Green expo ogilvy 210510 final.pptm


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Green expo ogilvy 210510 final.pptm

  1. 1. FROM GREENWASH <br />TO GREAT<br />21st May 2010<br />
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  11. 11. Unlocking the Stalemate: <br />A Fresh Approach<br />
  12. 12. 3 Phases, 9 Principles<br />(1) Planning Your Approach<br />Focus on fundamentals<br /> Get out ahead<br /> Partner for content and credibility<br />(2) Developing Communication<br />Make honesty a priority<br /> Find strength in humility<br /> Embrace the detail<br /> Show, don’t tell<br />(3) Launch and Beyond<br />Become a first responder<br /> Commit for the long term<br />
  13. 13. Phase 1: Planning Your Approach<br />
  14. 14. Planning Your Approach<br />Focus on fundamentals<br />Start on the inside<br />“Get hard facts. Get them verified. You can’t tell a credible sustainability story without real data behind it.”<br />Be clear about your brand’s biggest impacts and be willing to redress them through big change<br />
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  16. 16. Planning Your Approach<br />Get out ahead<br />Cutting-edge sustainability initiatives are the product of leadership.<br />Do it with a game-changing new product, service or point of view.<br />
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  18. 18. Planning Your Approach<br />Partner for content and credibility<br />Partner with a credible, sympathetic third party at the beginning of your sustainability journey.<br />Learn from external expertise and objective critique.<br />
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  20. 20. Phase 2: Developing Communication<br />
  21. 21. Changing Communication Paradigm<br />.<br />
  22. 22. The Fall Out From This New Landscape Has Created two scarce inter-related commodities.<br />Attention<br />Communication that cannot rise above the clutter will fail.<br />Engagement<br />Passive mass communication techniques must give way to placing more emphasis on downstream experiential/interactive activities<br />
  23. 23. “A revolution doesn’t happen when a society adopts new tools.<br />It happens when society adopts new behaviours.<br />Clay Shirky<br />
  24. 24. The increasing importance of behavioural economics in the communication process<br />“ There is a big difference between asking someone to move their arm a little to the right in a supermarket and asking them to give up smoking”<br />Rory Sutherland, Deputy Chairman, Ogilvy UK<br />
  25. 25. The future of marketing communication is not doing and saying things to people.The future is about doing things with and for people.<br />
  26. 26. Developing Communication<br />Make honesty a priority<br />People will accept progress over perfection as long as shortcomings are declared in full.<br />Transparent and honest efforts are more important than perfection.<br />Brands must be brave. Loyalty follows transparency.<br />
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  29. 29. Developing Communication<br />Find strength in humility<br />Frame your brand’s achievements in a way that acknowledges your limitations and includes a commitment to try harder.<br />Do it with sincerity of intent, a deep understanding of the relevant issues, and a permanent ban on chest beating.<br />
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  31. 31. Developing Communication<br />Embrace the detail<br />Provide pertinent detail at every turn, in all communication but avoiding generalisations like “helps save the earth”.<br />Truth telling reinforces authenticity in a world where half truths can poison a brand’s credibility.<br />Find the balance between precise and trivial.<br />
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  33. 33. Developing Communication<br />Show, don’t tell<br />Find a forum where your brand actions can speak for themselves.<br />Make sustainability tangible, practical and relevant without saying it in so many words.<br />Seeing is believing.<br />
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  35. 35. Phase 3: Launch and Beyond<br />
  36. 36. Launch and Beyond<br />How you go out into the world, your attitude, your openness and ability to listen and respond – your brand’s behaviour – all impact perceptions of your authenticity.<br />A brand’s sustainability credentials cannot be viewed as just a box ticking exercise, long term commitment is a must.<br />
  37. 37. Launch and Beyond<br />Become a first responder<br />Act fast in the face of criticism and collaborate with decriers on solutions before deep reputational damage is done.<br />View critics, influencers and consumers as allies who can help in the constant improvement of your brand’s story.<br />Ban being defensive.<br />
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  39. 39. Launch and Beyond<br />Commit for the long term<br />Take a “for better or worse” vow to sustainability.<br />A “one and done” approach screams “opportunist tactic”<br />Act responsibly and feed the pipeline with steady stream new news.<br />Adopt a “Divine Discontent” creed.<br />
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  41. 41. Conclusion<br />Successful <br />sustainability marketing <br />is a labour of love.<br />