An advertising agency isn’t usually the first place people look for decarbonization metrics. GINGA, an independent agency based in São Paulo, decided to become exactly that. The company has just earned B Corp certification with a score of 92.9 on the B Impact Assessment—while the median score for companies that complete the questionnaire is 50.9 and the minimum required for certification is 80. This score is no small feat. It measures governance, relationships with employees, the community, the environment, and customers, and places GINGA among the first agencies in the country to receive the seal of approval from B Lab, an organization that audits social and environmental performance and legal transparency.

The award comes amid consistent growth. Over the past five years, GINGA has grown by an average of 30% per year. It closed out 2024 with net operating revenue of R$ 28.76 million and ended the following fiscal year with revenue of R$ 45 million. The stated goal is to reach R$ 70 million by 2029. Founded in 2002, the agency now connects more than 700 professionals in Brazil and abroad.

B Corp certification requires a legal commitment that sets it apart from standard environmental labels. The company amends its articles of incorporation to formally recognize employees, suppliers, communities, and the environment as having equal standing with shareholders. The assessment focuses not on an isolated product or process, but on the company as a whole. In Latin America, the process is led by Sistema B, a partner of B Lab that has been operating in Brazil since 2013. Brazil’s base of certified companies is the second largest on the continent, second only to Argentina.

Pedro Del Priore, co-founder and CEO of the agency, places this movement within a specific timeframe. “The B certification is part of an operational transformation process that has accelerated over the past three years, but which was already rooted in a human-centered and conscious management mindset—one that has always guided GINGA’s work since its founding. We believe that the major transformation of the market going forward will be cultural, not just technological. More than just communicating, brands today are jointly responsible for the impacts they generate. The certification recognizes a change that had already been taking shape internally. “Our model seeks to integrate business results with systemic responsibility,” he explains. The reorganization was guided by an impact assessment anchored in 10 of the 17 UN Sustainable Development Goals.

The environmental aspect is quantifiable. A study based on the GHG Protocol shows a reduction of approximately 60% in greenhouse gas emissions compared to centralized operations, the result of a distributed model that the agency has dubbed “Colaboridade”—an architecture that combines structured collaboration, repertoire diversity, and strategic intelligence. Since 2024, the company has been conducting carbon inventories and offsetting its carbon footprint, and has adopted decarbonization guidelines for productions and events. It recycles more than 80% of its solid waste—compared to a national average of around 4%—and composts organic material that would otherwise go to landfills.

The social front yields the most significant data. Women account for 73% of the total workforce and 71% of leadership positions. LGBTQIA+ individuals represent 42% of employees; Black and Brown individuals, 28%. Internal satisfaction hovers around 90%, a key indicator in an industry marked by high-stress routines and high turnover. The company provides support for mental health, financial education, and nutrition, as well as incentives for physical activity, and has set goals for progress through 2030, including pay equity policies.

Paulo Martinez, COO and co-founder—and also co-initiator of the GIRA community, a GINGA Group platform that connects professionals in the marketing economy and offers training in emerging technologies—defines what the agency means by diversity. “Diversity isn’t just about representation. It translates into listening methodologies, space for experimentation, and individual development programs that respect individual paces and particularities. Belonging shouldn’t require conforming, but rather being welcomed,” he comments.

Regarding the operational design, Martinez concludes by explaining the logic that links growth to certification. “When an operation is designed with a systemic approach, the positive impact is no longer a byproduct but rather a consequence of the model.” With B Corp certification, GINGA reinforces its strategy of consolidating a model in which vitality, efficiency, and sustainable growth operate in an integrated manner, signaling a broader movement toward transformation in the communications industry.”

The agency’s positioning can be summed up in a phrase it repeats: “BR isn’t 011—it’s +55.” The idea treats Brazil’s cultural diversity as a creative asset, not merely as a backdrop. GINGA is betting that advertisers will begin to demand partners who combine efficiency with audited accountability—not just empty rhetoric. The projected R$70 million for 2029 will show whether this assessment was correct.