WE INTERRUPT THE STATUS QUO
Decades of interruptions…
We’ve spent decades challenging the way sustainability is done. Exploring, understanding, misunderstanding, deconstructing, reconstructing, evolving, learning. And we’ve put all this experience into one newly-formed, sustainability creative consultancy – with an alternative, interlinked approach. You are very welcome to Interrupt.
“We interrupt, not to be contrary, but to shake up how we approach sustainability. To get opposing specialisms pulling in the same direction – TO DRAMATICALLY IMPROVE OUTCOMES, IDEAS, impact… and revenue.”
NINA PICKUP, Founder, Interrupt
01 WE INTERRUPT THE SILOS TO CHANGE OUTCOMES – AND UNLOCK VALUE
Founder and visionary, Nina Pickup is a sustainability and brand communications strategist. Part consultant, part creative, she is the missing link that brings the sustainability, business and brand worlds together.
She started her career in the creative industry. A rebel without a cause, until she found her role at sustainability consultancy Salterbaxter, part of Publicis Groupe worldwide. Sustainability became her career purpose.
For decades she has been challenging the sustainability status quo. She believes that there is huge untapped value in sustainability which she attributes to siloed thinking between sustainability, business and brand teams. This disconnected approach leads to fragmented solutions, identikit strategies, that don’t land, ‘bland building’ comms that blend in, and don’t break through. The result? Progress that stalls before it even starts.
After seventeen years bringing clear, impactful strategy and multi-specialism creativity to global brand challenges at Salterbaxter (part of Publicis), she moved on to set up Interrupt. A new creative consultancy whose mission is to interlink sustainability silos and bring sustainability into the commercial world.
02 We interrupt the consultancy vS agency model
Linear thinking leads to linear outcomes
We don’t solve in silos. Our bespoke teams and solutions are lateral not literal, and fully integrated around your challenge from the start.
Every challenge is unique. Whatever skills are needed, we tap into our network of best-in-class sustainability consultants, creatives, copywriters, brand and business strategists – to interplay, and bring sustainability into your commercial world.
We are borderless, working across the globe. And, because we are small and agile, our interlinked solutions are competitively cost-effective.
03 We interrupt THE greenwash AND greywash
Our interlinked approach combats two of our clients’ biggest challenges:
We are all familiar with this – the uncredible, generic, broadcast sustainability comms that have no intent to deliver change, but only serve as poor brand building exercises.
We create branded engagement with intent to drive action and behaviour change – backed up by credible targets and initiatives.
Nina coined this phrase to describe the dry, technically correct sustainability strategies that languish in dusty PowerPoint decks and fail to engage, drive action or change.
We frame corporate goals, targets and commitments around bold, differentiated ambitions – to galvanise audiences around, inspire action and behaviour change.
04 We interrupt
client perceptions
We challenge the sustainability bad press
“It squeezes our product margins.”
“It’s too hard to operationalise.”
“Sustainability comms are out of touch with our brand.”
“Our customers want it, but they don’t buy it.”
Our approach will effectively give sustainability a rebrand. Change perceptions, and turn challenges into business and brand opportunities.
05 We interrupt
company silos
We find the common ground
We get it – sustainability teams feel marginalised. Brand teams know their audience. Business teams are under commercial pressure.
We can help you find the common ground between strategies and teams. Help your brand sing, your business boom and make sure your sustainability targets are on target.
Our approach will effectively give sustainability a rebrand. Change perceptions, and turn challenges into business and brand opportunities.