This story originally appeared in the Spring 2023 issue of strategy.

You are reading a profile of one of this year’s New Establishment winners, recognizing junior- to mid-level talent in the brand, agency and media sectors that have made big impacts at their organizations.

For Sydney Kirkland, the recipe for effecting change can be found where marketing meets purpose. Initially drawn to the creative industry based on her knack for storytelling that had a direct conversion to meaningful change, Kirkland entered media as a way to make an impact. “The magic is in the connection points between the audience and the story – whether through social channels, activation, a movie, or even a 1:1 conversation – influence happens because how we delivered the information resonated with people,” she says.

After she joined Havas Media, Kirkland realized the double-edged sword that is taking on new business – at once, new business drives creativity, camaraderie and growth, but it can also take a toll on burnout levels and team morale. “I had one goal taking on this role at Havas Media: to make new business fun,” says Kirkland. “While goals are good for setting direction, systems are best for making progress.”

So she set out to create those systems. From pipeline management to productizing Havas Media’s offerings, she crafted a framework from where the team could begin, such as collaboration with operations and strategy departments, creating product decks that highlight core offerings and innovations, and harnessing a strong voice and presence in the market. “This way, we can immediately start doing the fun part: digging into the client and their business problem, then understanding how Havas Media can unlock media as a direct driver of business growth,” she says. “Because this framework is in place, it encourages our team to think creatively and start collaborating outside their discipline.”

And the results have been encouraging. Havas Media was invited to 40% of the top pitches in H1, up from 12% at the same time last year, with wins such as Red Bull, AstraZeneca and Wolverine. Even more encouraging, more people are raising their hands to get involved with the initiative.

For Kirkland, sustainability is a core value. She defines it as “meeting the needs of the present without compromising the ability of future generations to meet their needs.” This mission statement drives purpose for her both personally and professionally.

She’s identified two ways that the industry can be a contributor to climate change: through greenwashing and spreading dis or misinformation, and contributing to greenhouse gas emissions through online and offline campaigns. Kirkland believes that, with the right steps, the industry can be a powerhouse for change.

To take those steps, last year, Kirkland focused on advocating for change. She was appointed Havas Media’s Canada Media Directors Council Youth Ambassador, a program that was designed to inspire the next generation to advance its thinking, where she and Shannon Lewis, CMDC president, created the Sustainability Champion of the Year Award. It recognizes individuals who positively impact social and environmental factors through their media practice.

Additionally, Havas Media launched a Social Impact Marketplace that enables clients to invest in ethical and responsible advertising to reach audiences that are interested in improving their carbon footprints. “This past year, we established a baseline carbon footprint for a client in the CPG category by analyzing their historical campaign activity through our carbon measurement partner. We were able to reduce CO2 emissions by 36% per impression, leveraging our bespoke marketplace of publishers and vendors that align to our sustainability criteria,” she says.

Kirkland’s sustainability goals drive her plans this year as she forges on, championing change within Havas Media and its clients through the CMDC YA program. “Our industry is poised for change – clients, employees and communities are demanding change, and we can be the ones to lead it. The potential impact our industry can have energizes me.”