Three Leading Media Businesses Join Forces to Inspire Next Generation of B Corp Leaders in Advertising
In an innovative collaboration this B Corp Month, independent media agency December19, media sales house Canopy Media, and media partner and data intelligence provider Mobsta are throwing open their doors to nurture the next wave of purpose-driven media pioneers. Their initiative, 'Gen B Corp Unlocked', shows how B Corp principles shape modern media strategies and operations.
The day-long event will welcome GCSE Media Studies students from City Heights Academy in Tulse Hill, to showcase how being a B Corp influences their work across different corners of the media landscape – from planning and buying to sales and data intelligence. Students will tackle an "Ethical Ad Campaign Challenge", demonstrating how effective advertising can drive positive change while delivering commercial results.
"In media planning, we're always talking about reaching the right audience at the right time. Well, there's no better time than B Corp Month to reach tomorrow's industry leaders and show them how business can be a force for good," says David Lucy, Managing Director at December19.
"The digital advertising landscape is built on data-driven insight and decision making, but becoming a B Corp taught us that measuring impact goes far beyond traditional metrics," notes David Graham, COO at Mobsta. "Through Gen B Corp Unlocked, we're sharing these lessons with fresh minds who will shape the future of our industry”.
Paloma Walder, Managing Director at Canopy Media, adds: "The media industry thrives on doing things differently. By bringing together three expert businesses under one purpose-driven roof, we're demonstrating that collaboration is the key to driving meaningful change."
The initiative aligns with this year's B Corp Month theme, 'Gen B', focusing on inspiring the next generation of industry shapers. Each team will develop a mini-campaign for a product, service, or cause promoting social good, creating two-minute pitches that balance commercial objectives with positive impact.
The event concludes with students sharing their thoughts on sustainability in advertising – giving tomorrow's media minds a platform to challenge today's industry leaders.
About the Companies
December19 is an independent media planning and buying agency that puts effectiveness at the heart of everything they do, certified as a B Corp.
Canopy Media is the largest independent media sales house representing premium publishers and media owners alike, certified as a B Corp.
Mobsta, a B Corp certified media partner, places brands in perfect moments with multi-channel digital activation fuelled by behavioural location data intelligence.