MAL\ FOR GOOD was started in March 2014 with the passion and wisdom of TBWA Global Chairman and Chief Creative Officer Lee Clow. Always in search of the common good, Clow launched MAL\ FOR GOOD as a social-impact agency that’s part of the TBWA network.
Through storytelling and advocacy, MAL\ FOR GOOD delivers innovative, inspiring creative that both promotes and builds brands. The agency partners with for-profit and not-for-profit clients that share in its commitment to the planet and the people who inhabit it.
Since its inception, MAL\ FOR GOOD has created impactful campaigns for its clients. The first was for Conservation International, as the agency created a campaign called “Nature is Speaking” that won a Gold Lion at Cannes in 2015. Not long after, MAL\ FOR GOOD launched XQ: The Super School Project, a nationwide invitation to self-assemble into teams and submit proposals to reimagine America’s public high school system. To celebrate the overwhelming response of applicants, we revamped an old school bus and took it on a cross-country tour. XQ: The Super School Bus Tour is still underway, galvanizing communities across America to rethink high school.
MAL\ FOR GOOD serves an emerging model of enterprise, in which for-profit businesses are addressing social goals while nonprofits develop sustainable and entrepreneurial market-based operations. Its client roster has included XQ Institute, Emerson Collective, Conservation International, Starbucks, One Love, TOMS, Earth Justice and Best Friends Animal Society.