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OgilvyEarth is an environmentalist "communications practice" which has opened in South Africa. It's starting under the umbrella of zoom, the retail agency which is an active environmental protagonist. The global financial collapse of 2008 took people's eye off the environment. But it also made them realise the collapse was partly attributable to business non-sustainability.
OgilvyEarth is an environmentalist "communications practice" which has opened in South Africa. It's starting under the umbrella of zoom, the retail agency which is an active environmental protagonist. The global financial collapse of 2008 took people's eye off the environment. But it also made them realise the collapse was partly attributable to business non-sustainability.
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OgilvyEarth is an environmentalist "communications practice" which has opened in South Africa. It's starting under the umbrella of zoom, the retail agency which is an active environmental protagonist. The global financial collapse of 2008 took people's eye off the environment. But it also made them realise the collapse was partly attributable to business non-sustainability.
Hak Cipta:
Attribution Non-Commercial (BY-NC)
Format Tersedia
Unduh sebagai PDF, TXT atau baca online dari Scribd
opens 'SNO OgilvyEarth aims to change SA's PtA , NET filthy habits
SUSTAINABILITY may cost a bit at the start but
eventually it pays off in spades. That's the mes- tonyk@finweek.co.za sage of OgilvyEarth, the environmentalist "com- progress and results of OgilvyEarth. We were munications practice" ("agency" to you) which recently named the top sustainability commu- STINGS has opened in South Africa. It's starting under the nications agency by Verdantix, a well-regarded FEMININE umbrella of Zoom, Ogilvy's retail agency - not sustainability research group. And OgilvyEarth MYSTERIES because it's retail-focused but because Zoom is an has grown rapidly, as more and more clients rec- ADVERTISING FEMININE active environmental protagonist. ognise the need for specialist knowledge in such hygiene products can be OgilvyEarth was started in Australia and since a dynamic field." tricky, especially as you can't its global launch two years ago has spread to a Though the financial collapse of 2008 took ensure only those in the dozen countries. It's an idea whose time has come, people's eye off the environment, it also made market for them are exposed says global president of OgilvyEarth and MD of them realise the collapse was partly attributable to to the ad. But animation cre- ates an arm's-length feeling Ogilvy & Mather Worldwide, Seth Farbman. "But business non-sustainability, says Zoom executive that helps overcome awk- I also hope its time will pass. Our ultimate goal creative director Deon Robbertze. Consequently, wardness. is to make sustainability so ingrained in the mar- awareness of environmental problems is growing keting and innovation process that it no longer as the evidence of past neglect becomes impos- requires deep specialty practices." sible to deny. "If we're not sustainable on a planet Farbman says he "couldn't be prouder of the with 6bn people, how much worse off will we be in 2050, when the population is 9bn?" Robbertze concedes he has a mountain of apathy to climb in SA, although in some respects we're ahead of Western countries. Impoverished Africans tend to re-use waste materials, turning a length of wire into a toy or plastic packaging into place mats. But there's still a lot of litter ... In this 15-second com- "The new sustainable economy can create mercial for Lifestylefeminine jobs," he says. "Although sustainable options can products by production cost money initially, over the long term they'll house Tennant McKay,two save money and leaders in sustainability will earn girls dive off a high board enormous credit with the public." into a pool. One comes up Green-washing is a problem. "People get bom- immaculate, swimming cap barded with claims. But in the age of transparen- and goggles in place. The cy, the consumer can find out anything about your other is a mess, having lost brand - so you can't get away with it for ever." her cap, her hair dishevelled - and, embarrassingly, her Robbertze's business targets look achievable. femi ine hygiene product "Within a year we want four medium-sized cli- floa -'1gon the water. "Pro- ents. Currently, the unit is part of Zoom but when teGio'l is nothing without it's proved its viability it could spin off as a sepa- I " ~'J1Sthe payoff line. rate agency. We're running a tight ship and I'm • - ~ e pads mould to working on both agencies." < oody." The primary pitch is legacy-based. "What kind '= S devised the of world are you leaving to your children?" •
= EEK 23 SEPTEMBER 2010
VISIT OUR WEBSITE FOR DAILY UPDATES, AGENCY RANKINGS AND MORE AT http://www.fin24.com/AdReview
.- •.•_ ••0 5 & ANSWERS WITH SETH FARBMAN
BRANDING
Fear of the green wash' I Orange squeezed
FRENCH-GERMAN mobile network opera- APAnTI - no longer the biggest challenge so much oil, water tor Orange has lost a court battle with a facmz emironmental marketing - "Green- and air. The Unit- South African company that refused to be washinz false claiming) is. "Even inad- ed States already bullied into changing its name. Orange had vertent mar eting claims that overstate a has the technol- been pressurising local businesses to stop produ "5 sustainability destroy consumer ogy (more efficient using the word or the colour" orange" in trust," says Seth Farbman, globarCEO of appliances and" their names, but accounting software com- Ogilvyliarth. "Once consumer confidence cars, better insulation, etc) to reduce energy pany Orangeworks has won the right to is lost, we risk losing all the progress of the use by 40% - without consumers having to the name. "I just felt very strongly we had past decade," make a sacrifice. to fight for our rights as a South African In South Africa to launch the agency and company that was being bullied by a multi- speak at a conference, Farbman answered Is public apathy still a problem? national," says CEO Siegfried Rousseau. questio about sustainability marketing. Public apathy will always be a problem, The Registrarof Trade Marks told the but it's our job as marketers to make people court the products and services offered by How important is sustainability? understand why they should care. the companies were sufficientlydissimilarthat Ultimately, sustainability allows steady, consumers wouldn't be confused. The court unendinz growth - economic and social - Does the public dismiss sustainability as therefore upheld Orangeworks' right to con- by recognising the limitations of resources a marketing gimmick? tinue trading under the name and awarded and working within them. Sustainability There certainly is some "green fatigue" it costs, which, says Rousseau, amounted to delivers a world where we no longer must after the past few years of constant sus- "several hundred thousand rand". accept the false choice between a rising tainability marketing. But consumers have Rousseau says changing the colour quality of life today and an environment also become much more educated, and are "wouldn't have been the end of the world" that can sustain it tomorrow. even more loyal to companies that market but he felt strongly about being bullied. authentically and honestly. POlOKO MOFOKENG Can we make a difference? For a fuller report of this interview, For a full report, please visit www.fin24.com/AdReview We really don't have a choice. There's only please go to www.fin24.comIAdReview .•