Justin Tindall

M&C Saatchi & University of Greenwich launch initiative to expose inner-city girls to the creative industries - The concept was originally thought up by Justin Tindall, chief creative officer at M&C Saatchi, back in 2016, who then approached Miriam Sorrentino, from the University of Greenwich, to help design the programme. “I am immensely proud of Carbon Academy – an idea that, in truth, was largely born out of frustration: Frustration at an industry full of headline-grabbing, well-intentioned D&I initiatives that rarely materialise beyond the publicity. Frustration at creative departments being predominantly populated by people who look, sound and think the same. Frustration at the lack of awareness among creative school leavers of advertising as a viable career path,” Justin explains.

Justin Tindall, group chief creative officer at M&C Saatchi, said: "Our ambition with this campaign when it started was to cut through all the white noise of PPI to make people stop and take action. Featuring an animatronic Arnie head yelling about PPI was a stroke of crazy creative genius and about as far removed from box-ticking advertising as you can get.