The pandemic paralyzed the world and uncertainty was the only certainty. In the face of this it’s only natural to reevaluate what’s important in life and in business. This period of self reflection led Wieden+Kennedy to adapt our purpose to use our voice and influence to change the world, shifting our mindset from being defined by what we make to being defined by our impact. As the largest independent advertising agency in the world we are made up of around 1,400 people globally, about the same size as a typical American High School, yet we make communications for some of the largest multinational companies on the planet. Our reach and therefore our potential for impact is huge, which is why it is so important that we turn up to work each day trying to do good while creating responsible and entertaining messaging. Put another way, it matters what we say and how we say it. It’s clear that if we want to be a responsible advertising agency in the world today we need a strong moral compass, so in 2021 Amsterdam became the first office in the network to achieve B Corp certification.