Sustainable Advertising

How Advertising Can Support a Better Future
1. Auflage 2024
ISBN: 978-1-3986-1383-6
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 670 g

Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'. This is the book every advertising and marketing professional needs to make every ad a sustainable ad.Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis. This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.

Autoren/Hrsg.

Bourn, Matt

Munden, Sebastian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Corporate Social Responsibility (CSR), Nachhaltiges Wirtschaften
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

• • Chapter - 01: Welcome to Sustainable Advertising;
  • Chapter - 02: Greenwashing, and how to avoid it;
  • Chapter - 03: Getting our house in order;
  • Chapter - 04: Ad Production;
  • Chapter - 05: Ad Distribution;
  • Chapter - 06: Sustainable supply chain;
  • Chapter - 07: Quick wins, and long-term success for media plans;
  • Chapter - 08: Events and awards;
  • Chapter - 09: Big Behaviour Changes;
  • Chapter - 10: Customer research insights;
  • Chapter - 11: What ‘good’ looks like now, and future;
  • Chapter - 12: Energy, travel, tourism;
  • Chapter - 13: Food, fashion, finance;
  • Chapter - 14: Measuring the industry's impact;
  • Chapter - 15: A rewarding profession and career;
  • Chapter - 16: Start your change journey here

Über Autor(innen)

Bourn, Matt
Matt Bourn is the Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. He steers the industry's work around Climate Action, including the formation of Ad Net Zero, providing communications support for the Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association's responsibilities as the UK representative for Cannes Lions. With 25 years' experience previously, he was Managing Director of Braben, the UK's leading PR consultancy for media, working for companies such as Sky, Channel 4, Disney and Sony.

Munden, Sebastian
Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and has been Chair of Ad Net Zero since its inception. He worked at Unilever for 30+ years applying the principles of business as a force for good to create value for all stakeholders, lastly as CEO of the UK and Ireland business.

Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony. Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and Chair of Ad Net Zero. He worked at Unilever for 30+ years applying the principles of business as a force for good, lastly as CEO of the UK and Ireland business.