Background

Group SJR is part of the WPP group of companies.¹“SJR,” WPP, Accessed February 2024. Archived February 20, 2024. Archive URL: https://archive.ph/cvZFT. Group SJR’s current clients include ExxonMobil²“Meredith Whitefield,” The Org, Accessed March 2024. Archived March 8, 2024. Archive URL: https://archive.ph/kxN03. and Drax,³“Privacy,” Visit Cruachan, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/MCQLB. a biomass power generation operator. Drax owns Britain’s biggest power plant and says it is to be Europe’s largest decarbonisation project, but remains the single biggest emitter of carbon dioxide in the UK.⁴“Drax: The UK’s ‘Carbon Neutral’ Biomass Power Plant,” DeSmog series page.^,5Tom Harrison, Harriet Fox. “Biomass plant is UK’s top emitter,” Ember, July 31, 2023. Archived May 10, 2024. Archived .pdf available at DeSmog. Group SJR has also worked for Chevron,⁶“Nicole D Maxwell,” Staff Me Up, Accessed March 2024. Archived March 7, 2024. Archived .pdf available at DeSmog. General Electric,⁷“WPP Annual Report & Accounts 2015,” WPP, 2016. Archived March 7, 2024. Archived .pdf available at DeSmog. Shell,⁸“Henry Teitelbaum,” LinkedIn. Accessed March, 2024. Archived .pdf available at DeSmog. and BP.⁹“Mark Rose,” LinkedIn. Accessed March, 2024. Archived .pdf available at DeSmog.

Group SJR was founded in 2004,¹⁰“Group SJR Overview,” PitchBook, Accessed February 2024. Archived July 30, 2021. Archive URL: https://archive.ph/g8p25. and was acquired by the WPP-owned agency Hill + Knowlton in 2013.¹¹“Hill Knowlton Strategies acquires digital content creator Group SJR,” WPP, June 25, 2013. Archived February 21, 2024. Archive URL: https://archive.ph/gKJ7i. In 2018, Group SJR split from Hill + Knowlton but remained part of WPP.¹²Steve Barrett. “H+K separates from SJR in global restructure,” PR Week, October 5, 2018. Archived December 7, 2023. Archive URL: https://archive.is/5hmjq. In 2024, Hill + Knowlton merged with Burson Cohn & Wolfe to form the WPP-owned agency Burson, which is the largest public relations agency in the world.¹³“Burson,” DeSmog, 2024.

Group SJR specializes in the production of digital content and journalistic-style stories.¹⁴“About,” Group SJR, Accessed February 2024. Archived February 20, 2024. Archive URL: https://archive.ph/rRxjN. It has historically taken on contentious work. For example, according to a previous version of Group SJR’s website, in 2006, Group SJR, “Managed response to media/NGO accusations of slave labor abuses for a chocolate manufacturer, a top household brand.” It also “developed and implemented a campaign to protect a personal computer marketer’s brand in the wake of environmental groups’ charges of prison labor abuses.”¹⁵“clients – crisis management + litigation,” Group SJR, 2006. Archived August 11, 2006. Archived .pdf available at DeSmog.

House Committee on Natural Resources Investigation

In 2022, the U.S. Congress’s House Committee on Natural Resources published a report, “The Role of Public Relations Firms in Preventing Action on Climate Change,” which highlighted two ExxonMobil campaigns by Group SJR. The analysis said the campaigns “illustrate the kinds of tactics PR professionals use to remediate the fossil fuel industry’s image in the modern social media era.”¹⁶“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf available at DeSmog.

The Natural Resources Committee analyzed two applications Group SJR submitted for consideration for public relations industry awards. The award submissions detailed two of Group SJR’s campaigns for ExxonMobil. One submission described how Group SJR ran ExxonMobil’s “Energy Factor” website and stated that the purpose of the website was to “highlight ExxonMobil’s commitment to innovation, research, and emissions-reducing technologies.” It also explained that the website was aimed, at least in part, at “skeptics of the brand.” The Committee on Natural Resources report found:¹⁷“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 1, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf available at DeSmog.

“The ultimate goal of the Energy Factor is not to provide a factual counter narrative, but to drive ‘brand favorability.’ […] These messages are misleading about ExxonMobil’s role in climate change because they falsely depict ExxonMobil as making significant contributions to fighting the crisis.”¹⁸“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 1, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf available at DeSmog.

The second award application focused on Group SJR’s 2019 “Natural Gas PB&J” video ads for ExxonMobil. The submission stated that these ads showed how “ExxonMobil is helping to keep emissions down as a leading supplier of cleaner-burning natural gas.” The ads were specifically targeted at Gen Z, and the report stated that this campaign mimicked popular online trends “to sell narratives greenwashing the oil major’s work.”¹⁹“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 1, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf available at DeSmog.

Group SJR/ExxonMobil’s Algae Biofuel Research

In 2009, ExxonMobil announced a major project to research algae-based biofuels.²¹Katie Howell, “Exxon Sinks $600M Into Algae-Based Biofuels in Major Strategy Shift,” New York Times, July 14, 2009. Archived April 8, 2024. Archive URL: https://archive.ph/nhTXw. By 2022, ExxonMobil had spent $68 million on advertising its algae research, and the Wall Street Journal reported that some scientists believed the research was “little more than a PR stunt.”²²Christopher Matthews, “Exxon Sees Green Gold in Algae-Based Fuels. Skeptics See Greenwashing,” Wall Street Journal, October 3, 2021. Archived March 27, 2022. Archive URL: https://archive.is/VuDfX. In 2022, the U.S. House Committee on Oversight and Reform published a memo detailing ExxonMobil’s algae campaign. The committee obtained internal ExxonMobil documents, and the memo reported that the documents revealed a “tension between the company’s public aspirations and actual technological capabilities.”²³“Memorandum,” U.S. House Committee on Oversight and Reform, September 14, 2022. Archived April 8, 2024. Archived .pdf available at DeSmog. In 2023, DeSmog reported that ExxonMobil had pulled back from funding the algae biofuel research.

A number of advertising agencies worked for ExxonMobil on its algae biofuel campaign,²⁴“Exxon drops its algae ruse,” ExxonKnews, February 13, 2023. Archived April 8, 2024. Archive URL: https://archive.ph/I2XQB. including Group SJR. Group SJR produced a range of promotional materials, including videos,²⁵ “Other selected work,” Dana Leonard Production, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/5OQW9.^,26“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.^,27“School of ExxonMobil: Algae Biofuel,” YouTube video uploaded by ExxonMobil on December 4, 2018. Archived .mp4 available at DeSmog. website content,²⁸“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf available at DeSmog. and social media content.²⁹“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.

Group SJR and ExxonMobil’s Fossil Fuel Extraction in Guyana

ExxonMobil’s fossil fuel extraction in Guyana has raised environmental, political, health, and safety concerns, which have been widely reported in the media.³⁰Antonia Juhasz. “Exxon’s oil drilling gamble off Guyana coast ‘poses major environmental risk’,” The Guardian, August 17, 2021. Archived March 4, 2024. Archive URL: https://archive.ph/VOpy5.^,31Kevin Crowley, “The World’s Newest Petrostate Isn’t Ready for a Tsunami of Cash,” Bloomberg, August 13, 2019. Archived April 5, 2024. Archive URL: https://archive.ph/NxlX1. In 2023, Guyana’s High Court ruled that ExxonMobil had breached its oil spill insurance obligations.³²Amy Westervelt, “How Exxon captured a country without firing a shot,” The Intercept, June 18, 2023. Archived April 5, 2024. Archive URL: https://archive.ph/oD4qu.

ExxonMobil released content promoting its work in Guyana, and Group SJR created some of it. In 2020, Group SJR produced the campaign “Opportunity Begins with Energy” for ExxonMobil. The campaign included a short film about a Guyanese man whose life was changed by gaining access for the first time to reliable energy. The film opens with the text “Based on a true story,” and ends with the words “energy powers opportunity,” followed by the ExxonMobil logo.³³“Energy Opportunity: Battery Power in Guyana,” YouTube video uploaded by user ExxonMobil on November 19, 2020. Archived May 7, 2024. Archived .mp4 on file at DeSmog.^,34“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.

Group SJR produced a video for ExxonMobil’s 2019 shareholders meeting that stated, “producing Guyanese resources will create economic opportunities.”³⁶“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.

Later in 2019, ExxonMobil released a video discussing oil production in Guyana.³⁷“Offshore Oil Production & Discovery In Guyana | ExxonMobil,” YouTube video uploaded by user ExxonMobil on December 23, 2019. Archived .mp4 available at DeSmog. Another video released in November 2021 called “Offshore Diaries” also focused on Guyana.³⁸“The Offshore Life of Guyanese supporting ExxonMobil Guyana,” YouTube video uploaded by user GUYANA 215 on November 4, 2021. Archived .mp4 available at DeSmog.  Group SJR has not publicly taken credit for these two pieces. However, the agency takes a similar documentary-style approach to a video it produced for ExxonMobil in 2018 about another of the fossil fuel major’s oil extraction projects.“³⁹Go inside one of the world’s largest oil platforms,” ExxonMobil, December 20, 2018. Archived March 1, 2024. Archive URL: https://archive.ph/zLoqn.^,40“EXXONMOBIL: LIFE ON AN OFFSHORE OIL PLATFORM,” Group SJR, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/Nid6i.

Stance on Climate Change

Group SJR’s parent company, WPP, has pledged to reach net-zero emissions from its direct operations by 2025, and across its supply chain by 2030.“⁴¹Annual Report 2022,” WPP, March 23, 2023. Archived July 14, 2023. Archive URL: https://archive.ph/nGlMH As of March 2024, Group SJR does not have its own sustainability policy or net-zero target and does not provide any information about its approach to sustainability issues on either its website or in annual reports.

In 2018, WPP responded to the Climate Investigations Center PR climate survey on behalf of all its subsidiaries, including Group SJR. In its response, it said: “Climate change is a major threat.”⁴²“Hill+Knowlton PR,” Climate Investigations Center, 2018. Archived May 9, 2024. Archive URL: https://archive.ph/QXDZf.

Group SJR says it has an approach of “radical transparency,”⁴³“The Drum Awards,” The Drum Awards, Accessed March 2024. Archived December 8, 2023. Archived .pdf is available at DeSmog. and states in one of its blog posts: “ESG tactics that aren’t … rooted in reality — are a surefire way to attract the wrong kind of attention.”⁴⁴“How can CCOs talk to everyone at once?,” Group SJR, Accessed March 2024. Archived March 18, 2024. Archive URL: https://archive.ph/PyIX0. However, an anonymous 2021 review from a person identifying themselves as a former Account Director at Group SJR titled “Profit-driven over anything else” appeared on Glassdoor, a website where employees review their current or previous company. The post alleges that fossil fuel work is a large proportion of Group SJR’s portfolio:

“SJR’s largest client is an oil and gas giant. Creativity and purpose? Nope, it’s all about
the money.”

Under the section “Advice to Management” the reviewer wrote:

“Take a long hard think if you truly want oil and gas climate-denying content to make up the majority of the agency’s output.”⁴⁵“Group SJR Reviews,” Glassdoor, 2021. Archived .pdf is available at DeSmog.

In 2022, Clean Creatives, an initiative encouraging the advertising and public relations industry to cut ties with fossil fuel clients, included Group SJR on its annual “F-List” for its work with ExxonMobil.⁴⁶“F-List 2022,” Clean Creatives, Accessed March 2024. Archived March 18, 2024. Archived .pdf available at DeSmog. Archive URL: https://archive.ph/Ew0gd

Funding

Group SJR’s parent organization, WPP, does not disclose revenue for individual subsidiaries. In 2022, WPP reported revenue of £14.4 billion ($17.5 billion) with pass-through costs included.⁴⁷“Annual Report 2022,” WPP, March 23, 2023. Archived July 14, 2023. Archive URL: https://archive.ph/nGlMH

Key People

	Role	2024	2023	2022	2021	2020
Tom Blim48“Tom Blim,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Global President, Founder		Y	Y	Y	Y
Billy Sind49“Billy Sind,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Chief Strategy Officer, Co-Founder	Y	Y	Y	Y	Y
Chuck Hajj50“Chuck Hajj,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	President, North America	Y	Y
Erin Gentry51“Erin Gentry,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	President, North America and Chief Client Officer		Y	Y	Y	Y
Stephen Black52“Stephen Black,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Global Chief Financial Officer	Y	Y	Y	Y	Y
Brian Adam Douglas53“Brian Adam Douglas,” LinkedIn. Accessed March 2024. Archived is .pdf available at DeSmog.	Senior Director of Creative A.I.	Y	Y
Selena Cameron54“Selena Cameron,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Global CEO	Y	Y	Y	Y	Y
Giovanna Fabiano55“Giovanna Fabiano,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Chief Content Officer	Y	Y	Y	Y
Cecilia Lang56“Cecilia Lang,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.	Global Chief Revenue Officer	Y	Y
William Michael Scott57“GROUP SJR LIMITED,” Companies House, Accessed March 2024. Archived February 28, 2024. Archive URL: https://archive.ph/B9wlJ.	Director – UK	Y	Y	Y	Y	Y

Fossil Fuel Clients

Year	Region/Country	Client	Campaign	Group SJR or Group SJR partner agency	Citation
2024	UK	Drax	Development of the Cruachan Visitor Website	Group SJR	58“Drax Group // Visit Cruachan,” Pixel Standard Group, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/4g85X.,59“Privacy,” Visit Cruachan, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/MCQLB.
2024		ExxonMobil		Group SJR	60“Meredith Whitefield,” The Org, Accessed March 2024. Archived March 8, 2024. Archive URL: https://archive.ph/kxN03.,61“Anna Niettamo,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.
2023		Drax	Capture the Opportunity	Group SJR	62“2023 International Content Marketing Awards: Shortlist,” The Content Marketing Association, Accessed March 2024. Archived December 5, 2023. Archived .pdf is available at DeSmog.
2023		ExxonMobil		Group SJR	63“Meredith Whitefield,” The Org, Accessed March 2024. Archived March 8, 2024. Archive URL: https://archive.ph/kxN03.,64“Anna Niettamo,” LinkedIn. Accessed March 2024. Archived .pdf is available at DeSmog.
2022	India	ExxonMobil	Energy Factor	Group SJR	65“Advanced Lubricants Are Driving Energy Efficiency In India’s Industries,” Energy Factor Asia Pacific by Exxonmobil,  Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/uYvVI.,66“Group SJR,” Alex Higgins, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/emw4c.
2022		Drax	Capture the Opportunity	Group SJR	67“The Drum Awards,” The Drum Awards, Accessed March 2024. Archived December 8, 2023. Archived .pdf available at DeSmog.
2021	US	ExxonMobil		Group SJR	68“ExxonMobil is Using An Innovative AR Experience to Showcase How Carbon Capture Storage Can Remove 90% of Industrial CO2 Emissions,” Groove Jones, January 17, 2022. Archived June 9, 2023. Archive URL: https://archive.ph/PVQvc.
2021		Drax		Group SJR	69“About Christie,” C Tandiono, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/Wynwv.
2020	Global	ExxonMobil	Energy Factor / “Natural Gas PB&J”/ Opportunity Begins with Energy	Group SJR	70“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.
2020		Drax	The Northern Powerhouse	Group SJR	71“The Northern Powerhouse,” Vince Camacho, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/aKWQG.,“About Christie,” C Tandiono, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/Wynwv.
2020		BP		Truffle Pig	72“Mark Rose,” LinkedIn. Accessed March 2024. Archived .pdf available at DeSmog.
2019	Global	ExxonMobil	Energy Factor / Soothing Science / School of ExxonMobil	Group SJR	73“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.,“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.
2019		Drax	Updated the Drax website	Group SJR	74“IBM, Kellogg’s and GLOW take top honors at the Digiday Content Marketing Awards,” DIGIDAY, March 2, 2019. Archived March 6, 2024. Archive URL: https://archive.ph/mUdWX.,75“About Christie,” C Tandiono, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/Wynwv.
2019		Shell		Group SJR	76“Group SJR Producer Interview Questions,” Glassdoor, Updated August 26, 2019. Archived March 7, 2024. Archive URL: https://archive.ph/ER0YR.,77“Group SJR Interview Question,” Glassdoor, Accessed March, 2024. Archived March 19, 2024. Archive URL: https://archive.ph/n1bw2.
2018	Global	ExxonMobil	Energy Factor	Group SJR	78“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.
2018		Drax		Group SJR	79“Website privacy notice,” Drax, Accessed March 2024. Archived March 6, 2024. Archived .pdf available at DeSmog.,80“About Christie,” C Tandiono, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/Wynwv.
2017	Global	ExxonMobil	Energy Factor	Group SJR	81“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.
2016	Global	ExxonMobil	Energy Factor	Group SJR	82“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.
2016	US	General Electric		Group SJR	83“Hill+Knowlton Strategies: PRWeek Global Agency Business Report 2016,” PR Week, May 2, 2016. Archived May 6, 2016. Archive URL: https://archive.ph/BkJw8.
2016		Shell		Group SJR	84“Henry Teitelbaum,” LinkedIn. Accessed March 2024. Archived .pdf available at DeSmog.
2016		Chevron		Group SJR	85“Content Marketing Strategy for Executives,” Content Marketing Institute, April 2016. Archived March 7, 2024. Archived .pdf available at DeSmog.
2015	US	General Electric	Produced GE’s Tumblr site and Txchnologist magazine	Group SJR	86“GE Reports Makes Best Branded Content List,” General Electric, December 28, 2015. Archived March 4, 2024. Archive URL: https://archive.ph/Gs5Ja.,87“Watch this Inspire Drone Shoot Hoops with GE’s ecoROTR,” RSSING, Accessed March 2024. Archived March 4, 2024. Archive URL: https://archive.ph/UT6B9.
2015	US	Chevron	DOERS	Group SJR and Truffle Pig	88“Nicole D Maxwell,” Staff Me Up, Accessed March 2024. Archived March 7, 2024. Archived .pdf available at DeSmog.

Actions

2022 – 2023

Group SJR produced the “capture the opportunity” campaign for Drax,⁸⁹“2023 International Content Marketing Awards: Shortlist,” The Content Marketing Association, Accessed March 2024. Archived March 6, 2024. Archived .pdf available at DeSmog.^,90“The Drum Awards,” The Drum Awards, Accessed March 2024. Archived December 8, 2023. Archived .pdf available at DeSmog. a highly polluting power generation business that uses controversial⁹¹Jen Cronin, Oliver Broad, Isabela Butnar, Julia Tomei. “Bioenergy: informing decision-making about a controversial energy source,” UCL Institute for Sustainable Resources, November 2, 2021. Archived April 24, 2024. Archive URL: https://archive.ph/SY4Df bioenergy with carbon capture and storage (BECCS) technology.

The campaign consisted of five short films, the first of which was submitted for a 2023 Drum Award. The purpose of the video, as described in the award submission, was: “showcasing energy company Drax’s visionary approach to tackling climate change and achieving net zero” by focusing on Drax’s use of bioenergy with carbon capture and storage. The submission goes on to say: “With the reputational challenges of the energy industry, our approach of radical transparency represents a step change in humanising both the sector itself, and the key players in the road to net zero.”⁹²“The Drum Awards,” The Drum Awards, Accessed March 2024. Archived December 8, 2023. Archived .pdf available at DeSmog.

Two of the four subsequent films highlighted the development of industry standards for carbon dioxide removals (CDRs), with one of the films focusing entirely on this subject.⁹³“Capture the Opportunity for carbon removal standards,” Vimeo video uploaded by Drax Group on June 6, 2023. Archived .mp4 available at DeSmog.^,94“Capture the Opportunity for sustainable, healthy forests,” Vimeo video uploaded by Drax Group on June 5, 2023. Archived .mp4 on file at DeSmog. CDRs are a method by which companies can make money from removing carbon dioxide from the atmosphere. In 2023, Drax was promoting its CDRs and positioning itself to be a key contributor in the development of new standards for CDRs.⁹⁵Angela Hepworth, “Raising the Standard in Carbon Removals,” Drax, October 4, 2023. Archived March 6, 2024. Archive URL: https://archive.ph/g9Kgk.^,96“Setting the standard,” Drax, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/XPzjt. Drax is a member of the CCS+ Initiative, which is developing proposed CDR standards on behalf of the industry. The initiative has been criticized as an attempt by the fossil fuel industry to gain control of the solutions to climate change. BP, Equinor, GE Power, Shell, and TotalEnergies are also partners of the CCS+ Initiative, and the Oil and Gas Climate Initiative is on its advisory panel.

The third film calls on governments to support projects such as Drax’s CDRs.⁹⁸Capture the Opportunity for carbon removals at scale,” Vimeo video uploaded by Drax Group on June 5, 2023. Archived .mp4 available at DeSmog. 

The fourth film states, “In a net-zero future, we ideally need to use more forest products,” and goes on to stress the important role forests play in biodiversity and preventing wildfires.⁹⁹“Capture the Opportunity for sustainable, healthy forests,” Vimeo video uploaded by user Drax Group on June 5, 2023. Archived .mp4 on file at DeSmog. Drax has been criticized for links to forestry practices that are potentially damaging to biodiversity and may increase the risk of wildfires.

July 2022

Group SJR produced a campaign promoting ExxonMobil’s lubricants for use in markets in India.¹⁰⁰“Advanced Lubricants Are Driving Energy Efficiency In India’s Industries,” Energy Factor Asia Pacific by ExxonMobil, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/uYvVI. Alexis Higgins, a designer at Group SJR, explained: “The purpose of this project for Exxon was to explain how several oil factories in India are able to increase energy efficiency while also lowering emissions.”¹⁰¹“Group SJR,” Alex Higgins, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/emw4c.

December 2021

At the World Petroleum Congress in Houston, Texas, ExxonMobil featured an augmented reality experience, that said ExxonMobil was developing carbon capture and storage technologies to reduce industrial emissions by up to 90 percent. Group SJR partnered with independent company Groove Jones to create this presentation.¹⁰²“ExxonMobil is Using An Innovative AR Experience to Showcase How Carbon Capture Storage Can Remove 90% of Industrial CO2 Emissions,” Groove Jones, January 17, 2022. Archived June 9, 2023. Archive URL: https://archive.ph/PVQvc.

August 2021

Group SJR produced a series of YouTube videos for ExxonMobil that aimed to “get the next generation excited about studying STEM subjects” by detailing simple science experiments that parents could replicate at home with their children.¹⁰⁴“ExxonMobil STEM Experiments,” Picturesmith, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/1Zoxx.”How Can We get the Next Generation Excited About Science? Experiment!,” Energy Factor Europe by ExxonMobil, August 20, 2021. Archived March 1, 2024. Archive URL: https://archive.ph/u1FAe.

2020 – 2021

Group SJR produced a series of videos for ExxonMobil promoting the use of compressed natural gas (CNG) in India. These were released on YouTube throughout 2020 and 2021.¹⁰⁶“ExxonMobil: Moving with CNG,” The Dots, 2021. Archived October 23, 2023. Archive URL: https://archive.ph/Qg9g5

October 2020

Group SJR was a 2020 Platinum Awards finalist under the “external publication” category for its work running ExxonMobil’s “Energy Factor” website.¹⁰⁸“The 2020 Platinum PR Awards: Finalists Named, Winners Unveiled Oct. 27 During Virtual Gala,” PRNEWS, October 2, 2020. Archived April 5, 2024. Archive URL: https://archive.ph/hKzJ7. According to the award submission, Energy Factor received 30 million unique visitors between its launch in 2016 and June 2019. Group SJR said in the submission that it had assessed the effectiveness of the website and found that exposure to Energy Factor content led to visitors rating ExxonMobil higher on key messages that help improve brand reputation.¹⁰⁹“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 1, House Natural Resources Committee Staff Report, September 14, 2022. Archived April 9, 2023. An archived .pdf copy is available at DeSmog.

August 2020

Truffle Pig, a collaboration between Group SJR, the Daily Mail, and Snapchat, produced videos to support the launch of BP’s 2020 strategy, focused on BP becoming “a very different type of energy company,” and how BP is reimagining energy “for people and our planet.”¹¹⁰“Mark Rose,” LinkedIn. Accessed March 2024. Archived .pdf available at DeSmog.

January 2020

ExxonMobil posted a video produced by Group SJR on YouTube. The video featured a male ExxonMobil employee attending the 2019 Women’s Forum in order to get ideas about how to increase diversity.¹¹²“Male Advocates for Inclusion: Sebastien’s Story,” YouTube video uploaded by ExxonMobil on January 22, 2020. Archived .mp4 available at DeSmog.^,113“Other selected work,” Dana Leonard Production, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/5OQW9. DeSmog subsequently included this video in a critique of how fossil fuel companies produce advertising championing women’s empowerment in order to improve their image.¹¹⁴Ellen Ormesher, Emily Gertz, Kathryn Clare, Cartie Werthman. “Oil and Gas Companies Want You to Think They Care About Women — but It’s Just PR,” DeSmog, March 8, 2024.

2020

Group SJR produced a range of content for ExxonMobil in 2020.

A campaign, “Opportunity Begins with Energy,” implied that fossil fuels can create opportunities for people in less developed nations where oil extraction is taking place (such as Guyana) that would otherwise not be possible. The videos feature the stories of individuals whose lives have been changed by gaining access to an energy source. The videos begin with the text “based on a true story” and feature the tag “opportunity begins with energy” or “energy powers opportunity.”¹¹⁶“Opportunity Begins With Energy,” Vimeo video uploaded by user Wyndham Stopford on December 14, 2020. Archived .mp4 available at DeSmog.^,117“Energy Opportunity: Power of Light in Asia,” YouTube video uploaded by user ExxonMobil on November 9, 2020. Archived .mp4 available at DeSmog.^,118“Energy Opportunity: Battery Power in Guyana,” YouTube video uploaded by user ExxonMobil on November 19, 2020. Archived .mp4 available at DeSmog. The creative director for the project explained that the series “emotionally connects” with viewers.¹¹⁹“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.

A further video, “Ending Energy Poverty,” complements the “Opportunity Begins with Energy” series. This video states: “Today more than one billion people live in energy poverty with no access to affordable and reliable energy, like electricity to light hospitals, homes and schools. ExxonMobil supplies that critical energy.” The video appeared on ExxonMobil’s “Energy Factor” website (run by Group SJR), on a web page titled “Energy Poverty: Getting Energy to People In Need,” which further expanded on the theme of energy poverty and “how ExxonMobil is helping to provide access to modern energy to those who need it.”¹²¹“ExxonMobil,” Terrence Murray, Accessed March 2024. Archived URL: https://archive.ph/eIlJa. Archived .pdf available at DeSmog.^,122“Terrence Murray,” LinkedIn. Accessed March 2024. Archived .pdf available at DeSmog.^,123“Energy Poverty: Getting Energy to People In Need,” Energy Factor Europe by ExxonMobil, December 11, 2020. Archived March 8, 2024. Archive URL: https://archive.ph/rWskJ.

Group SJR also developed an immersive, multimedia, long-form website for ExxonMobil, focussed on “the power of natural gas.” Terrence Murray, a creative director at Group SJR,¹²⁵“Terrence Murray About,” Terrence Murray, Accessed April 2024. Archived April 5, 2024. Archive URL: https://archive.ph/Rcobz. described the purpose of this work: “ExxonMobil wanted to show how natural gas is … a lower-emission transition fuel that helps meet the world’s need for reliable and cleaner energy.”¹²⁶ExxonMobil,” Terrence Murray, Accessed March 2024. Archived May 16, 2024. Archived March 8, 2024: https://archive.ph/eIlJa.^,127“Terrence Murray,” LinkedIn. Accessed March 2024. Archived .pdf available at DeSmog.^,128“THE POWER OF NATURAL GAS,” Energy Factor Europe by ExxonMobil, MOBIL, Accessed March 2024. Archived .pdf available at DeSmog.

2020

Group SJR produced a short film, “The Northern Powerhouse,” for Drax. The film describes the function of cooling towers and emphasizes that the engineering required to create such towers is impressive.¹²⁹“The Northern Powerhouse,” Vince Camacho, Accessed March 2024. Archived March 6, 2024. Archive URL: https://archive.ph/aKWQG.

May 29, 2019

Group SJR produced a video for ExxonMobil’s 2019 annual shareholder meeting.¹³⁰“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE. In advance of the meeting, activist investors proposed a shareholder resolution urging ExxonMobil to set annual carbon emissions targets in line with goals set by the 2015 Paris Agreement. The U.S. Securities and Exchange Commission (SEC), a regulatory body, allowed ExxonMobil to block this proposal from appearing on the meeting agenda.¹³¹“US regulator lets Exxon block shareholder vote on climate proposal,” The Guardian, April 2, 2010. Archived April 5, 2024. Archive URL: https://archive.ph/CdQ7z. However, following the SEC’s decision, shareholders initiated a “protest vote” that would have required ExxonMobil to install an independent board chairman separate from its CEO. The vote was subsequently defeated.¹³²“Exxon shareholders say no to climate change proposals,” Al Jazeera, May 29, 2019. Archived April 5, 2024. Archive URL: https://archive.ph/ReyGa.

The video produced by Group SJR for the annual shareholder meeting focused on ExxonMobil’s vision for the future and included the words, “ExxonMobil is meeting the world’s energy needs responsibly.”¹³³“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE. It highlighted ExxonMobil’s work on advanced biofuels, cutting methane leaks, and carbon capture and storage. The video referenced a number of less-developed countries where fossil fuel extraction projects were being developed and specifically says that natural gas “means cleaner, reliable energy in India and China,” and “producing Guyanese resources will create economic opportunities.”

May 2, 2019

Group SJR won a Digiday award for “best branded content site – B2C” for updating Drax’s website. The website was intended to be “hyper-focused on energy innovation” and to “attract the zero carbon curious and investors alike.”¹³⁵“IBM, Kellogg’s and GLOW take top honors at the Digiday Content Marketing Awards,” Digiday, March 2, 2019. Archived March 6, 2024. Archive URL: https://archive.ph/mUdWX.

May 2019

ExxonMobil released a video explaining CCS technology, which was created by Group SJR. The video states: “Carbon Capture and Storage can significantly reduce emissions and that can make a world of difference.”¹³⁶“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.^,137“Understanding Carbon Capture and Storage,” YouTube video uploaded by ExxonMobil on May 1, 2019. Archived .mp4 available at DeSmog. 

2019

In 2019 Group SJR created two campaigns for ExxonMobil that mimicked popular social media trends.

Group SJR’s “Natural Gas PB&J” video ads for ExxonMobil targeted Gen Z audiences. The videos were based on Buzzfeed’s “Tasty” videos, popular with young audiences at the time. These videos compared the complementary flavors of peanut butter and jelly to natural gas as a complement to renewable energy: “Natural gas and renewable energy work great on their own but better together. Kind of like a peanut butter and jelly sandwich.” The videos ran on Instagram, Facebook, Snapchat, and Twitter. The U.S. House of Representatives Natural Resources Committee described this campaign as “greenwashing” in an investigation into how PR firms aid the fossil fuel industry to mislead the public.¹³⁹“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 2, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.

Another campaign, “Soothing Science,” tapped into the popular social media trend of #OddlySatisfying videos. The campaign included videos promoting algae as biofuel and the use of ExxonMobil lubricants in “helping to power Asia’s wind turbines—and the future of energy.” The campaign appeared across Twitter, Facebook, and Instagram.¹⁴¹“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE.

Source: ExxonMobil on Instagram.¹⁴²“Need a quick #soothingscience break? Join us in the algae biofuel lab and let your brain unwind,” @exxonmobil Instagram Account, August 20, 2019. Archived .pdf available at DeSmog.

2018 – 2019

Group SJR created a campaign for ExxonMobil called “School of ExxonMobil” across YouTube, Facebook, Twitter, and Instagram. This campaign featured children learning about topics such as algae biofuel and how ExxonMobil’s lubricant “helps cars go fast.”¹⁴³“Exxonmobil Corporate,” Wyndham Stopford, Accessed March 2024. Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE. The algae biofuel video features a child interviewing an ExxonMobil algae research technician. The technician explains, “We really look at it as a form of clean, pure energy … it can do so much for us.” The scientist then says, “We are looking for alternative forms of energy that are better for the environment for your generation.” ExxonMobil later pulled its funding for algae research.¹⁴⁴“Big Oil Firms Touted Algae as Climate Solution. Now All Have Pulled Funding,” DeSmog, March 23, 2023.

In 2024, the U.S. House Oversight Committee released several documents subpoenaed from ExxonMobil, including a series of emails dated June to July 2019 in which ExxonMobil employees discussed the ‘school of ExxonMobil’ campaign.¹⁴⁶“Exxon Documents EM-HCOR3-00758838,” House Oversight Committee, Accessed June 16, 2024. Archived June 16, 2024. Archived .pdf available at DeSmog.

In the emails, Jayme Meyer, Digital and Social Media Manager at ExxonMobil, shared feedback about the campaign’s success thus far: “Kids is an over-performer in terms of our content. It humanizes ExxonMobil and is in an unexpected format.” She also said the campaign “outperformed almost every metric for Young Professionals and Skeptical Independants.”¹⁴⁷“Exxon Documents EM-HCOR3-00758838,” House Oversight Committee, Accessed June 16, 2024. Archived June 16, 2024. Archived .pdf available at DeSmog.

Meyer also discussed the possibility of extending the campaign by releasing a video focused on CCS with Gemma Allman, ExxonMobil’s Deputy Public Affairs Manager,¹⁴⁸“Gemma Allman,” LinkedIn. Accessed June 16, 2024. Archived .pdf available at DeSmog. agreeing that it could potentially be released “during our integrated CCS push September – December.” Meyer said that the target audience of this new video would be the general population, “especially younger ones,” including Gen Z. Meyer explained that she changed the video to “De-emphasize concept that catching carbon is difficult or hard,” with a line from the video “It’s very hard” removed, and the addition of the text: “Carbon Capture and Storage, making a difference for future generations.”¹⁴⁹“Exxon Documents EM-HCOR3-00758838,” House Oversight Committee, Accessed June 16, 2024. Archived June 16, 2024. Archived .pdf available at DeSmog.

December 2018

Group SJR produced a video for ExxonMobil emphasizing safety practices on the oil platform Hebron.¹⁵⁰“ExxonMobil: Life on an Offshore Oil Platform,” Group SJR. Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/Nid6i. Earlier in 2018, ExxonMobil had been criticized for its approach to safety and workers’ rights at its annual shareholder meeting, according to CNBC.¹⁵¹Tom DiChristopher. “Exxon Mobil criticized for worker rights and safety issues at annual shareholder meeting,” CNBC, May 30, 2018. Archived March 1, 2024. Archive URL: https://archive.ph/oOg2a. 

2018

Group SJR produced a YouTube video promoting ExxonMobil’s work on algae biofuels.¹⁵³Dana Leonard. “Other selected work,” Dana Leonard Production, Accessed March 2024. Archived March 1, 2024. Archive URL: https://archive.ph/5OQW9. The video stated that “by 2025, [the biofuel farm’s] goal is to have the technical ability to produce 10,000 barrels of algae biofuel a day.”¹⁵⁴“Renewable Biofuel: 24 Hours at an Algae Farm | ExxonMobil,” YouTube video uploaded by  ExxonMobil on December 4, 2018. Archived .mp4 available at DeSmog.  A second video in the same style concludes with the words, “This farm could help build our energy future.”¹⁵⁵“Algae ponds dawn to dusk,” YouTube video uploaded by ExxonMobil on December 14, 2018. Archived .mp4 available at DeSmog.  In 2023, DeSmog reported that ExxonMobil had pulled back from funding algae biofuel research.

Group SJR also produced a number of other pieces of social content for ExxonMobil in 2018. A YouTube video focused on ExxonMobil chemicals, and a Group SJR creative said: “ExxonMobil wants to show people that they’re much more than just oil — they’re an innovative energy company with a whimsical side. We had fun explaining how our plastics help make summer just that more fun.” Another YouTube video by Group SJR encouraged drivers not to idle their cars. Finally, a series of posts on X for Engineering Week portrayed ExxonMobil staff as superheroes.¹⁵⁷“EXXONMOBIL – SOCIAL,” Stuart McWhirter, Accessed March 2024. Archived March 4, 2024. Archive URL: https://archive.ph/jWgW0.

2016

Group SJR launched ExxonMobil’s Energy Factor website. The site was aimed at least partly at “skeptics of the brand” to show that the energy industry is “developing safe and reliable energy sources not only for today but for the future, while also mitigating the risks of climate change.” The site featured articles on topics such as algae as biofuel and CCS. Group SJR ran the Energy Factor website up until at least 2019.“¹⁵⁹The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.

A subsequent investigation by the U.S. House of Representatives Natural Resources Committee into the PR industry’s role in climate misinformation found that the website’s messaging was “misleading.”¹⁶⁰“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog.

2015

Group SJR and Truffle Pig directed casting for a Chevron campaign called “DOERS.”¹⁶¹“Nicole D Maxwell,” Staff Me Up, Accessed March 2024. Archived March 7, 2024. Archived .pdf available at DeSmog. Dentsu agency McGarryBowen partnered with WPP agency Wavemaker to create the campaign, which focused on how people, or “doers,” are integral to the fabric of America. These “doers” need energy for their “doing” — energy that is provided by Chevron.¹⁶²“Nicole D Maxwell,” Staff Me Up, Accessed March 2024. Archived March 7, 2024. Archived .pdf available at DeSmog.

2015

Group SJR produced General Electric’s Tumblr site and Txchnologist magazine.¹⁶³“WPP Annual Report & Accounts 2015,” WPP, 2016. Archived March 7, 2024. Archived .pdf available at DeSmog. Txchnologist is “an online magazine created in partnership with GE” that offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era through industry, technology, and ingenuity.”¹⁶⁴“Txchnologist,” Business Insider, Accessed March 2024. Archived March 7, 2024. Archived .pdf available at DeSmog.

Related Organisations

• WPP – the parent company.¹⁶⁵“SJR,” WPP, Accessed February 2024. Archived February 20, 2024. Archive URL: https://archive.ph/cvZFT.

Affiliated agencies:

• Hill + Knowlton – Group SJR was part of Hill + Knowlton, another WPP agency, from 2013 – 2018.¹⁶⁶“Hill Knowlton Strategies acquires digital content creator Group SJR,” WPP, June 25, 2013. Archived February 21, 2024. Archive URL: https://archive.ph/gKJ7i.^,167Steve Barrett. “H+K separates from SJR in global restructure,” PR Week, October 5, 2018. Archived December 7, 2023. Archive URL: https://archive.is/5hmjq. In 2024, Hill + Knowlton merged with Burson Cohn & Wolfe to form the WPP-owned agency Burson, which is the largest public relations agency in the world.¹⁶⁸“Burson,” DeSmog, 2024.
• Truffle Pig – a marketing agency Group SJR, Daily Mail, and Snapchat founded in 2015.¹⁶⁹Lara O’Reilly. “We found out what’s going on with Truffle Pig — the ad agency Snapchat, WPP, and The Daily Mail launched at Cannes,” Yahoo Finance, September 4, 2015. Archived February 21, 2024. Archive URL: https://archive.ph/aZxA8.
• Colloquial – a content marketing unit launched by Group SJR and J. Walter Thompson in 2015.¹⁷⁰“JWT & Group SJR Launch Content Marketing Division Colloquial,” Little Black Book, June 9, 2015. Archived February 21, 2024. Archive URL: https://archive.ph/kO27d. J. Walter Thompson is now part of VML, another agency under the WPP holding company.¹⁷¹“VML”, DeSmog, 2023.
• Bookmark Content Limited – absorbed by Group SJR in 2020.¹⁷²“SJR,” WPP, Accessed February 2024. Archived February 20, 2024. Archive URL: https://archive.ph/cvZFT.

Group SJR also has a number of internal organizations:

• Centre for Creative.¹⁷³“Hill+Knowlton Strategies: PRWeek Global Agency Business Report 2016,” PR Week, May 2, 2016. Archived May 6, 2016. Archive URL: https://archive.ph/BkJw8.
• Outside Minds – an internal consultancy.¹⁷⁴“Outside Minds Story Sizzle,” Cyndia Wan, Accessed March 2024. Archived March 18, 2024. Archive URL: https://archive.ph/pIBvE.
• TNgLE – a global consultancy firm that is a unit of Group SJR.¹⁷⁵“TNgLE,” The RNgLE, Accessed March 2024. Archived March 4, 2024. Archive URL: https://archive.ph/Kpyxw.
• Unfiltered – a magazine produced by Group SJR.¹⁷⁶“Unfiltered,” Unfiltered, Accessed March, 2024. Archived March 4, 2024. Archive URL: https://archive.ph/8DXVD

Contact and Address

Social Media

• Facebook: SJR 
• Instagram: group_sjr 
• X: @GroupSJR 
• LinkedIn: Group SJR

Resources

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• 3
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