped increase average household recycling rates from 12 per cent to more than 40 per cent.

It subsequently worked with WRAP on the ‘Love Food, Hate Waste’ campaign has helped cut annual food waste by over one million tonnes and saved an estimated £2.5 billion.

“We know this partnership can accomplish — working with clients to address the challenges and opportunities of tomorrow through positive commercial and social action today,” said Andrew Hewitt, managing director of Corporate Culture. “Demand for sustainability programmes across the Middle East is growing and together we are confident that the right changes can be achieved.”

Corporate Culture’s client experience includes working for Microsoft, Wal-Mart ASDA, Sky and LendLease, among others.

Alongside offices in the UK and UAE, the partnership will provide clients with access to a network of service provision in Europe, North America, Africa and Asia. The partnership can also call on specialist in-house research and training and development capabilities.

“Our work will be focused in three key areas: developing sustainability strategies and communications; devising evidence-based behaviour change and engagement campaigns; and creating brand and creative solutions that transform perceptions and behaviours,” said Matt Laubscher, founder of M Creative Thinking.

“It’s a relevant offering for this market, especially now with the UAE firmly focused on sustainable growth.”

The Dubai firm has been working in the Middle East for more than nine years and is currently working with ADPC, Kizad, Dubai Properties Group and Yum Restaurants.