-
All the news thats fit to print - and then some.
Four forces that have changed advertising forever
Rewarding creativity at independent agencies
Published in MalM, sweden auTuMn MMViX
Brand Rants voted among worlds top marketing blogs
This tourism ad disguised as a want-ad generated $100,000,000
worth of exposure on a $1,200,000 budget.
THIS ISSUE An honest shade of greenBrands going global are
better off with a local agency 8
Head of MIcrosoft weighs in at CannesSteve Ballmer predicts the
future of advertising 6
App-vertising has (finally) landedThe new advertising in your
customers pockets 6
CANNES
BLOGOSPHERE COPENHAGEN
new times have redefined what it means to be creative ad
agencies pride themselves on their creative prowess. but their
definition of creativity has always been quite limited. To most ad
agencies, crea-tivity refers exclusively to novel com-binations of
images, copy and sound applied to print, outdoor, radio and TV.
This is what wins awards, keeps fragile egos inflated and attracts
clients who dont know how else to judge an agency.
The only flaw in the system is that an agencys need for
recognition from other agencies can eclipse the needs of the
client. agencies abuse their clients trust when they advise them to
run campaigns that have dubious value to a clients business, but
are likely to win an award for the agency. and when these types of
ads win awards, the business result for the client is always given
short shrift, if it
is mentioned at all. This is not to say you cant be entertaining
and solve real marketing problems at the same time, you can, but
curiously this has never been a requirement in assessing what is a
great ad.
if recent statements from the ad in-
dustrys two most prestigious awards, Cannes lions and The One
show, are any indication, the era of agency self-indulgence seems
to be coming to a rather abrupt close. both shows have said that,
as of this year, they will stop rewarding campaigns that
were created solely for the purpose of winning awards. The
credit for this crisis of conscience doesnt fall on the ad
industry. it was a matter of survival for the industry born of four
factors:
Evaporating advertising budgets advertising budgets are
down for the count. whats left is being re-allocated with much
more dedicated to online activities. Clients around the world are
expecting more results with less spending.
An indomitable media environment Media strategy used to be
pretty simple until long-tail media options both on- and offline
spread target groups paper thin. Monolythic blocks of eyeballs are
gone. and most agencies are still scrambling to find effective
online media strategies.
Continued on page 7 >>>>>>>
Readers have submitted and voted for brand Rants at The daily
Reviewer. They compiled an exclusive list of the Top 100 Marketing
blogs. according to the site: The daily Reviewer selects only the
worlds top blogs (and Rss feeds). we sift through thousands of
blogs daily to present you the worlds best writers. The blogs that
we include are authoritative on their respective niche topics and
are widely read. To be included in The daily Reviewer is a mark of
excellence. Considering there are around 200 million blogs on the
inter-
net today, im pleased, said brand ranter sean duffy. Thanks to
all our readers. Check out www.brandrants.com
Creating great advertising is always a challenge. and theres no
more chal-lenging place to create great work than at a small- or
medium-sized in-dependent agency. Youve got clients with modest
budgets and low risk tol-erance, allowing little breathing room for
innovative ideas to take shape. The Taan Titans are a tribute to
the persevering men and woman in the creative departments of Taans
global network of select independent agencies passionate about
creating great work.
Continued on page 4 >>>>>>>
THE TITAN AWARDS
2009092020090000
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THE DUFFY TRIBUNEAUTUMN 20092 NEWS
n this issue of the Tribune, youll notice a lot of talk about
change. Digital and environmentally-driven change in consumer
behavior is redefining what it
means to market a product. It is also changing what it means to
be an advertising agency. For a decade, ad industry pundits have
been telling us that the traditional advertising agency model is
out of step with reality and needs to be reinvented: the way
agencies are organized and managed; the way we work and bill; our
skill sets and competencies. As an agency owner, I too have been in
search of this elusive new model. During that journey, The Duffy
Agency has been in a mode of rapid evolution since 2001. And after
8 years of agency soul-searching, Im happy to say we have found the
new agency model. I can define it in one word: evolution.
Our quest for the model has become the model. What took so long?
Ad agencies have been looking for the wrong thing. For decades,
consumer behavior and media channels were relatively static.
Stability was taken for granted and in a stable environment there
is one optimal static model. However, consumer behavior and media
channels have been undergoing rapid change since 2000. In this
dynamic environment, the ability to adapt and remain relevant is
the model.
In our case, we have adopted a dynamic agency model based on
adaptability, agility and relevance. This model takes change for
granted and is built to thrive on it. The next job is to try to
help CMOs and CEOs embrace change in their approach to marketing as
well. I just hope that it
doesnt take 8 years.
AGENCY REVIEW
The Digital DJa life filled with endless sunny days and
margaritas on the beach was laid out nicely before Carlos. but when
he got his feet wet in social media market-ing, he dove in all the
way and ended up in sweden. Turns out it was just the place he
needed to be.
Carlos soon discovered that The duffy agency shared his vision
of so-cial media as the brave new world of marketing and was
welcomed aboard. his first initiative was to commandeer the sound
system and invigorate the agency with cool latin beats. Carlos
brings his passion for music with him everywhere he goes.
but we didnt hire him just to blend digital tunes to a fine
balance. he also helps our clients find the right balance of social
media action to jump into out there in cyberspace. with a depth of
knowledge on the latest happenings in online marketing, and
experience
helping clients take advantage of them, Carlos knows how to put
together an effective plan for making noise and building excitement
for brands online.
beyond his endless supply of enthusi-asm for the social
revolution, Carlos has his experience in marketing and public
relations to rely on. at the ad agency Vayamex in Mexico, Carlos
designed ads and purchased ad space, while at The Kool beach Club
he was respon-sible for public relations and creating strategies to
make the club the hottest place to be.
as The duffy agencys unofficial digital dJ, hes turned the
office into a happening place to hang out, pumping the premises
full of smooth rhythms on a daily basis. so if youre in the
neigh-borhood, drop by, chill out and have a chat with Carlos about
social media and how you can use it to remix your marketing
strategy.
Who was your childhood hero?Mi abuelo (my grandpa)
Who would play you in a film?Elvis Presley
What song are you playing on Spotify right now? Ryskee - Leave
Me Amor
What website do you visit most often?Abduzeedo Graphic
Design
Name three things you cant live without.Music, chili and the
Internet
What do you miss most from Mexico?My best friend, my family, the
weather, the food and the beaches
Does your mother have a spe-cial nickname for you?Mi Nene (my
little boy)
Rapid Fire Interview with Carlos
Sean Duffy [email protected]
PUEBLA, MEXICO
Carlos brings his social media savvy to The duffy agency
Found: The Holy Grail of Advertising
I
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NEWS 3THE DUFFY TRIBUNEAUTUMN 2009
THE 5 MoST populAR AlbuMS-oF-THE-DAy
Whats lost in translation is found in adaptation
Independent thinking among global brands
BOSTON SPOTIfY
MALM
when software developer Purple scout decided to go global, they
needed the swedish copy on their website to turn into english. so
they did the most logical thing: they con-tacted an advertising
agency.
That may not seem like the most obvious decision at first
glance, as one usually thinks translator in these situations. but
with the website being their primary point of contact with
potential clients, Purple scout understood that delivering the full
force of their message was vital to their success. and they
understood that delivering their message to a new audience would
take more than sim-ply moving words from one language
to another. Theres nothing wrong with transla-
tors in other situations theyre per-fect for the job. but they
will drain the motivational power out of your marketing message.
and that moti-
vational message is something youve spent a great deal of time
and money crafting. That process probably in-cluded defining your
target, getting
into their heads to discover what they value and coming up with
a creative execution to generate demand.
a translator isnt concerned with what makes your customers tick.
but thats the core focus of an adap-tor. Their job is to understand
your goals and why they matter to the reader. They take your core
idea and find the right way to say it in the new language. and
sometimes the way its said is quite different, on the surface at
least, than what you said in the original work.
weve all seen the humorous ex-amples of translated marketing
gone wrong. Pepsi famously launched in China with a slogan that
originally
read Come alive with the Pepsi gen-eration, but locally meant
Pepsi will bring your ancestors back from the dead. but the real
danger is much more subtle. its more likely youll spend your time
and money on something that looks and sounds pretty good, but
ultimately falls flat with the target and fails to achieve your
business goals.
having a client knock on our door already understanding all of
this was a real pleasure. being on the same page made the process
run smooth-ly and the results satisfying to all involved. Their
message was delivered as effectively as ever, and no ancestors were
insulted in the process.
Digital music nirvanawe have a confession to make were having a
steamy love affair with spotify. The new music application makes
all our favorite tunes more accessible than ever. To spread our
love of music, we suggest one album every day that might have
slipped under your radar. discover your new favorite band by
becoming a fan of The duffy agency on Facebook or following us on
Twitter.
Wolfgang Amadeus phoenixPhoenix
A translator isnt concerned with what makes readers tick. But
thats the core focus of an adaptor.
as this issue of The Tribune goes to press, we will have just
launched a new consumer brand across seven countries for one of the
worlds largest marketers. The campaign includes TV spots, print
ads, websites and collateral in seven languages. it is exceptional
not only for its execution, but also for the clients choice of an
independent ad agency to run it.
independent agencies around the world are getting increasingly
involved in creating strategic and creative work that travels
beyond the borders of their country. More independent agency heads
are coming to the realization that if they partner with other
like-minded agencies, they can not only successfully compete with
the Goliaths and win, they can also provide better value to
clients. This has led to the rise of the phenomenon of the
independent agency network.
but a network doesnt just give an independent agency reach. with
net-works like Taan that weve been part of since 2001, it also
provides more effi-cient knowledge-sharing. Taan mem-bers meet
twice a year to share insights, experiences and expertise. with
the
media landscape changing rapidly and new advancements in
internet market-ing and social media happening daily, this model
has become increasingly relevant to clients.
a smaller independent agency, by its very nature, possesses the
nimble feet it takes to successfully navigate these changes. and
when several such agen-cies join forces to form a network, they may
be able to provide better value to their clients than the
old-fashioned, multi-national conglomerates.
while big network agencies are still indulging in a bit of
soul-searching to figure out the new agency model, the independent
agency networks like Taan are already doing it.
so if you think agency size matters in creating an effective
global cam-paign, think again. and if you dont have the war chest
you think you need to market your brand across borders, reconsider
that as well. a little independent agency teamwork can go a long
way.
Nimble, breakthrough and different the independent agencys
secret weapon.
Mike Snow Mike Snow
Every Room on Every FloorKojak
The GardenZero 7
1.2.3.4.5. Homeland SecurityNature of the Beast
More brands going global are picking independent agencies for
strategic and creative solutions
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THE DUFFY TRIBUNEAUTUMN 20094 FEATuRE
Create your own killer press kit
COPENHAGEN
Pitching luxury bedding using a virgins dreamlike figment of
imagination. Vandekerckhove and Devos, N.V., Belgium took home a
trophy for this stunning fantasy visual.
A public service TV commercial discouraging people from
indiscriminate drinking wins a trophy. Cheers, ENNEMM, Iceland.
A business to business TV spot from Mobium Creative Group for
Time Warner Cable Business Class.
Rewarding creativity at independent agencies(cont. from page
1)The inaugural Taan Titan awards were held in Copenhagen on the
2nd of May, 2009. The show received an unprecedented 420 entries
across TV, Print, Radio, Outdoor, digital, events and
Promotions.
The six members of the international jury eminent members of the
adver-
tising and marketing fraternity from australia, singapore,
india, the uK and the us had a grueling time judging the work. but
in the end, the results were worth it.
The show saw 126 entries cam-paigns and single pieces being
rec-ognized as Merit winners and 36 very deserving pieces ending up
as
Trophy winners.The awards were presented by
Fredrik svedjetun, editor and publish-er of Dagens Media swedens
premier business publication on advertising, marketing and
media.
Take a look at some of the winning work on this page and see
them all at www.titanawards.com/winners.
Phenomenal response for the first ever Taan Titan awards held in
Copenhagen
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5THE DUFFY TRIBUNEAUTUMN 2009 FEATuRE
No good deed goes unrewarded. Charleston/Orwig, Inc., USA gets
theirs for a pro bono poster for Infancy International.
Recreating the Sydney Opera House using dinner plates to
advertise the Outback Steakhouse deservingly wins a trophy for
OpusMultipla Comunicacao Integrada S/A.
One of the numerous pieces of work from a campaign for Smokey
Bones Bar & Fire Grill that translates into a trophy on Push,
USAs award shelf.
The Duffy Agencys outdoor poster for Malmo Maulers, an Aussie
Rules Football Club in Sweden, nets a trophy.
Rewarding creativity at independent agencies
Part of a campaign created by THE PARTNER to promote Hesperia
Hotels new wedding services.
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THE DUFFY TRIBUNEAUTUMN 20096 FEATuRE
ccording to steve ballm-er, there is a new world online that
marketers will either have to adapt
to or perish offline. what does the CeO of Microsoft know about
adver-tising? Plenty. in addition to buying $500 million in
advertising each year, Microsoft also sells in excess of $2 billion
in advertising itself. speaking at the 2009 Cannes lions
advertis-ing Festival in France, steve ballmer painted a picture of
the brave new world he envisions: a world where content is king and
where all content will share these six characteristics:1. all
content will be digital. say good-bye to your morning paper. within
ten years, well all be consuming the printed world on paper-thin
Kindle-like devices. 2. all content will be social. Consum-ers will
expect to be able to collabo-rate, rate and share whatever they
read or view on the web.3. all content will be interactive. Theyll
also expect to be able to partic-ipate with content, from
commenting on it to creating part of it themselves. 4. all content
will be integrated. Today, text, images, video and sound are all
delivered through different me-
Head of Microsoft weighs in at Cannes festivalsteve ballmer
predicts the future of advertising
CANNES
A
bAllMER oN THE RECESSIoN THAT NEvER WASWhen asked to gaze into
his crystal ball and predict the course of the recession, Ballmer
said: I dont think were in a recession. He characterized the
current economic situation as a global reset. The word recession
implies a recovery. And for planning purposes, I dont assume
there
is a recovery. Ballmer said he believes the worlds economy has
been reset at a new lower level and will eventually begin to grow
from this level. He said he does not believe there will be a
recovery where the economy rebounds back to previous levels and
then grows from there.
dia. This will give way to a digital era where content will be
presented in a mix of media types. 5. all content will be relevant.
Thats because people will pull the content they want and will no
longer have con-tent pushed onto them. 6. all content will be
multi-device. it
will coexist on big, medium and small screens (TV, PC and phone)
and be optimized for each.
he went on to emphasize the im-portance of relevance. Consumers
will not tolerate content that is not relevant to them personally,
and to their indi-vidual needs at the moment they are
viewing a page. every ad will need to make sense in the context
of that page where it appears and not just be seen as an
interruption to the flow of con-tent. Right now, sites like Google
are among the few that can pull this off. Thats why ballmer feels
Google is one of the only companies making money with advertising
online. One thing to learn from search: it is the one place where
the ads are always relevant and are welcome into the search
experi-ence. Thats not true of the rest of the internet.
so these six rules of content are not just for todays
publishers. They are for advertisers as well. because in a pull
world, advertisers will be content providers. This may be the only
way to ensure that their advertising mes-sage appears in a context
that is 100% relevant to both their consumers and their product.
and the most important development
on the horizon? user interface. The way we interact with these
machines is going to change dramatically, said ballmer, citing
advances in voice rec-ognition, natural language technology, video
recognition, vision and gesture recognition which will make the
ma-chine/human interface more human and less mechanical. More
natural user interface will be the biggest thing over the next ten
years.
imagine engaging with your custom-ers through a device they have
with them and switched on 24/7. Marketing through mobile
applications has been a tantalizing concept to clients and ad-men
for a decade, but has never been quite viable enough for most to
dive into. not until the iPhone changed eve-rything, that is.
in less than one year, apples app store chalked up 1.5 billion
downloads. and that number doesnt include the down-loads from the
app stores of blackberry, Google android, Microsoft and many
others. Marketers around the world have caught the fever too the
mobile advertising mar-ket is predicted to grow from the $700
million of 2008 to $7.2 billion by 2012.
its a tremendous opportunity but, as always, putting yourself
out there isnt enough. without a relevant and disruptive idea, your
target wont care. its a fine line to walk. what seems fun and
in-teresting to you may be tiresome and annoying to your target
and
many consumers are inherently resent-ful of advertisers trying
to horn in on
their mobile phones to begin with. with thousands of other apps
to
choose from, you wont find any tolerance for fluff. but with
one
great idea, you can get tre-mendous exposure for little
investment.Tylenol recently came up with just such a great
idea in their Tylenol PM sleep Tracker.
users struggling to get a good
nights rest track and analyze their sleeping patterns,
add notes and receive tips. The applica-
tion racked up thousands of downloads within weeks of its
release. by giving us-ers a relevant tool, the number of down-loads
continued to grow organically. sometimes simpler is better. Zippos
Virtual lighter app puts a digital lighter on your iPhone that
responds to the phones movement. it was a major suc-cess on both
sides of the atlantic, net-ting more than 5 million downloads and
revitalizing a classic brand.
There will be more than 58 million people with iPhones by the
end of the year. The market is burgeoning and hungry for more great
apps. if youre as excited by the opportunities unfolding as we are,
wed love to discuss how your brand can deliver the next great
idea.
App-vertising has (finally) landedCYBERSPACE
The new advertising frontier is inside your customers
pockets
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7THE DUFFY TRIBUNEAUTUMN 2009 FEATuRE
(cont. from page 1)New Consumers its not just that consum-ers
are spending more time
online that has shaken the apple cart. its that technology has
empowered them to choose how they are willing to be addressed by
brands. seth Godin predicted it in 1999 with Permission Marketing.
disruption as a model is being replaced with engagement,
facilitation and relevance. welcome to the information age.
Omnipresent measur-ability via web analytics Remember the days
when
there was only reach and frequency? say hello to a new world
where hundreds of metrics are measured in real-time. no more
long-winded so-liloquies from agency Creative direc-tors. You now
have Google analytics to tell you whats hot and whats not.
These four forces are changing the fundamental nature of the
advertising business for the better. Today, agen-cies are being
forced into accountabil-ity, like it or not. They are being forced
to provide consumer insights and real strategic business solutions.
and they are being forced to display creativity in every aspect of
the business, not just with their words and images. These are
things agencies have been claim-ing for decades, but have never
really delivered on.
The most persuasive evidence to support this argument are this
years winners at Cannes. we saw several exceptionally novel,
creative and excit-ing ad campaigns with nary a shock-ing visual or
rib-splitting headline in sight. They won on their innovation, the
brilliance of the concept, the skill with which they were executed,
and the business result they provided for the client (see sidebar).
its not the first time Cannes judges have awarded big idea
campaigns like this. but the dominance of this type of campaign at
this years Cannes lions signals a tipping point in the marketing
industry that raises the bar for ad agencies around the
new times have redefined what it means to be creative
CANNES
Four forces that have changed advertising forever
world. These campaigns show a level of maturity, restraint and
insight that is new to advertising. They were insight-ful campaigns
that were created to appeal to their target audience, not other ad
agencies and they have the results to prove it.
This shift has many critics, almost all of them ad agency
creatives. They argue that effectiveness has no place at The One
show or Cannes lions. They say if they want to see effective ads,
theyll attend the effie awards (effie is short for effectiveness),
an award show that judges campaigns based on results. it is not
surprising that the effies have always been the object of open
condescension by generations of creatives marinated in an ad
culture that is phobic about measurement and resigned to the fact
that an ad cannot be both creative and effective.
The critics are quick to point out that the copy and art
direction among
this years winners were drab despite their being highly
effective. it begs the question, drab by whose standards? its
obvious that the target market either didnt think so, or didnt
care, based on the results these campaigns produced. Could this
years winners have generated even more spectacular results with
better art direction or copywriting? That is completely up to the
critics to prove with the work they submit to next years
competition.
will this trend stick once the economy bounces back? Most
likely. because, even if budgets bounce back, agencies and clients
still have to adapt to a Pull-driven market where it is
increasingly difficult to own the media and avoid the scrutiny of
increasingly sophisticated analytics. in the final analysis, the
real winners at Cannes this year were clients who can expect more
value returned from their adver-tising investment.
EFFECTIvE IS THE NEW DISRupTIvE
The biggest award at this years Cannes Lion, the Titanium and
Integrated Lions, went to a cam-paign that was created without the
help of an ad agency at all. It was conceived and created by the
slightly geeky, incred-ibly competent political advi-sor, David
Plouffe, and a team of volunteers. It had no special effects, no
amazing imagery, not even a clever headline. In fact, any one piece
of Barack Obamas campaign on its own could be ac-curately described
as mundane. But the sum of these pieces was a campaign that was as
original, bold and creative as any. This is to say nothing of its
historic ef-fectiveness.
The other big winner was a global recruitment ad campaign with a
total budget of $1.2 million US. The lackluster headline on the
small black and white classified ad simply read, The Best Job in
the World, followed by a routine job description. What made this
extraordinary was that it was a tourism campaign. The job being
advertised was a six month stint acting as caretaker on a tropical
island in the Great Barrier Reef for $120,000 US. To apply, you
just needed to submit a video to YouTube. As you might imagine,
news of this job opening spread like wildfire across the Internet.
35,000 applicants uploaded 610 hours of YouTube video. In the first
56 days, the campaign web-site logged about 7 million unique
visitors and 50 million page views, with the average visitor
staying for 8.62 minutes.
Every major news network around the globe covered the story,
generating over $100,000,000 US in additional free exposure across
traditional media as well. Again, no pimped execution just a
brilliantly creative business idea in perfect harmony with its
execution. The times they are a changin.
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THE DUFFY TRIBUNEAUTUMN 20098
havior around the world. This demand has led to more and more
manufac-turers introducing environmentally-friendly products into
the market. and this demand continues despite the economic
downturn. so youll appreciate why being green is sudden-ly the new
black.
now if only some companies spent the same amount of time and
money on improving their processes and the ways they do business as
they do on portraying themselves as environmen-tally-friendly, they
might make a real difference.
but they continue with their in-discriminate greenwashing
without realizing that, in the long run, it can really hurt their
brand. Consumers can boycott it. Green activists can run negative
campaigns about it. and regulators can impose restrictions and
huge penalties by way of fines if they discover a deceptive
claim.
Greenpeace has a website dedicated exclusively to exposing
greenwash stopgreenwash.org. The site educates consumers about
greenwash, its symp-toms and causes, and invites viewers to post
and discuss their own green-wash examples.
The Rainforest action network (Ran) exposes allegedly guilty
corpo-rations like GM, walMart and Mattel every week with their
Greenwash of the week video (see them all at
www.youtube.com/user/RanVideo).
Theres no denying that companies have a responsibility towards
the en-vironment and can help in resolving some of the toughest
environmental challenges the planet faces today. but instead of
just talking the talk, they must first walk the walk. and not
just
with baby steps. The need of the hour calls for giant strides.
because the illu-sion of being green is not the same as being
genuinely green.
To be credible, you need to consid-er, not just your CsR
approach, but practices throughout the entire com-pany, including
the real impact your products have on the environment, your
recycling policy and the energy efficiency of, not just your
factories, but your offices as well. its not what you say or how
you say it, its what you actually do.
FEATuRE
Call us now for a no-obligation credentials and case-study
presentation. if you would like to inquire about advertising, a
webPOP positioning strategy or having us speak at your next event:
Call Grant adams at (+46) 40 123 451 or email him at
[email protected]
Call to actionngelholmsgatan 1a se-214 22 malm sweden
tel (+46) 40 123 451 Fax (+46) 40 978 585
www.theduffyagency.com
An honest shade of greenGREEN
he last few years have seen an increase in en-vironmental
awareness among consumers. More
and more people are opting for eco-friendly labels and theres
been a huge surge in demand for everything clean and green from
transport to tech-nology to clothes to cosmetics. You dont have to
be a rocket scientist to figure out that great rewards await
companies who either offer environ-mentally-friendly products and
serv-ices or have green business practices. This has led to an
increasing number of companies and brands approaching The duffy
agency for help showing off their green side.
now while some of these brands are genuinely green, there are
plenty of others out there who brazenly claim green credentials.
look at me, im green. buy me, and you will reverse global warming,
improve air qual-ity and save the tropical rainforests, they say.
Consumers, of course, are not morons. Their radar can pick up and
tune out messages that sound like ex-aggerated and unsubstantiated
claims. so much so that theres a term coined precisely for this:
greenwashing.
so why is greenwashing such a tan-talizing temptation thats
difficult to pass up for most brands? its like this:demand for
environmentally-friendly products is continuously rising, and this
is not just confined to developed countries. national Geographic
and Globescans 2009 Greendex, whose internet poll surveyed
consumers in 17 countries including hungary, india and Mexico,
found a rise in en-vironmentally-friendly consumer be-
how to come across as an environmentally-friendly company, but
only if you really are one
GMs campaign to promote itself as green prompted these activists
to go on YouTube and point out the campaigns obvious
contradictions.
GREENpEACE uSES FouR CRITERIA To IDENTIFy GREENWASH
Dirty businessCommunicating an environmental initiative when the
core business is unsustainable.
Ad blusterUsing advertising to exaggerate environmental
benefits, spending more on the campaign than the actual
initiative.
political spinCommunicating environmental com-mitments while
lobbying against environmental laws and regulations.
Its the law, stupid!Communicating environmental achievements
that are required by law anyway.
T
Tribune 2.0If youre looking at the digital version of The
Tribune, we hope youve enjoyed the new experience! If not, you dont
know what youre missing. New interactive tools have reinvented the
pdf, allowing you to bring your newsletter or brochure to life with
integrated audio and video like never before. The static paper
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Is your company going green? We can help you. Sustainably.