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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.

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).  

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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