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.
According to Forbes, in 2008 consumers spent $23 billion on organic food. That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S.
That's good news. Because there's still lots more room to grow.As the head of an advertising and marketing agency that specializes in organic marketing, organic
promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet.
Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book,
Core Truths.
The seeds of change have been planted. It's up to us as marketers to help bring in the harvest.
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.
Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.
While they haven't cracked the recipe riddle, this is
a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations.
As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.
One of the best strategies to deepen existing relationships and attract new customers is to
share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world.
Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?
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.
In today's edition of
Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:
"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s V
ice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."
Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences.
When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?
The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!
You've got to love AMC's award-winning series,
Mad Men. It's great TV. And great fun to watch. And yes, I'm sure you could find agencies staffed with lying, egomaniacal, sell-their-soul-to-make-a-buck and cheat consumers advertising types. But truly, if this were the case, those careers would be short lived.
We live in a culture fueled by instant communication. And one that demands authenticity and transparency. This demand for businesses that are willing to pull back the curtain have opened the door for agencies like mine.
At firefly180 marketing, we're not your traditional advertising agency. Sure we do great work. Sure we win awards. But we specialize in working with progressive businesses and wellness companies where we focus on green advertising, LOHAS, wellness marketing, wellness promotion, organic campaigns, renewable energy and yoga advertising. We believe that business is the most powerful force for change on the planet. And to that end, we are passionate about leveraging marketing as a force for good.
I love yoga. It challenges me. Humbles me. Stretches my physical and emotional boundaries. And it nourishes my mind as much as my soul.
The same is true for my approach to marketing. As the president and creative director for an agency that specializes in wellness marketing, wellness promotion, organic campaigns and yoga advertising, I find that truly great strategy and creative results from being challenged, humbled, stretched and nourished.
Being a leader in the advertising and marketing arena is not an end to itself. It's a practice. It's ever-evolving. It's lifelong. And the moment it's not, is the moment creativity becomes a service to ego—not to clients or the world at large.
Not many agencies that specialize in LOHAS marketing, green advertising, organic promotion and wellness marketing can say that fireflies dance outside their office door. But we can.
Based near the scenic St. Croix river, our office is surrounded by acres of rolling hills covered in native prairie grasses, wildflowers and woodlands. It's a place where clients make excuses to visit.
Last night during a heat lightning storm, the fireflies were out by the thousands. The night sky was alive with the flashing of lightning and the flashing of tiny winged creatures. It was magic. It was nature at its finest. It was unforgettable. And it spoke directly to the kind of work we create at firefly180 marketing.
Every time a purchase is made a consumer asks themselves three questions:
1) What's in it for me?
2) How is your product unique in the marketplace
3) Why should I believe you?
When it comes to organic advertising, environmental marketing, social change marketing or sustainable marketing—each of these three essential questions needs to be addressed before a consumer will buy.
Here's the good news. Each of these questions is easier to address when you have a product or service that speaks to personal or environmental health. Whether you're promoting organic produce, green lawn care, sustainably made furniture, an eco spa or energy efficient appliances, you have a story to tell that more conventional products can't touch.
It gets even better. Consumers of products like yours (generally LOHAS consumers) don't want to be sold. They don't want to be advertised to. They want the back story. They are hungry for data, information and proof. They want to know they can trust you. They are leery of being green washed. So you don't worry about "selling," your job is to "share." Remain fully transparent. Be authentic. And the sales will come.
Powered by Compendium Blogware