LONDON — Kindred has hired Zac Schwarz as its new creative director to lead the agency’s creative output and head up its new Lee Concrete More Jungle studio, which aims to connect brands with projects that support the natural world.

Schwarz has held creative director positions at The Academy, Mischief and Golin and was the co-founder of non-profit creative collective Glimpse. He has worked with organisations such as the RSPB, WWF, Possible and Knepp.

Kindred's previous creative director, Chris Bamford, who joined in 2020, has left the firm to pursue other opportunities. 

Joint managing director Sharon Bange said Less Concrete More Jungle would focus on helping brands and non-profits play a role in connecting the public and wild spaces, and supporting nature renewal.

She said: “Kindred has always focused on positive change and it’s the golden thread running through everything we do. When we became a B Corp last year, we made a commitment to do more for the environment. Welcoming Zac and launching Less Concrete More Jungle is a key part of this, strengthening both our creative offer and our ability to make a positive impact on the planet.”

The agency, which now has a team of 40, already works with environmental and climate sector clients including the Waste and Resources Action Programme's (WRAP) Food Waste Action Week.

Schwarz added: “This year is a turning point for nature. Latest research shows that over three quarters of the public are worried about the state of UK nature. We’re one of Europe’s most nature depleted countries and we have already lost 53% of our biodiversity. As last week’s People’s Plan for Nature highlighted, businesses need to be part of this movement – it’s what the public expect, and many customers will demand.

“Kindred’s industry-leading work in positive change makes it the right agency for me to join to deliver stand-out creative campaigns, support brands who want to authentically connect with nature and be part of the change the world needs to see.”