Friday, January 15, 2010

In a search to find an advertising agency that truly promotes sustainability and green thinking I have come across one that is focusing their foundation exclusively on sustainable brands and organizations. Egg, an advertising agency that has worked for successful brands such as; Southwest Airline, Coke, Hewlett Packard and Starbucks, now claims to be working for the "good guys." Their new focus and strategy is to only work with sustainable brands and to venture away from a traditional agency. In order to build effective relationships with their customers, they claim to have a transparent fee structure. They also have a blog where they show and talk about brands and organizations that are not acting in sustainable ways and expressing the need for agencies and brands to change.
Working for the "good guys" for Egg means that these brands and organizations have a positive impact on society. This positive impact can be defined "through the company's product or service, sourcing and eliminating of production materials, a true commitment to recycling, pollution prevention or energy conservation, its attention to stakeholders in the community, how employees are treated or other ways."

My first reaction to this website and advertising agency is Great! Wow! Wonderful! An agency is actually changing its foundation to work only with sustainable brands and organizations. They are claiming that they are transparent and that they will work with companies that have positive impacts on society. Now, while I am hoping that all this is true, how will they measure whether a brand or organization is having a "positive impact on society"? They did define positive impacts on society as I quoted above, but they didn't go into enough detail on how these brands' sustainability will be measured and what a true commitment to recycling really is.
Also, they vaguely state that positive impacts include pollution prevention or energy conservation, attention to stakeholder in the community and how employees are treated, but they do not expand how much water conservation or pollution prevention they should establish compared to other factors involved in the production of the brand. They also do not specify what kind of attention to stakeholders in the community they require or what the requirements and guidelines are for evaluating how companies are treating their employees. These concepts and ideas are all great but they need to have clearer means of measurably and accountability.

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