The Goodwins convince NABU

The Berlin agency The Goodwins announces a new client. After a pitch, the team led by managing directors Franka Mai, Bernd Meyer, Maurice Pfleiderer, Mirko Stolz and Tim Stübane has secured the budget of the German Nature and Biodiversity Conservation Union (NABU). The first task is to develop the strategic basis and campaign architecture for a communication campaign planned for the second half of 2023.

It is not yet known which measures are included in this presentation. However, the focus is on the topics of the nature crisis and the loss of biodiversity. The Goodwins specialises in sustainability communication, among other things, and was able to score points in the pitch with this expertise. It is not known how many agencies participated in the competition. "We were particularly convinced by The Goodwins' competence and expertise in sustainability. With their creative input and know-how, we want to take a significant step forward in bringing our issues to broad sectors of society," says Angelika Bludau, Deputy Federal Executive Director and Head of Communications at NABU's Berlin headquarters.

Founded in 1899, NABU claims to have more than 900,000 members and supporters, making it the oldest and largest environmental association in Germany. It is committed to preserving habitat and species diversity, climate protection and the sustainability of agriculture, forestry and water management. "We are particularly pleased that NABU has chosen us. We are united by core, shared values and the desire to sensitise people to the most pressing challenges of our time, such as the biodiversity crisis, climate change and nature conservation, and to mobilise them for real solutions," says Franka Mai, head of strategy and co-founder of The Goodwins. Nothing is known about the budget size or the duration of the framework agreement.

The agency, which currently has around 35 employees, was founded in autumn 2018 by Mai and the two creatives Stolz and Stübane. Just under a year later, consultant Pfleiderer joined the team. Consulting head Meyer has also been part of the management team since August 2021. The former DDB, Territory and Saatchi manager is responsible for the range of services in the area of sustainability. The Goodwins' clients include companies such as Deutsche Telekom, Ebay Kleinanzeigen, Stihl, and MVV Energie, but also NGOs such as WWF, Oxfam and Gesicht Zeigen.

New client NABU recently caused a stir by leaving the "Alliance for Lobby Transparency", which it co-founded in 2019, together with WWF. This was first reported by the "Welt". According to the press report, the reason given for this step was that larger donors should continue to have the opportunity to remain anonymous. The "Welt" quotes the letter of resignation as saying that "the naming of clear names", as demanded by the alliance, is "not practicable".