Global advertising powerhouse Interpublic Group (IPG) is facing fresh controversy after internal documents revealed its work for Saudi Aramco, the world’s largest oil company, may have breached its own climate commitments.

According to files obtained by DeSmog, a group of IPG’s London-based agencies helped design campaigns that portrayed Aramco as a leader in climate solutions, despite the company’s plans to spend hundreds of billions of dollars on new oil and gas projects.

‘Industry First’ Policy Under Fire

In 2022, IPG Chief Executive Philippe Krakowsky announced what he called an “industry first” climate policy, promising the company would not take on work “aimed at influencing public policy that seeks to extend the life of fossil fuels.” The move came after more than 800 employees signed a letter urging the agency to act on climate concerns.

But several current and former IPG employees say the Aramco rebranding strategy, which targeted government policymakers, directly contravened that pledge. “Everything IPG does for its fossil fuel clients is aimed at influencing key decision-makers in corporate and political spheres, and making the fossil fuel revenue party last for as long as possible,” said one former staffer.

Employees also raised concerns that IPG breached another element of its policy when it signed QatarEnergy as a client in 2024, even though the company plans to increase production of liquefied natural gas, a move inconsistent with the Paris Agreement climate targets.

Read More: Interpublic Group Achieves Multiple ESG Honours

Green Branding for Fossil Fuels

The documents show that IPG’s work for Aramco was focused on giving the state-owned oil giant a “license to operate as part of the future energy landscape.” Under the campaign tagline Powered by How, launched in 2021, Aramco was presented as an innovation-driven energy company investing in climate solutions such as hydrogen and carbon capture.

The campaign included TV ads, podcasts, sports sponsorships, and major media placements in outlets like the Financial Times and Le Monde. It was also designed to appeal to global investors, leading up to Aramco’s $12.35 billion share sale in 2024.

Critics say the campaign amounted to greenwashing. “It’s a structural lie,” said Abdullah Alaoudh of the Middle East Democracy Center. “By working on these advertisements, you are making it easier for [the Saudi government] to pay for a good reputation instead of complying with the principles of human rights and the environment.”

Commercial Pressures

Despite its climate policy, IPG has a long history of working with fossil fuel companies, including ExxonMobil and Chevron. Former employees say executives quietly justify these relationships as essential to revenue growth, particularly at a time when advertising giants face shrinking profits.

Indeed, documents show Aramco provided IPG’s creative division McCann Worldgroup with a contract worth $9.5 million in 2023 alone. Overall, Aramco has become one of IPG’s most valuable clients, with hundreds of staff reportedly dedicated to its account.

Meanwhile, IPG’s profits fell by more than 23 percent in the second quarter of 2025, adding to fears that commercial pressures will outweigh climate commitments. Industry observers note that IPG’s pending $13 billion merger with Omnicom, another ad giant with major fossil fuel clients, could further weaken its climate stance.

Also Read: Climate Lawsuits Rising in Nearly 60 Countries, Says Report

A Growing Movement Against Fossil Fuel Ads

The revelations come amid growing calls for restrictions on fossil fuel advertising. U.N. Secretary-General António Guterres has urged agencies to drop oil and gas clients, while campaign groups like Clean Creatives have secured pledges from over 1,000 smaller agencies to reject fossil fuel contracts.

Cities such as Edinburgh and The Hague have already banned fossil fuel ads in public spaces, while the UK parliament has debated a nationwide ban. Yet the “Big Six” ad groups, including IPG, WPP, Omnicom, and Publicis, continue to serve some of the world’s largest polluters.

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Source: DeSmog