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Transform your advertising practice by learning to harness the power of the industry to tackle the climate crisis. This is the book every advertising professional needs to lead the way to a sustainable future.
Sustainable Advertising is designed to equip advertising and marketing services professionals with the tools and expertise they need to make their daily practices more sustainable whilst improving productivity and saving money. Covering every aspect of advertising, from how ads are made and the way they are distributed to the product, service and behaviour each ad promotes, this book lays out a way forward for the industry that will overcome the current problems faced. From the Director of Communications for the Advertising Association and Ad Net Zero Matt Bourn, this must-read guide sets out a clear 5-point action plan for the advertising industry and includes case studies and interviews with industry leaders including Cannes Lions, Havas, WPP and Mediacom. Learn from top examples of best practice in the industry and how to avoid greenwashing in this unmissable and practical manifesto for the future of advertising.
List of contents
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
About the author
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.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.
Summary
Lead the way and make every aspect of your advertising sustainable with this practical guide filled with insights, tools and expert guidance.
