Green Advertising Agency

If you want action to stop climate change, pick up the phone and call now.

Join Repower America today in their three-day calling campaign. It's easy and tens of thousands are already flooding the phone lines.

Just call our easy-to-use, toll-free Repower America hotline at 1-877-9-REPOWER (1-877-9-737-6937) and enter your zip code. You'll be connected to one of your Senators. 

Once you're connected, remember to tell the staff member you're speaking to that:

• You're a constituent
• You want your Senators to pass strong clean energy and climate legislation this year
• You want a strong bill that invests in clean energy, creates millions of jobs and sets a limit on harmful carbon pollution from all sectors of our economy

Repower America has become incredibly adept at activating millions through digital media. How did I find out about this campaign? It found me through my in-box this morning. Now I'm leveraging new media channels to spread the word farther and wider.

That's what I call green marketing at its finest. Like a dandelion opening to the sun and scattering seeds on the wings of wind, green advertising agencies like mine create social change and harness the power of consumer choice with beauty and high impact. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

A friend of mine just returned from Copenhagen. While he wasn't there to attend the UN Summit on Climate Change, he did stop by COP15 to take in the vibe, cheer on the protestors and bring me back a smattering of materials he managed to gather.

Perhaps the favorite item in my gift bag, was Ode's special issue, The Solutions We Need Now. Imagine my surprise when I received an email notice courtesy of LOHAS and Ode, offering a digital version of the issue for free!

As the head of a green advertising agency and an expert in green energy marketing, social change communication and green marketing, I applaud this marketing effort. This beautifully conceived magazine issue is getting out to hundreds of thousands without the environmental cost caused by paper and ink, the energy needed to print or the recycling/solid waste realities after the issue is read. The online experience is simple and seamless. Get your free issue now. You'll love it.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

The holiday gift giving season has begun. As businesses get serious about choosing gifts for clients and loyal customers, two vital considerations are often overlooked:

1. What does your brand represent?
2. How can your gift extend your brand?

If the answer is environmental sustainability, fair trade,  health or wellness, I strongly recommend giving green gifts. As the owner of a green advertising agency that specializes in organic branding, social change communication, yoga studio marketing, renewable energy marketing and the LOHAS consumer, that's not only what  I recommend to clients, it's a philosophy I practice myself as a business owner.

A couple sites I recommend include: spiralfoundation.org, vivaterra.com, heifer.org and organicbouquet.com. Of course, this is just a start. There are literally countless creative ways you can choose gifts that are not only meaningful and beautiful, but that align with your values as a global citizen. What's important is that you consider ways to give—and give back— far beyond the holiday season. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

According to Environmental Leader, Marriott says it plans to learn from its “green” hotel prototypes and expand the program by a measure of tenfold over the next five years."

Over the weekend, a tiny island country off the coast of India galvanized global media attention about the urgency of climate change. How? They were incredibly smart. Strikingly unconventional. And spot-on with their message. 

According to the Associated Press, "Members of the Maldives' Cabinet donned scuba gear and used hand signals Saturday at an underwater meeting staged to highlight the threat of global warming to the lowest-lying nation on earth."

Leveraging the upcoming U.N. Climate Change Conference in Copenhagen, this tiny, relatively unknown country, is using the power of PR to take center stage as an advocate to stop climate change—our planet's most critical issue. You gotta love it. I do.

As the head of a green advertising agency with expertise in renewable energy marketing, I have long worked to educate and inspire action to fight climate change. Almost 15 years ago, I led efforts to create a national advertising campaign featuring TV, radio, direct response, events and guerilla marketing to educate millions about the reality about climate change while offering renewable energy options as part of the solution. Last summer, I partnered with MusicMatters in addition to recording artist Jack Johnson and his team to execute a carbon neutral world tour.

Fighting climate change is a personal and professional passion. I salute the leadership of the Maldives. They made a point. They made it fun. And their message is being heard around the world. 


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Today is October 12 and this is the view outside my office door.

Look closely, you'll see a herd of deer running by. But it's not the deer that are surprising. In a season that is generally all about crunching through colorful fall leaves, those of us who live and office near Minneapolis are looking for snow shovels.

Just as weather can take us by surprise, so can marketing campaigns. As the head of a green advertising agency with a focus on organic branding, the LOHAS consumer, yoga studio marketing, green energy marketing and social change communication, we strive to create surprise. We live in a media climate that is in continuous hyperdrive. And yet there is a pervasive cookie-cutter blandness that stifles most marketing messages.

Today, an early snow generated national media and shook up millions in my region. Tomorrow, I hope the same is true for green marketing companies like mine. The stories of our clients are unique. Their messages are relevant. And their potential to generate change is as refreshing—and as surprising—as snow in October.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

A client came to me yesterday with a request to create a "quick ad" for immediate insertion. When I asked about message, desired response, audience demographic and points of uniqueness, she admitted her team hadn't quite thought that through. 

I suggested she save her money. As the head of a green advertising agency that specializes in social change communication, the LOHAS consumer, yoga advertising, organic branding and green energy marketing, I urge our clients to remain proactive—not reactive.

While it's difficult sometimes not to get caught up in the office swirl, a clear head is an essential element when it comes to good advertising and marketing strategy. So the next time you find yourself reverting to reactive mode, take some advice from the yogis. Take a breath. Find your center. And listen to the wisdom within.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing

My round trip flight from NYC and Mpls last week created nearly a ton of climate change causing carbon dioxide emissions.

As the head of a green advertising agency that specializes with the LOHAS consumer, yoga advertising, organic branding, renewable energy marketing and social change communications, I had two choices. I could do nothing. Or I could counteract my CO2 by buying an offset that helps bring about new renewable energy.

So I went to my favorite offsetter (www.nativeenergy.com) and for $14 bought an offset that will help build new wind turbines in the Midwest. My carbon footprint for air travel for that trip is now zero. At the end of the year, I'll tally commuter miles, electric usage and of course, additional air travel to offset the entire year. 

Running a climate neutral business is a small, but significant step toward protecting the future of the planet. Blogging about it to educate others is just one more. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

This one is tricky.

Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for. 

Turns out this agency created what is known in the industry as a fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng

As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet. But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.

The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.



Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Will sex sell to to apathetic guys? The new eco website www.angrygreengirl.com certainly hopes so.

Targeted at men who might be cajoled into taking eco action by self-described "hot" babes, this site isn't for everyone. But as a new launch in the green scene, the brand is clearly unique.

As the head of a green advertising agency and an expert in the categories of organic marketing, green online marketing, sustainable advertising, social change marketing and eco communication, I've worked with a lot of eco businesses to create advertising and marketing strategies that build movements and garner millions of media impressions.

But I have to admit, I've never recommended launching a new green site with the offer of free, eco, waterless car washes for hybrid drivers by bikini-clad models. But then, I've never worked on a brand like angrygreengirl.com.

Will this new venture make it? Who knows. But the market will soon decide whether this site is sexy. Or just silly.

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Toyota's Prius has done it again. This is a brand that continues to innovate, connect with consumers and push technological boundaries. Their new rooftop solar array that pulls hot air out of the car while parked, reduces the need for air conditioning—thereby increasing fuel efficiency.

As the head of a green advertising agency that specializes in environmental public relations, eco friendly marketing, natural advertising, LOHAS marketing and green energy, I can't help but love this brand. I just hope U.S. car manufacturers are watching. Learning. And greening.

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I just learned that a Midwestern city in the midst of severe financial crisis is planning to build a model green home on spec. Unlike similar homes that have been built and marketed in cities like New York, Los Angeles and Minneapolis, this home will be built in an economically distressed neighborhood.

The message? A green lifestyle isn't just for those with fat bank accounts, green living today means dramatically improved energy efficiency—which brings cost savings conventional homes can't touch. As the owner of a green advertising agency and an expert in green communications, green marketing strategy, LOHAS marketing and eco promotions, I believe this city's messaging is right on track. 

I've spent much of my career marketing and creating messaging strategies around renewable energy. Over the years, I've attended many green energy conferences and the technological advances and market applications have been absolutely stunning. Consumers have traditionally had to pay a stiff premium for most energy-saving and planet-friendly products. And while today the cost is still higher, the gap is slowly narrowing. What's better still is that green living is not only saving consumers money, those who are generating their own power are actually making more green.  

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

As marketers, it's critical that we don't just understand our audience—but that we know them in the deepest, most meaningful way possible. As the head of firefly180 marketing, a green advertising agency that specializes in LOHAS marketing, green promotion, eco communication, wellness marketing, social change communication and renewable energy marketing, I've found NMI's LOHAS segmentation work invaluable.

If you're new to the LOHAS psychographic, here's the quick drill.  LOHAS (Lifestyles of Health and Sustainability) reflects a more than $200 billion market in the U.S. That translates into 19%, or 41 million adults. This market segmentation is divided into:

Naturalites:  Zealous about personal health; attracted to mind body spirit philosophies; meditate; self-actualize through purchasing decisions. 

Drifters:  Consumers with good intentions but are price sensitive; younger; not convinced they can make a difference; motivated by convenience. 

Conventionals:  Mainstream; like to recycle; motivated by saving money; practical; likely to donate to green causes. 

Unconcerned: 16% of U.S. population and decreasing yearly.

Consumers want to connect with the people behind the products they buy. They want the back story. The inside scoop. And they want to get a sense of personality and passion. This is especially true when it comes to food. 

As head of a green advertising agency that specializes in social change communication, eco communication, green promotion, alternative advertising and LOHAS marketing, I recently worked on a campaign to promote locally and sustainably grown foods. We interviewed farmers, wrote profiles that stores could use in their newsletters and created point-of-purchase signs. It was a simple yet powerful strategy.

I was recently shopping and stopped at a bin overflowing with incredibly fresh sweet corn. Placed prominently at the display was one of the signs I had created. Shoppers were milling about filling their bags while reading the story of the farmer who was profiled. The more they read, the more they filled their bags. Having met the farmer who grew the corn, I knew how incredibly proud he would be. A connection had been made. And that is the essence of great marketing.

 

Lisa Proctor is the president and creative director for firefly180 marketing—

a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

I was just invited to be a college guest lecturer for a promotional writing course. As an expert in the categories of wellness promotion, green advertising, green energy marketing, wellness marketing and LOHAS marketing, I have been honored to build strategy and create campaigns for many wellness companies and progressive businesses. I love sharing my experience with students.

In 1990, when I launched one of the nation's first green advertising agencies, my area of specialization was seen as a bit of a curiosity. But times have changed. Dramatically. Businesses understand the power of great creative, but even more they understand that millions of consumers are passionate about buying from brands that align with their values. In addition, interest in renewable energy has brought about incredible technological innovation, an expanding sustainable energy market and a host of green energy conferences.

I've found that today more and more students are looking for careers that not only provide an income, but that feed their soul and contribute to the greater good. I applaud that passion. Because this is exactly the path to finding a job you love so much you can't believe you get paid.

 

When I worked as VP Communications for The Organic Center, a non-profit that provides free, peer-reviewed, credible science that explores the health and environmental benefits of organic agriculture, organic internet marketing was vital.

Our mission was to offer cutting edge science proving the health and environmental benefits of organic available to as many scientists, organic food brands, green advertising agencies and consumers as possible.

As a green ad campaign expert with a solid track record in wellness marketing, I worked intently on making sure our science was as accessible as possible to a diverse audience base.  Of course accessibility never means talking down to your audience. And in the case of The Organic Center, we often generated excitement and interest with solid writing and excellent graphic design.
 
This report cover, for instance, reflects serious, credible content, yet appeals on a visual level to an audience that ranges from scientists to consumers. When it comes to communication, we relate very much to messaging the way we perceive a person the first time we meet. While we may notice their appearance first, it's what's inside that draws us in.
 

 

Working in the wellness marketing category as a green advertising agency for the last two decades, I have many favorite organic brands. Truly, too many to count. But one of my absolute favorites and most enduring is French Meadow Bakery based in Minneapolis.

When I first began creating green ad campaigns, my office was just a couple blocks from their Lyndale Avenue storefront. It was a favorite destination for clients as well as my family— and a place we could gather to experience the most incredible organic baked goods, entrees, salads, coffees and tea. From their humble retail storefront and grocery distribution beginnings, French Meadow has grown to include organic airport restaurants and has been a pioneer in the art of organic internet marketing. Now a wide array of delicious organic products are available to a national audience of consumers who don't want to sacrifice taste to eat a healthy organic diet. I applaud the success of this amazing company and most of all the vision of Lynn Gordon who had the courage and vision to pioneer a business steeped in practices that are as healthy for people as they are for the planet.