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Amanda Hill

Co-CEO & Founder

We Are On Purpose 

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Nicole Vollebregt

Co-CEO & Founder

We Are On Purpose

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Yumna Martin

Impact Director

We Are On Purpose

Our Core Team

Our Partner Agency

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On Purpose Group


Our sister agency in London.  On Purpose Group focusses on harnessing the emotional power of entertainment to inspire societal change and accelerate impact around the planet’s biggest challenges.

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Jo - Founder and CEO - is behind the conception, investment and marketing of the most successful international Factual content of the last twenty years (Walking with Dinosaurs, Blue Planet I&II, Planet Earth I&II, Top Gear to name but a few).  

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Inspired by what’s been coined “the Blue Planet effect’s” impact on Plastics, OPG believes that ‘big noisy content’ can absolutely change consumer behaviour.

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Jo Sermon

CEO & Founder

On Purpose Group - London

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