Commentary

Madison Ave Goes Green

Socially responsible marketing and branding campaigns: That's the mission of Turf, a New York agency that recently relaunched, with an eye on the burgeoning green movement. It's a niche that more agencies are likely to pursue as consumers increasingly demand eco-friendly products and services.

"With our new positioning, we're trying to define good business practices," says Mark Trippetti, who founded Turf in 2002. With a staff of eight, he says Turf is small enough to be selective about who it works with. "You can still go after all the traditional categories, but only certain companies within those categories," he explains.

Among its recent projects was creating the green apple logo for GreenNYC, New York Mayor Michael Bloomberg's environmental outreach effort to reduce carbon emissions in the city. In partnership with production company KontentReal, Turf has also helped to develop the e2 series for PBS, which highlights environmental issues.

Turf isn't alone. Other agencies focusing on green branding include Brand Neutral, household name inc., and GreenOrder. But Trippetti wants his agency to go beyond environmental issues to promote overall corporate social responsibility. "I'm trying to get out and above the green thing," he says.

Next story loading loading..