Welcome
Purpose Disruptors has arrived in Australia.
Climate risk is the brief the ad industry keeps avoiding. We're here to change that.
Our mission is to educate and inspire disruptors to write the next chapter of advertising
Australia holds a singular place in the global climate story. It is home to the world's oldest continuous living civilisation, arguably the original home of sustainable living, shaped over 60,000 years of deep relationship with nature.
And yet if the world consumed the way modern Australian society does today, we would need four planets to sustain it. That gap between ancient wisdom and contemporary consumption is not accidental. The desire for high-carbon lifestyles is driven and amplified by the advertising industry. It is also uniquely placed to change it.
That is the conviction driving James Greet to bring Purpose Disruptors to Australia. After 24 years leading some of the country's most influential agencies, including turning OMD into Agency of the Decade and Mindshare ANZ into its global office of the year, Greet is joining forces with the UK-based organisation working to redirect advertising's influence from extraction toward regeneration.
“As home to the world’s oldest continuous living civilisation, Australia is arguably the original home of sustainable living. And yet if the world consumed the way we do here, we would need four planets to support it. The advertising industry helped build that gap. I believe we are also the people best placed to close it. We are skilled at making people care about things. It is time to apply that skill to the things that matter most.”
The climate transition is already under way. The question is whether the Australian advertising industry will lead it, or be left scrambling to catch up. Purpose Disruptors is here to make that transition possible.
Meet James.
Regional Lead for Purpose Disruptors across Australia and New Zealand
James Greet has spent 24 years leading some of Australia's most influential agencies. As CEO at OMD, Mindshare ANZ (as well as Japan and Korea), and Ikon ANZ, he built a reputation for turning underperforming organisations into market and global network leaders, transforming OMD from a loss-making agency into Agency of the Decade, and Mindshare into the group's global office of the year. An ocean swimmer, trail runner, and triathlete, James has spent the past three years working with leaders across the marketing and media industry to change its impact on the natural world through his advisory The Payback Project. He joins Purpose Disruptors as Regional Lead for Australia and New Zealand.
