Creative agency to focus on ‘positive change’ campaigns

Creative agency MacMartin has announced it is pivoting to focus on creating marketing campaigns to encourage people to change their behaviour for the better.

Founded six years ago by siblings Claire MacDonald and Anna Hutton, the business has been producing successful marketing campaigns for clients across the UK and recently announced doubled turnover.

Now, MacMartin has said it is using its reputation, skills and success to focus on social marketing to incite ‘positive change’ in society.

The move means that the MacMartin team is working with local authorities, schools, charities and not-for-profit organisations, to create marketing campaigns that are a force for good – and not just about turning a profit.

Marketing director Anna said: “We want to use our experience and expertise to create work we can be proud of, and to incite positive change within local communities.

“Marketing is a powerful tool in today’s society, perhaps more so than many realise.

“Every day, everywhere, marketing campaigns are out in force whether we are aware of them or not.

“We are being sold to, persuaded and influenced everywhere we go, from waiting at the bus stop to looking at posters on roadsides to scrolling on our phone.

“As marketeers, we know what potential our work has to make a positive impact within the wider world.

“There’s a lot of research and understanding of human behaviour that goes into creating the campaigns we do.

“That’s why we are proud to announce that our talented team at MacMartin will be working on creating marketing campaigns that are designed to engender positive changes in society, to influence people to do, for want of a better phrase, ‘the right thing’.”

This year, Anna has been talking to teenagers in schools about how to take back control of their social media use.

As part of its focus on social marketing, MacMartin has also been championing low carbon websites, with Claire delivering talks to businesses.

Anna said: “I’m so excited that MacMartin is now moving in this direction, and I can’t wait to hear from more organisations who we can work with to create influential marketing campaigns.

“The work will involve researching important topics, producing creative campaigns based on behavioural science, as well as evaluating the impact of the campaign to track whether the desired changes in behaviour are being seen.

“That, for me, is the most compelling part – particularly when you know it is making a positive difference in people’s lives.”