DDB Cares

Instant Karma's Gonna Get You

2008-11-12T21:15:07Z

When my good friends and fellow Topanga, California residents Craig and Tanya Farkas needed an ad to promote their eco-friendly production firm Instant Karma in the Cannes issue of Boards, they didn’t come to me. Instead they awarded the business to their son Sean Farkas, a sixth grader at Topanga Elementary School. While this was obviously a case of nepotism, I am trying to get past the bitterness and have decided to share the simple, elegant and heartfelt solution Sean came up with. The ad received such great feedback that Craig entered Sean’s work into an online contest called theadbattle.com, a global website primarily for ad professionals who want to show off their latest campaigns. Click here to view Sean's ad Sean’s ad was competing against ones from high-powered agencies and professionals and was proclaimed a winner in the social ad category. So if you’re looking for a green production company that walks the walk, consider Instant Karma Films. Or if you’re looking for a young creative consider Sean Farkas-- before he takes away your next job. Mark Monteiro Chairman and Chief Creative Officer DDB Los Angeles

Green In a Changing Economy

2008-10-29T15:20:16Z

Given our economic climate, it’s a reasonable question to ask whether the green revolution has sputtered. Recent research indicates that consumer enthusiasm for green has waned in some areas. Yankelovich’s “Going Green 2” study found that consumers’ willingness to pay more for green alternatives has decreased. There’s evidence that companies have cut back their budgets for environmental and philanthropic initiatives, and climate change legislation will most likely stall or not be as favorable to the environment as was originally predicted. But it’s not all bad news. According to the same Yankelovich study, environmentalism is developing among U.S. consumers — especially among Echo Boomers (ages 16-29) and GenXers (ages 30-43), who both said they are more concerned about the environment than they were a year ago. And even more mainstream consumers are responding positively to companies who successfully convey personal benefits in the green attributes of a product. A great example is Clorox Green Works’ household cleaning products that use 99 percent natural, non-petrochemical ingredients. Clorox doesn’t overtly tout the environmental attributes but instead emphasizes a “healthy home” and “living a more natural life.” First year sales have been well over $40 million. The bottom line is that green is still quite relevant and will likely become increasingly so, continuing to change the landscape in which companies do business and consumers buy products and services. It just might be at a slightly slower rate. Arlene Fairfield Global Change Network, in partnership with DDB BIG arlene@arlenefairfield.com

Cotton

2008-10-15T16:07:46Z

Cotton Incorporated and DDB New York are proud to announce the launch of our new quiz “DO YOU KNOW GREEN?” on Cotton’s MysteryFabric.com and TheFabricOfOurLives.com websites. www.mysteryfabric.com With everyone jumping on the “green” bandwagon these days, it’s hard to figure out what’s genuinely environmentally friendly and what’s not. “Do You Know Green?” combines the fun of a game show, the usefulness of an environmental handbook and the pizzazz of a fashion show all into one brain-teasing quiz. Through a series of challenging true/false questions, this quiz will test your knowledge of what’s “green” and what’s “not green” among the fabrics and other items you use in your day-to-day life. Our lovable characters Jane (the eco-aware cotton lover) and Susie (the mystery fabric misfit will model the “green” and “not green” virtual wardrobe pieces you’ll "win" with every right or wrong answer. Cotton is natural, so it’s been “green” even before “being green” was ever in style. In launching this quiz, our goals are to make Cotton a credible resource in helping consumers to separate eco-fact from fiction and, very importantly, to keep cotton top-of-mind for fashionable and eco-conscious consumers. So how well "Do You Know Green?” Play the quiz now using the link above and tell us what you think… Be sure to click on the “Send to a Friend” option to pass this quiz along to someone you know who might be interested in being a little bit “greener.” Lee Garfinkel Chairman and Chief Creative Officer DDB New York

Joseph Cianciotto Executive Creative Director, Amplify Chief Community Officer, DDB New York

Midas and Make-A-Wish

2008-06-18T14:55:26Z

At DDB we enjoy making our clients successful; it is most rewarding when we're able to help them spread goodwill as well. Take the most recent spot DDB Chicago did for Midas to promote their latest venture with Make-A-Wish. Through June 28th, every time someone goes to a Midas facility and orders a vehicle maintenance package, Midas will donate $5 to the Make-A-Wish foundation. Our goal is to help Midas raise as much money as possible for this awesome organization that grants wishes to children with life-threatening illnesses. Giving consumers the opportunity to contribute to a good cause while having their vehicle serviced can shine a bright light on those tedious Saturday chores! It's our hope that something as routine as an oil change can help to affect a positive change in a child's life. For more information about the promotion and to see the inspirational spot featuring some Make-A-Wish children, go to www.midaswish.com At DDB we have a culture that truly believes in giving back. Isn't it about time you brought your vehicle in for an oil change? Mia Sissac Senior Marketing Communications Associate DDB Chicago

The Big Wild Launches!

2008-05-12T20:25:45Z

Everyone is going green these days. More and more companies are expanding their corporate social responsibility profile through green initiatives. At DDB we care about our environment and so much more. I have enjoyed our green blog and thank all of you who have posted your thoughts and opinions. We have decided to broaden these chats to include all our CSR (corporate social responsibility) ventures. In the coming weeks more reportage and discussion of CSR and DDB will be our focus. We welcome your feedback and look forward to hearing what you have to say. --Frank Palmer Social networking site created by Tribal DDB to enlist and mobilize support. Check out www.thebigwild.org, the new social networking site created by Tribal DDB, the online division of DDB Canada. The new social networking site allows Canadians to share stories and media about wilderness experiences and learn more about the country's wild spaces in need of protection. Most importantly, it will also act as a catalyst to raise awareness and mobilize support for conservation campaigns. The evolving site will continue to have features added throughout 2008 and 2009. Read more about it under "Who We Are – DDB Cares" and let me know what you think. Diane Bruno, Public Relations Manager, DDB Worldwide

Plastic Bags that Go Away

2008-03-26T20:31:31Z

There is a supplement in the New York Times today called the "Business of Green". BASF has taken the full back page to profile a story of its plastic bags that have a shelf life of one year then biodegrade in compost within weeks. Their website has eight other cases including; ethanol extract from corn, reduction of diesel exhaust from school buses, and an 80% more energy efficient home. It is too easy to be cynical that this is just BASF marketing when, in fact, the accomplishments are extremely impressive. Check it out at www.basf.com/stories. Frank Palmer, Chairman & CEO, DDB Canada

How Sustainable?

2008-02-22T21:40:42Z

We know that going green is good for the earth and we are quickly learning that it is increasingly good for business. But how sustainable is sustainability as a business differentiator? If everyone is doing it - where is the competitive advantage? Green is quickly becoming tablestakes - there may be more risk in not doing it than benefits in doing it. If you agree, how can companies benefit and differentiate in green going forward?

Staying Green (in a hotel)

2008-02-18T21:35:35Z

Hotels have been struggling with a green agenda.

There are those bathroom cards saying that linens will not be washed unless requested. These are truly early efforts in the industry. The hotel industry has been largely slammed for greenwashing (no pun intended). It is making some better moves like championing waste management programs, sourcing renewable energy, and leading some ecological preservation. Some cool examples include:

The Ibis Porte de Clichy has a façade covered in photovoltaic panels, which convert sunlight into electricity

San Francisco's Orchard Garden Hotel rooms have the city's first door-key-card controlled electricity system—remove your card when you leave and the whole room automatically "turns off" (something that Europe has had for some time)

Hotel Triton has decorated a room on each floor using environmentally safe paints, furniture created from salvaged forest-fire wood, and organic hemp towels and sheets

It also appears that a new player is to make its presence known. Starwood Hotels who brought you the W format is now planning One Hotels which will be upscale and green. Do you have any suggestions for Starwood on how to devise a truly green hotel?

It is No Longer Painful to Be Green

2008-02-13T21:32:37Z

Green was once associated with sacrifice - it was painful to be green if you were a business. We associated green with extra cost, extra effort, questionable impact and return, compliance, and sacrifice. That is no longer the case. Green is now associated with strong and important branding, increased revenue, price premiums and deeper customer loyalty. Now green forces you to be better at everything you do. It is an extra lens that promotes greater innovation and awareness of impact. Think of the Lexus Lhs luxury hybrid that is priced at $125,000 and promises (according to their literature):

A Powerful Statement
Three Operating Modes
Responsive Performance
Fuel Efficiency
Super Ultra Low Emission Vehicle (SULEV)

This is a great example of an industry player adjusting their practices to fit today's reality.

Have you any other interesting examples or comments?

We Do Not Have 1.25 Earths

2008-02-08T20:31:19Z

Andrew Shapiro of GreenOrder recently spoke at an event on Corporate Image and stated that we are currently using our resources as if we had 1.25 earths. A chilling and very simple description of the challenge before us. Check out more at www.greenorder.com and share your comments.

Where Does Green Fit in Business

2008-02-05T19:50:45Z

In my first post, I said that Green is good for business. That thought is now more widely shared than ever. But decision-makers I have dialogued with are frozen with fear of being labeled a poser, greenwasher, or too preachy and the result is many are not taking any risks in acting and promoting a relevant green agenda. Any business regardless of size and industry can make strides and be proud of what they accomplish. This can be in the following areas: Strategic Planning: senior management can kick start the whole thing by developing or revising sustainability goals to align with their core business. Supply Chain and Operations: environmental audits of all practices can point out cost-competitive improvement strategies. Green Real Estate: a business' physical footprint and practices can create value in real estate. Renewable and Cleaner Energy: yes swapping out lightbulbs is step one but there are much deeper programs for renewable and cleaner energy projects. Greenhouse Gas Management: this requires an audit of greenhouse gas emissions to arrive at cost-effective strategies to reduce or offset impacts related to manufacturing, operations, and travel. Understandably this is an investment but one that will pay off in may ways. Thoughts?

Vodka Can Be Good

2007-11-26T17:32:43Z

If you haven't already, check out Larry Light's article in the November 12 issue of Advertising Age. It is called Marketers, Seize the Opportunity to Help Heal Society's Ills. It helps separate the posers from the prophets. And it was fun to read that 360 Vodka is claiming to be the world's first environmentally friendly vodka. This is based on the 85% recycled-content bottle and that all labeling, packaging and promotional materials use 100% recycled paper along with water based inks. Share with us examples of other products that are paving the way...

Would You Pay More?

2007-11-05T21:16:25Z

It is a great question because it puts us all on the spot. Would you pay more for a product or service based on the associated corporate responsibility efforts? These efforts could include green/environmental programs, trade practices, work and employment policies and programs, etc. A study commissioned by Greenpeace International with Ipsos MORI shows that PC users in nine countries would pay more for an environmentally friendly PC (respondents from Mexico indicated they would pay $240+ more). Whole Foods' entire business model is based on premium pricing for natural products. A recent Maritz study shows that 47% of Generation Y'ers said they would be willing to pay more for environmentally friendly services, products or brands. How about you? Would and do you pay more for services, products or brands that do good? What values are you looking for from the companies you purchase from? Make sure you vote on this very topic off our homepage under "Be Heard."

A question

2007-10-09T12:48:26Z

Thanks for your recent comments. I wanted to focus on the issue of engaging employees in green programs at work. Omar Michael's comment from the first post mentioned the fact that apathy is a significant barrier to employees getting involved in anything. We know that many businesses invest in a range of corporate responsibility programs to do the right thing and to promote a healthier brand image. The challenges have been sincerity, commitment, and momentum. My query is, how do we ensure that green programs make real contributions and how do we engage employees in the process? Any examples or ideas would be great for this discussion. Share away...

Welcome

2007-09-04T13:42:16Z

Who isn't green these days? At DDB we have watched the efforts of many organizations as they pursued green as their main focus of corporate responsibility. We have witnessed the posers and the prophets. Like any promise made - there has to be commitment and proof. Recently we were involved in the Green Conference with Advertising Age and Discovery Communications. It was great to see the interest in the subject and growing evidence that corporations were making some real changes (but many, many miles to go). One scary factoid was presented by David Perry of the Aspen Skiing Company that covered the potential disappearance of snow from that region in the next 100 years! Not the type of green goal we are hoping for. I suggest you check out www.savesnow.com to learn more and see a company standing up and doing real green things. One of the biggest challenges facing companies today in going green is keeping the focus focused. Green is unbelievably broad. Sure there are practices that big, medium and small businesses can change across the board to make differences but it seems to me that a deeper focus will have deeper impact. Also this stuff cannot be pursued so one can send a press release - this has to be DNA bonding material for the organization. According to a piece in Newsweek, "the number of Americans who say they worry about the environment "a great deal" or "a fair amount" increased from 62 to 77 percent between 2004 and 2006. The 2006 poll was done in March, before the attention-getting release of Al Gore's global-warming film, An Inconvenient Truth." In our business, we know that consumers are rightfully influenced by businesses that are corporately responsible during the purchase process. And with related savings in going green like long lasting and environmentally friendly light bulbs, it is just smart business. Two solid reasons to head this way - more customers and lower costs (green has always been equated with money). Let me stop myself there even though I have a ton more to say. I am really interested in your thoughts on truly being green, its impact in business, and any great ideas you have to treat this globe we all live on better. Keep it clean, be real, and keep it coming...