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Corporate Culture and M Creative Thinking join forces to offer sustainable behaviour change support to UAE firms

Andrew Hewitt, Managing Director of Corporate Culture


March 7, 2013 2:07 by

M Creative Thinking, a branding and communications specialist based in Dubai has formed a new agency partnership with the UK-based sustainable behaviour change agency, Corporate Culture. The new partnership will provide specialist expertise in sustainability and behaviour change communications, a first for the Middle East.

The announcement comes following a surge in demand from major businesses and government organisations in UAE to access strategic and creative support to develop sustainability programmes and behaviour change campaigns. Corporate Culture and M Creative Thinking’s joint capabilities and shared culture will come together to support sustainability and behaviour change across the Middle East.

Alongside offices in the UK and UAE the partnership will provide clients with access to a network of service provision in Europe, North America, Africa and Asia. As well as creative, digital, planning and strategy teams, the partnership has specialist in-house research and training and development capabilities.

Corporate Culture has a well-earned reputation for developing some of the UK’s most compelling sustainable behaviour change programmes, with the agency’s work in developing the national Recycle Now campaign strategy on behalf of resource agency WRAP helping increasing average household recycling rates from 12% to over 40%. Its subsequent work with WRAP on the Love Food, Hate Waste campaign has helped cut annual food waste by over one million tonnes and saved an estimated £2.5bn.

Corporate Culture’s client experience includes global brands Microsoft, Wal-Mart ASDA, SKY, LendLease, ING, BT, Unilever, Standard Life, Bank of America, T-Mobile, FCC, AstraZeneca, Skanska and Pfizer. The company is also currently working with the Environment Agency Abu Dhabi developing a range of sustainability toolkits for region’s business owners and policymakers.

M Creative Thinking has been working in the Middle East for over 9 years, creating and evolving some of the region’s most prominent brands through strategic, design and communications solutions. In the UAE, the agency is currently working with ADPC, Kizad, Dubai Properties Group, Yum Restaurants and further afield The Volkswagen Group, Real People and Neotel.

Andrew Hewitt, Managing Director of Corporate Culture, said: “We are really excited by what we know this partnership can accomplish: working with clients to address the challenges and opportunities of tomorrow through positive commercial and social action today. Demand for sustainability programmes across the Middle East is growing and together we are confident that the right changes can be achieved.”

Matt Laubscher, Founder of M Creative Thinking, added: “The experience, shared thinking and goals of our two businesses made this a natural move from the moment we started working on projects together. Our work will be focused in three key areas: developing sustainability strategies and communications; devising evidence-based behaviour change and engagement campaigns; and creating brand and creative solutions that transform perceptions and behaviours. It’s a unique and very relevant offering for this market, especially now with the UAE firmly focused on sustainable growth and the long term advancement of society, we know we have the right set of local skills and international expertise to help achieve these ambitions.”

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 About Corporate Culture ( 

Corporate Culture is the leading behaviour change agency. Based in London, Liverpool and Edinburgh, we create and deliver evidence-based behaviour change campaigns and sustainability strategies. Our purpose is to help clients achieve long-term, sustainable success. Our work helps clients achieve their goals; improve people’s lives; create healthier communities; and engage employees and stakeholders.

We provide end to end services covering insight, strategy, creative and capacity building. Corporate Culture’s approach is based on our LIFE values:

  • Leadership thinking: we are long-term thinkers, first-movers and thought-leaders
  • Impact planning: we focus on achieving business results and real social change
  • Friendly and professional service: all we do has a human touch and is totally fit-for-purpose
  • Evidence-based strategies: we base our recommendations for strategies and interventions on research and analysis.

About M Creative Thinking ( 

M Creative Thinking is a strategic branding and engagement community based in the UAE with reach across the Middle East, Europe and Africa.  Our focus is developing meaningful and effective branding and communications solutions that not only positively impact business and brands but also the world we live and work in.

The members of M Creative Thinking have been based and working in the region for nearly 10 years, partnering with some of the most influential entities and institutions at the forefront of the growth and diversification of the UAE.

Our services range from strategic consulting through to the full service delivery of brand and communications programmes.

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