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Leaked Ad Agency Report : Green Marketing Plan (GMP) could hurt our business

December 5, 2007

It appears that there is another consideration regarding InterActive Marketing Agencies and Traditional Advertising Agencies, their effect on Global Warming. According to a leaked memo from one of the larger Advertising Agencies (name withheld due to the legal nature of it). It appears that the ad agency in question actually viewed this as a potential threat in their strategic planning for their own marketing purposes.

We have honored the request to keep the agency’s name and the individuals name off the report. We have also agreed and honored to delete and remove the PDF file that was sent. In essence, the only way we got the information was to agree to destroy the evidence. The reason for this, because the individual would get fired in 20 seconds flat should his name be published. We were also informed that the document was only circulated to about 30 people within the company as a memo. Hence the chances are that if the name of the Agency was published, he still would be found out and fired and/or sued for leaking internal documents.

We were however allowed to inform the public that this is one of the top 10 firms in terms of billables. Their Client Roster has several of the largest firms in the United States and Europe, and the company itself has locations around the planet.

The report is titled “How ….. could be threatened by Internet only advertising agencies”

“The problem we could encounter is if one of the smaller Internet only marketing firms pitch that the potential client could claim a ‘green marketing plan’ (GMP) since both their marketing material and the firm that created it will use only the power to run the computers and keep the lights on. In this case it’s a threat since our print media division uses very large amounts of paper, literally tons of paper both for internal review and then to be distributed to millions via Newspapers and Magazines.’

Wow - The Traditional firms are threatened from the fact that they hog up huge amounts of the Amazon Jungle?

This is pretty amazing from the leaked report:

“We could be accused of not being green simply by our marketing methods such as buying ads in the News Papers and Magazines, even if we use virtually no paper internally, because a very large part of how we allocate our clients funds are towards print media.”

Then the shocker:

One of the strategies currently employed is to de-emphasize the cutting down of trees and focus more on how we ask if the paper or magazine recycles as well as the fact that our name is more established, hence that leads to credibility.

Now that takes the cake, it’s not how many media purchases you make in print that uses tons of ink, tons of trees, and never mind the costs in gas distributing it via heavy trucks and even smaller cars for local papers. The problem is how to hedge against it against InterActive Agencies and deemphasize the morality of resource hogging and adopt a green marketing plan??

Incredible.

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Written by TheFounder · Filed Under Advertising Agency News 


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