Maja Pawinska Sims 24 Apr 2023 // 3:31PM GMT
AMSTERDAM — The Next Practices Group (NPG) has formed a joint venture partnership with Innate Motion, a global purpose consultancy headquartered in Amsterdam, to support clients in North America with cultural insights, purpose branding and change leadership.
Innate Motion will work with NextPurpose, a new NPG division led by former Omnicom leader David Gallagher, which offers design, digital, communications, marketing, public affairs, PESO media and data science to purpose-driven businesses.
The B-Corp consultancy – which describes its work as “humanizing business” – combines psychology, sociology, anthropology, philosophy, research and marketing to help clients understand people and emerging trends, and “the essence of loved brands”, with the aim of increasing relevance and driving growth. The 50-strong global team has worked with brands and organizations including Unilever, Samsung, Coca-Cola, Jaguar Land Rover, L’Oreal and Visa.
Innate Motion was co-founded in 2006 by Joyshree Reinelt (pictured), who becomes CEO of the joint venture, Innate Motion NPG. She told PRovoke Media: “We work in more than 75 countries and the US is an important market for us, working with big global clients, defining their vision and translating strategies across markets and cultures. Since last year we have been focused on humanizing business, and the more businesses we can touch, the more impact we can generate. If brands are genuine and really walking the talk – not just ‘poster purpose’ but translating into action and being measurable in the impact they are generating – business can be a force for good.
“The US needs to be on the forefront of driving that change and we felt we needed stronger North American partners to help us unlock huge potential. When we met NPG things moved very fast: it was a meeting of minds and it’s clear we both want to drive positive change in the world by humanizing business for growth. Our goal is to accelerate the shift towards regenerative futures that serve humanity and heal the planet in a more sustainable business model, and in NPG we chose the best partner to do so.”
Reinelt added: “If we bring together the way we do things, focused on the power of fierce empathy and radical collaboration, and NPG’s ability to bring diverse stakeholders together, it’s a compelling proposition for clients. We are about vision, purpose and overall strategy and narrative and usually leave clients when it comes to implementation and activation – with NPG we can follow the complete journey seamlessly.”
As part of the joint venture, Reinelt will work closely with one of NPG’s founders, Brian Powell – also managing partner of purpose-driven digital and design agency Matchfire – who becomes a partner at Innate Motion. Powell said: “By humanizing business we generate brand resonance internally and relevance externally, making an organization measurably more successful and resilient.”
Gallagher, NPG’s global CEO of NextPurpose, added: “It is important for us to provide a fresh perspective and solutions that support organizations as they humanize their business and share their unique perspective in an effective and powerful manner that aligns with their stakeholders.”