Meet Beth Hazon, the agency co-founder that aims to use the power of advertising to nudge things in the right direction for people and the planet.
Here, Beth shares how she ended up a do gooder.
‘I was Managing Director of the largest ad agency in the North East for over a decade before I decided to step away in 2018. My journey began in 2006, growing the team from 6 to 52 and working on numerous national and international accounts. I led the team in producing reams of TV ads, content and press ads for the world's number one gambling company.
‘This well-paid job took me around the world, negotiating high-profile artist contracts. Being young and ambitious, I relished being a woman leading a sports account in a highly male-dominated industry. On reflection, I didn't think twice about the societal impact at the time. The legislation had changed and online gambling was a new category - it was a whole new world, and I was happy to be along for the ride.
‘I'd built solid, trusted client relationships, steered highly effective teams and produced work that delivered tremendous financial value. Given genuine autonomy and trust, I saw many firsts - streaming live data into TV ads and using a text tool on YouTube. The latter was so successful it brought the functionality down globally.
‘On a slow day in 2016, the agency live-streamed a puddle on Periscope, and things escalated quickly. Jack Dorsey DM'd me to say thanks for using a bit of tech he'd just bought. I was interviewed live on CNN, and Twitter's share price went through the roof. I went on to win an award for being a woman and good at my job, but representation matters, right?
‘After my daughter was born, I struggled with postnatal depression and questioned everything around my ability, including the job I'd been very good at for 12 years. Combining this with the need for more flexibility and growing internal friction around the harm caused by the gambling business led me to the decision to hand in my notice.
‘I consulted for a futures agency that worked with brands such as Lego, Mattel and Valspar. Taking much needed time away from the ad world helped me figure out if I could return to agency life on my terms.
‘The gambling sector is built on mass brand awareness, partnerships and giving people the right information just when they need it. Its reach is down to securing huge media deals, celebrity endorsements, progressive tech and unyielding consistency.
‘Nic and I had already bonded over the idea of channelling our collective experience in a different direction. I saw the potential for good that was possible if the commercially savvy tactics executed in advertising were redirected to engage the mass population and amplify messages that created positive behaviour changes rather than bad habits. From this motivation, Do Gooder was born.
‘We collectively believe in the power of advertising and brand comms to nudge things in the right direction for people and the planet and shine a light on the zeitgeist to better represent society. Our work generates value through creativity and speaks to the importance of ethically achieving commercial goals representing a massive opportunity for our partners and us to boot. We have ethical capitalism, social purpose, and sustainable legacy covered.’