Off Ramp Report

The report argues that the end of fossil fuel advertising is inevitable and that marketing agencies must proactively 'off-ramp' these clients to avoid financial and reputational damage. It estimates that the top 29 oil majors spent $6.97 billion on media, creative, and PR in 2024, with $3.03 billion going to major holding companies and $3.94 billion to independent agencies. The document highlights the risks of retention, citing Havas' loss of B Corp certification and Edelman's 5% revenue decline in 2024. It proposes a phased exit strategy ending in 2030, suggesting agencies pivot toward high-growth sectors including healthcare (projected $36.4 billion marketing value by 2030), renewables, and the circular economy (a $4.5 trillion global opportunity by 2030).

• The top 29 oil majors spent an estimated $6.97 billion on media, creative, and PR in 2024. Of this, $3.03 billion went to major global marketing holding companies (including WPP, Omnicom, IPG, Publicis, Dentsu, Havas, Stagwell, Accenture Song, and Edelman) and $3.94 billion went to independent agencies.
• Retaining fossil fuel clients has led to significant financial and reputational losses for specific agencies. Havas faced the revocation of its B Corp certification and reported losing 15 clients and 12% of its global workforce (approximately 2,500 people) following its contract with Shell. Edelman experienced a 5% revenue decline in 2024 and lost clients such as We Mean Business and opportunities with Nike due to its fossil fuel ties.
• Fossil fuel companies are facing structural economic decline as global oil demand growth fell below 1% for the first time since the COVID-19 pandemic. Investment in clean energy now represents nearly double the annual investment in fossil fuels, with solar energy investment alone reaching $0.5 trillion in 2024.
• The report identifies three primary growth sectors to replace fossil fuel revenue: healthcare, renewables, and the circular economy. The healthcare marketing and communications sector is projected to grow from $22.8 billion in 2024 to $36.4 billion by 2030. The circular economy is described as a $4.5 trillion global opportunity by 2030.
• The report proposes a five-phase 'off-ramp' strategy for agencies to become fossil-fuel-free by 2030: 2026 (Foundation and Quiet Shifts), 2027 (Strategic Shifts and Pilots), 2028 (Portfolio Pivot), 2029 (Public Break-Up and Brand Repositioning), and 2030 (Fossil Free and Forward).
• Approximately 50 jurisdictions, including Sydney, Edinburgh, and The Hague, have already implemented restrictions or bans on fossil fuel advertising following a June 2024 call for a global ban by UN Secretary-General António Guterres.

APA

Clean Creatives (2025). Off Ramp Report. https://cleancreatives.org/s/Off-Ramp-Report-Pathway-to-a-Profitable-and-Fossil-Fuel-Free-Future-for-the-Marketing-Industry.pdf

Chicago

Clean Creatives. Off Ramp Report. 2025. https://cleancreatives.org/s/Off-Ramp-Report-Pathway-to-a-Profitable-and-Fossil-Fuel-Free-Future-for-the-Marketing-Industry.pdf.

Wikipedia

{{cite report |author=Clean Creatives |title=Off Ramp Report |date=November 2025 |url=https://cleancreatives.org/s/Off-Ramp-Report-Pathway-to-a-Profitable-and-Fossil-Fuel-Free-Future-for-the-Marketing-Industry.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{cleancreatives2025off, author = {{Clean Creatives}}, title = {{Off Ramp Report}}, institution = {Clean Creatives}, year = {2025}, month = nov, url = {https://cleancreatives.org/s/Off-Ramp-Report-Pathway-to-a-Profitable-and-Fossil-Fuel-Free-Future-for-the-Marketing-Industry.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }