“There are no 100 % good companies and brands,” Franka Mai and Tim Stübane of The Goodwins state. This is exactly where it gets interesting for the founders of the agency, whose goal, which can already be seen in its name, is to make the “good” successful. Because according to Franka and Tim, good companies are not just those that already operate sustainably in all respects. They are those that have seriously and credibly set out on the right path.

And so The Goodwins support not only smaller companies, but also big players like Telekom on their way in the right direction. Their current campaign against hate on the Net (#GegenHassimNetz) also shows that beyond “go green” issues, with which it is now difficult to make oneself heard, communicative emphases can also be placed on completely different aspects of the good, such as tolerance and diversity.

In addition to their work for “good clients,” Franka and Tim expand their view of the good to include two other facets in the current episode of #WhatsNextAgencies with Kim Alexandra Notz: a good agency-client relationship and good agency culture. For the latter, it is an immense plus, especially in times of a shortage of skilled workers, if the ethical aspects of one's own work are also right, in addition to “creativity” and “cash”.

And indeed, for us as agency and marketing people, there is a very meaningful outlook in this approach: namely, not just to be part of the problem with marketing, but to make a contribution to the solution. By the way: The Marketing for Future Award is also about the good in marketing. Agencies and brands can submit their best cases to Germany's first prize for climate-positive marketing until April 30. Kim and Tim are part of the jury and, together with co-initiator Jan Pechmann, are looking forward to future-oriented and exciting projects! All information is available from the organizer Bündnis für klimapositives Verhalten e.V. at www.m4f.me.

What’s Next Agencies: Every two weeks a new episode with exciting impulses on the future of agencies. Listen in and subscribe now. Click here for all platforms: kite.link/whatsnextagencies