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Flight Story investment to stop media “greenwashing”


Flight Story has invested in Nuevo, a company which aims to be recognised as the world’s “most purpose-driven creative agency.”

Steven Bartlett, who founded Flight Story, said it was “an investment in both the planet as well as the future of the marketing and advertising industry, where we will work together as we look to reverse the industry’s contribution to climate change.”

Nuevo states that it aims to take 10x as much carbon out of the atmosphere than it creates. It added that it took sustainable production “beyond carbon offsetting initiatives.”

“For years the ad industry has helped brands tell their incredible stories of innovation and commitment in this space, it’s now time to tell ours,” explained Jax Davey, Nuevo CEO & Founder.

“With Flight Story’s support, we look forward to continuing to offer existing and new clients a solution that allows them to make positive change through accurate data and proven frameworks’  

The company which works with creatives, strategists, operations specialists and consultants around the world has a client list ranging from Canada Goose and Extreme-E to Ernst Young and Ordnance Survey.

It tracks the “true environmental impact” of every project in the same way a conventional agency tracks spending and budget.

“After meeting Jax and hearing his story, I was filled with a deep sense of obligation to act,” added Oliver Yonchev, CEO & Co-Founder of Flight Story.

“Backing Nuevo is one step in the right direction for Flight Story. What they’re doing to create a better advertising industry is remarkable. Rarely do you meet a team with true purpose at its core. Their ambitions to create a better world, are truly lived” 

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