Member Article

Advertising agency Cream Earns B Corp Certification

Independent full-service advertising agency Cream has been awarded the coveted B Corp certification, reflecting its high standards in socially and environmentally responsible business practices and dedication to employee wellbeing and culture. The certification marks a pivotal moment for Cream, as it solidifies its proposition as a company that collaborates with progressive businesses to drive growth.

Spearheaded by Neil Cunningham, Co-owner & CEO and Jamie Parks-Taylor, Director of Insight & Analytics, Cream embraced key changes to the business, making B Corp principles integral to its legal business constitution and public vision. Notable initiatives include tracking energy consumption and carbon impact, enhancing employee benefits such as maternity and paternity policies, and setting up objectives in relation to charity donations and pro-bono work.

The journey to the certification has led Cream to establish clear processes when initiating new business discussions, which is part of the agency’s commitment to only work with businesses that align with its own social and environmental values or is showing clear and committed progression in this space. As part of its rigorous new business approach, Cream will look at a brands potential impact on the environment, including carbon emissions, as well as scrutinise ESG AND SDG documentation. The process incorporates all team members at Cream - from leadership to account executives - to ensure any new client is the right fit for the business.

Neil Cunningham, CEO of Cream, said: “B Corp status is more than just a statement of intent, it’s a statement of action and commitment. We all care about advertising’s potential role in promoting positive social change, and this already influences the way we approach briefs for our clients. Cream has always been an agency that focuses on understanding and influencing people, and the B Corp process has helped us to quantify that, set goals and put tangible and meaningful plans in place.”

Cream began its journey to B Corp following its Management Buyout in 2019, with a robust implementation of B Corp principles covering business impact and employee treatment. Cream then engaged with B Lab, the not-for-profit behind the B Corp certification, in 2023 to structure its approach. A process that was expedited due to the already ingrained commitment to B Corp principles.

The B Corp certification addresses the entirety of a business’ operations and covers five key impact areas of Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with applicants required to reach a benchmark score of over 80 while providing evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency. To complete the certification, the company will legally embed their commitment to purpose beyond profit in their company articles.

Cream is now part of a community of 7,000 businesses globally who have certified as B Corps. The B Corp community in the UK, representing a broad cross section of industries and sizes, comprises over 1,500 companies and include well-known brands such as The Guardian, innocent, Patagonia, The Body Shop and organic food pioneers Abel & Cole.

This was posted in Bdaily's Members' News section by Business News .