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 NGOs to help their businesses become more sustainable, and then communicating. The initiative is being spearheaded by McCann's chief strategy officer and deputy MD, Pratik Thakar. He said: “We’re looking at the positive stories clients can tell in terms of their relationship with the environment.”
This will involve researching the consumer perception of their brands, partnering with NGOs to help their businesses become more sustainable, and then communicating. The initiative is being spearheaded by McCann's chief strategy officer and deputy MD, 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.
He added: “Many clients are showing interest. But they’re not sure how sustainability relates to their business. We want to show how they can be part of the solution, not part of the problem.
An aim of the group is to find ways in which sustainability can be made desirable or stylish as “eco-fashion” heads beyond The Body Shop and towards to mainstream.
McCann leverages green issues through Planet McCann, a unit created to provide “planet and people friendly” marketing practices to its client base.
