The programme, called Greenology, will look at ways in which brand owners can leverage their green credentials through marketing. This will involve researching the consumer perception of their brands, partnering with non-government organisations to help their businesses become more sustainable, then communicating their greenness.
The initiative is being spearheaded by McCann's chief strategy officer and deputy managing director, Pratik Thakar. He said: "We're looking at the positive stories clients can tell in terms of their relationship with the environment."
Thakar is moving to Shanghai in December (Media, 31 October) where he intends to roll out the Greenology concept for McCann's China-based clients.
