Strategic Report Section 172(i) statement Our Directors take into consideration the interests of stakeholders in their decision making, as they are required to do by Section 172 of the Companies Act. This section is our Section 172(i) statement and it includes further information about the Board’s approach to engagement with stakeholders. The Directors consider, both individually and Information provided by management is shared together, that they have acted in the way they with the Board and direct engagement with consider, in good faith, would be most likely stakeholders takes place throughout the year. to promote the success of the Company for Stakeholder considerations are taken into the benefit of its shareowners as a whole account as discussions at meetings of the (having regard to the stakeholders and matters Board and its committees, as well as informally set out in Section 172(i)(a-f) of the Act in in the day-to-day activities of the business. the decisions taken during the year ended On pages 28 to 31 we set out who we consider 31 December 2021). to be our principal stakeholders, including Our mission is to build a purely digital information on our methods of engagement advertising and marketing services business, with them, and the impact of such engagement which disrupts analogue models by embracing on the Company’s decisions and strategies. content, data&digital media and technology The Directors are fully aware of their services in an always-on 24-7 environment, responsibilities to promote the success of the for global, multinational, regional and local Company in accordance with Section 172 of clients and for millennial-driven brands. the Act. Our intention is to behave responsibly The Board recognises that engagement and ensure that management operates the with the Company’s stakeholders is critical business in a responsible manner, operating to the success of the business in realising within the high standards of business conduct this mission. The Directors continue to have and good governance expected of us. regards to the interest of our people and the Engagement with stakeholders Company’s other stakeholders, including the Our stakeholders impact of its activities on the community, the environment and the Company’s reputation Building strong, constructive relationships when making decisions. We recognise that and engaging regularly are key to ensuring we promoting the long-term sustainability and understand what matters to our stakeholders. success of the Company is intertwined with Our broad range of stakeholders, representing creating value for, and engagement with, our different and often competing interests, stakeholders. It is rightfully, therefore, at the bring informative and diverse perspectives core of our business. to our decision making. Incorporating those perspectives into our decision-making is a vital part of the execution of our long-term strategy. Our clients, our people and our shareowners are our key stakeholder groups, along with our communities and our suppliers (including our lenders). 28 S4Capital Annual Report and Accounts 2021