A not-for-profit, for-purpose creative agency? That should add some goodness into the world. The new Melbourne agency, Silver Lining, has been launched by Alex Wadelton and Jonny Clow. 100% of its profits will be re-directed into charity and social good.
Its aim is to remove the ever-growing gap between the haves and the have-nots in the world. Its mission statement is “Don’t just make ads, make a difference”.
Co-founder, Alex Wadelton (The Right-brain Workout, ex-McCann, GPY&R, DDB), becomes creative director of the agency. Co-founder Jonny Clow (ex-VERSA, VMLY&R, BD Network) becomes managing director.
The partners aim to make a difference by delivering ideas that work across advertising, PR, broadcast, digital, direct marketing, radio, and That Hasn’t Been Done Before for charities, not-for-profits, and big business committed to actioning their Corporate Social Responsibility plans.
Wadelton stated, “We all have a responsibility to do the very best we can for our fellow humans, our environment, and our planet. And Jonny and I are so excited, and invested, in helping out all those people, causes, and movements who add, rather than subtract, from the world.”
Clow added, “We’ve been having some amazing conversations with clients, who are all aligned in the belief that what we are offering can deliver truly powerful social impact. Added to that, I’m ecstatic to be running my own agency again and couldn’t think of a better partner to do it with than Alex.”
Both have over twenty years’ experience, with Wadelton well known for his social activism through the Future Landfill project which tackled supermarkets short-term plastic promotions, his involvement in the statue honouring Indigenous footballer, Nicky Winmar’s, stance against racism, as well as raising hundreds of thousands of dollars through a range of charity campaigns in his spare time.
Clow has worked with some of the biggest brands in the world, in varying roles in the UK, USA and now Australia. He founded BD Network in Melbourne in 2010, which went on to become Australia’s Best Emerging Agency and was named Australia’s Most Awarded Small Agency. He has been a key part of numerous award-winning campaigns at Cannes, Effies, Asia Spikes and New York Festivals from his time in Australia at BD Network, Edge, Y&R and VERSA.
Silver Lining has launched with foundation clients, Mental Health First Aid and Happy Fish Project. More new partners and projects are to be announced in the coming weeks.
Cover image l-r: Alex Wadelton & Jonny Clow. Photo by Adam Luttick