The agency has increased its client portfolio from 10% to 36% in brands whose products and services have a positive impact on the planet.
This year, Canela joined Clean Creatives, becoming the only Spanish communications agency to be part of this movement, which refuses to collaborate with fossil fuel-related companies.
Canela, the Iberian communications agency with offices in Barcelona, Lisbon, and Madrid, has taken a major step in its transition to becoming a go-to agency for regenerative economy companies. At the start of the year, just 10% of its clients were in this sector, but by the end of 2023, that figure had surged to 36%, with key names such as Too Good To Go, B Lab, and Leolabs. And it has done so while maintaining steady growth—an impressive 10% increase this year.
Growing without compromising values
On a social and environmental level, Canela is doubling down on its commitment. After earning its B Corp certification in 2022, the agency joined Clean Creatives in 2023—becoming the only Spanish agency in this global movement of PR and advertising professionals who refuse to work with fossil fuel companies.
“This year, we had a clear goal: to continue growing, but in the right direction—creating a positive impact for both people and the planet. This philosophy has shaped not only the initiatives we’ve implemented internally but also the kind of clients that have joined Canela,” explains Deborah Gray, founder and managing director of Canela.
With a business strategy focused on partnering with brands that align with its values, Canela has expanded its client base beyond those mentioned earlier. New additions include Club Med, Hinge, and Streamlabs, which now join an established roster featuring Adyen, Locus Robotics, Rover.com, and Velux.
Launch of the first impact report and a stronger focus on creativity
For the first time, the agency has released its Impact Report, a document that outlines all the actions and initiatives carried out by the team in 2022 to assess Canela’s impact as a company—prioritizing people, planet, and profits (in that order). “Every decision we make has repercussions—not only within our organisation but also for our clients and the planet. Analyzing our company’s impact is just as important as measuring financial results, as it helps us understand what we are generating and how we can improve year after year,” says Deborah Gray.
Additionally, this year, Canela has made a great commitment to creativity, hiring a creative director for the first time—Andrea Xandri—and developing high-impact campaigns. Some of the most notable campaigns include “Stop Working for Change,” launched on International Women’s Day to highlight the role of women in the communications sector, which earned third place at the Lusophone Creativity Awards in Portugal. Another standout campaign was “Let’s Open a Melon”, created for Too Good To Go on Earth Day to raise awareness about food waste.
For Canela, 2023 has been a turning point in its route towards regenerative communications. A path that will continue and expand during 2024 in which it hopes to achieve half of its clients in this area without ever losing sight of the goals of growth as a company.
