Ad Age recently published a special section on agencies involved in green marketing. Of course I am happy to see the Weber Shandwick Cleantech and Planet 2050 practices included, but I have to say that the list seems pretty arbitrary. There are a number of agencies out there that are not mentioned. Just to name a few that I know about: Blue Practice, Antenna Group, egg, Clean Agency and Earth Advertising. The other thing that struck me about the Ad Age list is how different the approaches are from one firm to another, from setting up different practice groups to trying to infuse values of sustainability throughout an organization. Granted, I've only worked in the world of agencies for 3 years, but given what I've seen throughout the industry so far I would have to say that infusing anything into organizations that are typically based on individual P&Ls seems quite a challenge unless is is bottom up. As they used to say in China where the central government is always at odds with regional governments, "On top is policy, below is counter-policy". A good resource for marketing and communications issues around sustainability is Greenbiz.

This entry was posted on Monday, June 30th, 2008 at 12:23 pm and is filed under consumer, marketing, media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.