Environmental protection, health education, the fight against discrimination, the promotion of Third World development programmes and support for education and scientific research: MEDIA CONSULTA's (MC) takes over corporate social responsibility (CSR).
At MC, social ethics are not merely a convenient image-boosting tool, they are the genuine basis for our corporate conduct. We always decline business offers that are in conflict with these ideals. For example, we do not work on advertisements or PR campaigns on behalf of the tobacco industry or for environmentally harmful products and organisations. Although MEDIA CONSULTA passes up the opportunity of lucrative business by declining to work for these clients, it also makes every effort to secure public affairs accounts with clients who share its socio-political aims.
In April 2008, CEO Harald Zulauf personally signed up for MC membership of the United Nations CSR initiative, the Global Compact, at the United Nations in New York. This means that MC officially supports the ten principles of the GC initiative, whose goal it is to promote sustainable economic management. With our participation in the UN Global Compact we are committing ourselves, amongst other things, to protecting international human rights, to creating socially compatible working conditions as well as to promoting environmental protection and fighting corruption.
By joining the Global Compact, Harald Zulauf, himself a long-standing member of the IBLF, the International Business Leaders Forum for sustainable economic management, is further extending the CSR agenda of the worldwide agency network.

» Webseite of the United Nations Global Compact

MEDIA CONSULTA supports the eight millennium goals, which were passed by the 55th General Assembly of the United Nations in the year 2000 in New York. All participating heads of state and government agreed on a raft of measures which, besides the principal goal of cutting poverty by 50 percent by the year 2015, also includes the intensified advancement of education in the Third World.
Since 2007, the MC Network has taken over the financing of a new school in this poverty-stricken continent as part of the “Schools for Africa” Campaign. “Children are the future of every country and education is the key – in Africa too. In the Nelson Mandela Foundation and in UNICEF we have found ideal partners to help us sustain a long-term contribution to the development of Africa and expand our social commitment,” says MC CEO Harald Zulauf. Within the framework of the “Schools for Africa” Campaign children also receive books, pencils and school materials, whilst teachers receive training.
Moreover, MC developed the official logo of the German “One World” development aid programme for the Federal Government as well as the logo of “Aktion Afrika” for the Federal Foreign Office in 2008.

It would be impossible for an international PR and advertising agency to dispense with the use of paper and energy entirely. MC does, however, take care to ensure that these resources are used with prudence and environmental awareness. For example, MC only uses paper with verifiable ecological seals of approval, such as the EU's Eco Label and the Freelife Cento. All consumables are recyclable.
Energy is used sparingly. While MC aims to keep its CO2 output as low as possible, it cannot avoid it completely. The use of electricity and heat, or air travel within the MC Network, are necessary aspects of daily business. To compensate this CO2 output, MC supports renaturation projects - worldwide.

As a market leader in the area of political communication, MC is a staunch advocate for democratic principles as well as for freedom of the press and freedom of opinion worldwide. Our support for the international human rights organisation “Reporters without Borders” is a good example for this commitment. Through our pro bono advertising efforts we have promoted the charity campaign “Star-photo – Pictures for the Freedom of the Press”, which was sponsored by Thomas Roth, Director of the ARD studios in Moscow. For Belarus, MC developed the campaign “Window to Europe,” which created free access to balanced and unbiased news.

MC demonstrates special expertise within the framework of political communication in the field of youth marketing. Thus democracy and human rights are particularly crucial themes for us. We want to get young people interested in politics and help them play their part in our democracy – for example, by encouraging them to make use of their vote. In 2005, MEDIA CONSULTA actively supported the nationwide, first-time voter campaign run by the student initiative WAHL GANG 05, by contributing on a pro-bono basis the complete production of TV and cinema commercials encouraging young adults to vote.
In collaboration with VIVA, MC produced a 45-minute TV show including a talk show with well-known members of the German parliament for the internet platform Mitmischen.de. A direct dialogue between youth and politicians was thus made possible.

Since the founding of the PR and advertising agency in 1993, the integration of diversity is our programme and strategic approach. We are the only German agency network to be represented in 48 countries, including all 27 EU states. While focusing on integrated communication, MC employees from different disciplines, working environments and cultures work closely together. In May 2007, MC signed the Charter of Diversity, an initiative under the patronage of Chancellor Angela Merkel, which acknowledges a basic commitment to respect and appreciate all people within a company. In this way we express our campaign against discrimination of any kind. We know that intercultural cooperation must be free of prejudices and characterised by mutual respect. It is MC's daily experience that diversity – amongst ourselves and with our international customers – is functional and enriching.

Social responsibility is already demonstrated by MEDIA CONSULTA within the framework of its personnel policy: More than 70% of MC’s employees are female. These facts illustrate the practice of equal treatment of women and men at MEDIA CONSULTA. Furthermore, the corporate maxim of MC prohibits the discrimination of women and mothers. Especially for parents, MEDIA CONSULTA offers various forms of support in order to help mothers and fathers find the optimal arrangements between work and family; for example, MC grants subsidies of 1.200€  for the kindergarten/ day care or other similar institutions. Flexible working times via various part-time programmes are also possible.

A special interest pursued by MEDIA CONSULTA, is the education and training of qualified and motivated students and new graduates. The MC Academy is the first pan-European programme that was designed for advanced and continuing education for the entire MC Network, which covers all the areas of integrated communication. More than 50 advanced educational events per year cover all the fields of modern communication, from language courses to integrated campaigns.
In the last few years, MC opened up additional apprenticeship positions. In the meantime, the agency works with more than 10 apprentices as they become qualified for the professions of management assistant in advertising, management assistant in event organisation and management assistant for audio visual media. Students and new graduates have the possibility to experience life within an international public relation and advertising agency. As a supporter of the initiative „FairCompany“, initiated by the German magazine KARRIERE, MC fights the exploitation of competent graduates and offers these young talents paid trainee and internship positions.
In order to show his appreciation for these services, the incumbent Mayor of Berlin, Klaus Wowereit, has honoured MC as a model company for trainees.