7 Years of Purpose

7 Years of Purpose

Champion launched in May of 2012, with a simple social purpose of championing young creative talent that needed a platform to showcase their brilliance. That same summer the country proudly united behind the Olympics, with the opening ceremony reminding us all of the nations greatest achievements and artists like instrumentalist and composer, Mike Oldfiled sharing a stage with rapper and singer, Tinchy Strider. It was a magical moment in British history where all were applauded, a common purpose was shared, and citizens of the world were welcomed and invited to come and join in the party.

Fast forward only a few years later and things were changing. Nobel Prize winning President Obama’s time in the Whitehouse was coming to an end, and back in the UK the term Brexit was coined and the country voted to end its relationship with the EU. Thankfully it was not all bad news, Millennials were craving more purpose as a result of all of the upheaval and paved the way for a mindset shift witnessed in its younger siblings —- the even more purpose-driven Generation Z. 

Realising that by 2020 these same young people will make up over 50% of the global workforce and play a pivotal role in a companies success (as found in a recent study by Capital Group), brands joined the purpose movement. Committing to work with more social enterprises as suppliers has seen the likes of Johnson & Johnson and Wates pledging a minimum spend of £15m and £20m respectively by 2020 as part of Social Enterprise UK’s Buy Social Corporate Challenge.

Today, it’s great to see the creative industry seeing the value of greater social purpose. There are now a handful of creative organisations that are also social enterprises, as well as newer accreditation models emerging like the Certified B Corporation which is awarded based on a companies social and environmental performance.

Looking to the future – in partnership with design college, Shillington Education Champion are launching the UK’s first fully-paid for scholarship through The Champion Foundation – Champion’s not-for-profit arm of the business. The successful applicant will complete the course industry ready – so if you or your network knows of any ambitious, creative talent then get in touch – scott@thechampionagency.com 

Oscar Park

Scott Leonard, Creative Director

Founder and Creative director of Champion, Scott got his first design commission at 16 years of age and by 21 he was Art Editor on the Big Issue (SW). Since then he’s gone on to win multiple creative awards working at Mother, Wieden & Kennedy, Karmarama and Ogilvy & Mather. He quit Adland to become the Brand Director at Streetcar and was responsible for transitioning the brand through to Zipcar. Scott went on to mentor on the Google digital experts programme before launching The Champion Agency in 2012.

Today he’s a Royal Society of Arts Fellow for achievements championing British creative talent, a Virgin StartUp masterclass instructor and sits on two boards at The Bernie Grant Arts Centre and the youth-led radio station, Reprezent.


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