Union Launching 'Green' Unit
DMNews.com, Thursday, March 27, 2008 11:30 AM
New York-based agency Union has launched an "eco-friendly" unit named Union Green so it can work on customized campaigns in green advertising. And first on its list is to bridge any gaps between a brand's message and its actual practices.
"The reality is that even green message advertising created by brands who want to say they are making a difference is far from being green itself," says founder and president Bob Wyatt. The shop starts with a flagship account from the National Wildlife Federation, and is rolling out a campaign for it to urge people to spend more time outdoors. Union Green and NWF will also push to expand programs like "The Great American Backyard Campout" and "Green Hour." The agency has developed a system called Eco-Mark--guidelines it will follow to help create more eco-friendly advertising.
"At the very least," Wyatt notes, "we hope that we can give the industry a set of ideas, which are realistic and can be implemented. In this way we might help to change how the industry operates." But he adds that "as we are trying to make all traditional and non-traditional forms of advertising more environmentally responsible, we envision exploring every existing media. It really, as always, depends on the brand's needs."
Read the whole story at DMNews.com »
"The reality is that even green message advertising created by brands who want to say they are making a difference is far from being green itself," says founder and president Bob Wyatt. The shop starts with a flagship account from the National Wildlife Federation, and is rolling out a campaign for it to urge people to spend more time outdoors. Union Green and NWF will also push to expand programs like "The Great American Backyard Campout" and "Green Hour." The agency has developed a system called Eco-Mark--guidelines it will follow to help create more eco-friendly advertising.
"At the very least," Wyatt notes, "we hope that we can give the industry a set of ideas, which are realistic and can be implemented. In this way we might help to change how the industry operates." But he adds that "as we are trying to make all traditional and non-traditional forms of advertising more environmentally responsible, we envision exploring every existing media. It really, as always, depends on the brand's needs."
Recent Around the Net In Media Articles
-
A First: Pay TV Loses Subscribers May 21, 8:14 a.m.
Video subscriber gains in the first quarter of 2013 by top U.S. service providers were not ... -
In Address, 'N.Y. Times' CEO Hails Paywall Advance May 20, 3 p.m.
In a commencement address to business students at Columbia University, New York Times CEO Mark Thompson ... -
Amazon Changes Media Agencies May 20, 3 p.m.
Amazon awarded IPG’s Initiative its global media account, following a review. WPP’s Mindshare previously handled the ... -
Cable Increases VIewership Cross-Platform May 20, 10 a.m.
Tthe Cabletelevision Advertising Bureau reports increases in consumption of cable content and brands across multiple screens. ... -
Layoffs at BBDO, GSP May 17, 2:24 p.m.
Following the loss of substantial accounts, like Gillette and Chevrolet, BBDO and Goodby, Silverstein & Partners ... -
N.Y. Post Axing 10 Most Senior, HIghest Paid May 17, 2:24 p.m.
The New York Post stands to lose a sizable chunk of its longstanding institutional memory as newsroom employees ... -
Time Warner Cable May Take Stake In Hulu May 17, 9:59 a.m.
Time Warner Cable is considering taking an equity stake in online-video site Hulu LLC, according to ... -
White Houses Pushes For Media Shield Law May 16, 2:47 p.m.
Following the Justice Department’s subpoena to access the phone records of reporters at the Associated Press, ... -
Tribune Tamps Down 'Noise' Over Possible Sale May 16, 2:47 p.m.
Seeking to tamp down “noise” over the possible sale of its newspapers, Tribune Co. CEO Peter ... -
JLo Named NuvoTv's Chief Creative Officer May 16, 10:24 a.m.
Actress/singer Jennifer Lopez will serve as Latino-targeted cable network NuvoTV’s new chief creative officer. Lopez, who ...
Be the first to comment on "Union Launching 'Green' Unit"
Leave a Comment