LONDON — Strategic communications consultancy Woodrow has joined forces with former MSL UK chief executive Chris McCafferty, bringing him on board as a senior partner for sustainability and impact to advise multinational brands, corporates, institutions and growth businesses.

McCafferty (pictured, right), who in his previous role with the Publicis agency was also CEO of sister sustainability strategy consultancy Salterbaxter, has advised brands including Puma, Nespresso, and Subway on complex challenges.

In his new role at Woodrow – named as one of the 50 best agencies in the UK by PRovoke Media – he will focus on senior client advisory, strategy development, and positioning, working closely with Woodrow’s leadership team to expand the consultancy’s influence in sustainability across its London, New York and Nairobi offices. He will continue with other consultancy and ventures as part of his new Chapter 2 business.

McCafferty is the third UK holding company agency leader to join Woodrow’s ranks in the past year, after former FleishmanHillard CEO Jim Donaldson’s arrival as chair a year ago, and former Ogilvy PR global CEO Stuart Smith joining the New York office last month. The agency also grew its senior team in September last year with the addition of agency and in-house fintech leader Isabel Wood (pictured, centre) as its first managing director.

Speaking to PRovoke Media, Woodrow founder and CEO Charlie Tarr (pictured, left) said the partnership was a response to seeing more clients who want good advice from people who have been at the top and have created and built brands and campaigns, but aren’t enthusiastic about the value they get from holding companies.

“Clients want to know where their money is going when budgets are under pressure, and I’m keen to surround myself with the smartest people in the industry,” he said. “Globally we didn’t have an answer to the big question and conversation around sustainability, climate, impact and purpose and where that’s now all going. Chris has worked with some of the biggest brands in the world and brings a level of senior advisory around sustainability and impact that future-proofs the work we’re doing with big brands and institutions, with a quality of advice that is unbeatable.

“With Chris on board, our clients don’t have to call up a sustainability practice at a huge company. Having people at the top of their game, who are nimble, entrepreneurial, problem solving, and can uncovering the real issues is a very Woodrow vibe. We’re known for getting under the skin of sticky, nuanced, challenging issues, and this is a great time to be working with Chris in this area. He gives us a really potent advisory service around sustainability. The way his brain is wired is incredible – and we get on really well.”

And he added: “When I look at how going to double the size of the business, it’s down to one thing – amazing work. We’re only going to grow attract business at a time when agencies under scrutiny if we do the best work, with the best people.”

Talking about his new role, McCafferty told PRovoke Media: “Charlie and Woodrow are so impressive, and our value together is defined by our impact. In today’s geopolitical environment, the three choice clients have in the sustainability and impact are to roll back, go dark, or adapt. All are valid, but they all have risks and upsides – it’s a complex question that means you have to balance the business, commercial, audience and regulatory realities.

“Charlie and I can both see the opportunity in a market where clients are being asked new questions and need new answers.”

He added: “I wanted to have a portfolio of entrepreneurial opportunities and equally to stay as a practitioner. The relationship between me being an effective practitioner and advisor is important – I believe I can be a far better advisor if I’m actively engaged in client work, but I had to find the right opportunity to do that. And on a personal level, I’m doing everything I can to do work that motivates me and makes me happy. Our partnership is a perfect next chapter for both sides.”

McCafferty joins Woodrow’s growing sustainability offering that sits in its new advisory arm – which brings together sustainability communications, employee engagement, M&A, stakeholder and government relations, and research – includes director Henry Kirby and Lily Willis, who recently joined from the Financial Times’ climate events team.

As well as playing a role for clients at recent United Nations Climate Change Conferences (COP) – and with a presence at COP30 in Brazil this year – the consultancy recently led a 6,000-delegate sustainable agriculture event in Kigali, Rwanda, for AGRA, and is currently managing Economist Sustainability Week in London, at which McCafferty is a speaker.

Recent projects including advising Economist Impact’s Sustainability team on thought leadership and strategy; developing ESG strategies for clients in the commodities sector; and collaborating with stakeholders in the maritime industry on issues ranging from methane slippage to transition fuels.