Fog and Nature

"I can’t wait to see the world’s biggest media companies unleash their creativity, insights and reach to help us win this fight.”

- Christian Toennesen, Chair of the Responsible Media Forum.         

MEDIA AGENCIES

It is time for client services teams to drive intelligent conversations on sustainability to help drive innovative media solutions that will deliver business prosperity and move the dial towards net-zero

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Climate change is the defining issue of our time. Media owners and agencies face a web of complex challenges and opportunities from the world's shift to a decarbonised economy.

Speaking fluent 'sustainability' has never been more important so we help media execs, reps and managers, buyers and planners align on message with agencies, advertisers, audiences, and other stakeholders.

We help agency staff understand what sustainability means for their clients and client industries.

Every business can, and will begin to contribute to a sustainable future at some point - when they do it and how they do it however, are the questions. Some will be fast with little impact and some will be slow, but with huge impact.

Staff at media agencies need to be able to speak with their clients about the opportunities of a world that's rapidly shifting to a decarbonised economy

GO FAST ALONE OR GO FAR TOGETHER

NET ZERO AND BEYOND

But no business has the scale and immediacy to drive us towards a sustainable transformation like the media agency.  With its unique relationships with media owners, audiences and brands, an agency has the power to harness sustainability as a service offering to their clients to start moving the dial to net zero and beyond. 

But how do you do it?  You start with learning and development.  You build a workforce who not only have a baseline working knowledge of sustainability for the industries their clients operate but are also able to drive meaningful conversations with audiences to influence their behaviours positively.  It is key to effectively arm your agency teams with knowledge of sustainability and the nuances of multiple verticals of your portfolios.

Every business can, and will begin to contribute to a sustainable future at some point - when they do it and how they do it however, are the questions. Some will be fast with little impact and some will be slow, but with huge impact. But no business has the scale and immediacy to drive us towards a sustainable transformation like the media agency.  With its unique relationships with media owners, audiences and brands, an agency has the power to harness sustainability as a service offering to their clients to start moving the dial to net zero and beyond. 

This does not mean just having a green champion across each team who can talk about net zero, recycling and plastic free days, which although important are not going to add client value.  This means arming each layer of your client services team to talk sustainability intelligently by understanding the risks, how it is going to impact your clients’ business, what progress is being made in a particular industry so they can start coming up with innovative solutions to meet the challenge.  This is not only advantageous to your client, but also to your organization.

A wise person once said, ‘it’s okay to do the right things for the wrong reasons’, and this could not be truer today. Our capitalist system is not going anywhere soon, but it must change, or we know where we are going to end up.  So, it is best to work to be part of the transformation voluntarily and build your strategy and your army with a designed response, aligned with your business purpose or be forced to default your response by legislation and consumer demand, which for lack of a better word, is not sustainable. Sustainable business is good business.   

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"As many know, the Chinese expression for 'crisis' consists of two characters side by side. The first is the symbol for 'danger', the second is the symbol for 'opportunity'."

 — Al Gore, An Inconvenient Truth: The Planetary Emergency of Global Warming and What We Can Do About It