What is sustainable Advertising:
In 2014, 360 Agency Berlin thought that it was time for a structural change in the industry and that profit was not any longer the main KPI to measure success. Advertising cannot be impermeable to the latest gigantic consumer sustainable concerns and brand perceptions evolvements.
It is time for marketing to embrace to reflect changes.
What is sustainable Advertising:
Main principle:
To align the message with the essence of the brand by aligning the real attributes of the brand with the messaging.
This does not restrain creativity, quite the reverse. It opens new field and scope of possibilities.
From an Agency perspective:
There is a need for a greater transparency in the advertising industry in many different levels. This is why we created 360 Agency Berlin based on what we call sustainable advertising compiling with the 3 following main pillars:
First aligning the message with the essence of the brand by promoting exclusively sustainable brands
to avoid green washing.
We assess the level of sustainability based on the 3 following criterias:
We look at the brand certifications covering their respect of international labour rights and their environmental impact and respect of local environmental laws by looking into their certifications. And finally we look at their Corporate social responsibility parameters they have in place before to identify if they compile with all requisites and if we can work together.
Also on a daily basis:
Avoid at any price to use virgin plastics and co2 emissions whenever possible.
Of course avoid printing whenever possible, (Internal documents, minutes that can stay in a drive). Also avoid BTL print advertising, such as single flyers.
Use Ink and paper from recycling initiative, such as Air ink or recycled paper. Always propose eco-friendly solutions to clients
Enable the staff of the agency to work at least 2-3 days from home in order to save CO2 emissions. Refrain from traveling whenever possible, such as for briefing meetings that can be made via webinars, and preferably travel by train whenever possible.
Digital Privacy:
We would not be able to talk about sustainable advertising without talking about Digital online Privacy that we actively fight for and which is our second pillar. We believe that the regulation should come from the advertising industry itself therefore when we plan a digital campaign we strongly believe that we should avoid to be too intrusive avoid retargeting when possible and instead trying to reach new customers with alternative technics.
We strongly believe that it would benefit not only consumers but also the brands by restoring trust and respect between all entities.
Relevance instead of Frequency
We’ve often asked ourselves when companies and advertisers will avoid selecting frequency as a performance indicator.
It is not because you’ve see something often that you like it more.
Advertisers need to consider with greater caution the consumers as a clever entity that operates with one main actionable which is relevance. Not as a senseless machine that would be convinced to a specific purchase or action just by a high number of OTS (Opportunity to see).
Our cognitive system tend to close itself to repetition that finally pass unnoticed nor occulted. Frequency without relevance is the biggest possible wastage of inventory and ultimately budget. Cognitive effects of advertising repetition were examined by an Oxford Academic research that disclosed that attitudes and purchase intentions were not affected by message repetition, most importantly cognitive responses became more negative as exposure frequency increased. Source https://academic.oup.com/jcr/article-abstract/9/1/56/1839361?redirectedFrom=PDF.
Nowadays that it is discernible that we live in a defined environment and that less is more it seems essential for advertisers and brands to adapt their strategies to enter a new paradigm where relevance shall be the main key performance indicator and that frequency shall be considered only if fulfilling a purpose.
In this new context where purpose is taking a more preponderant place, memorability as well as likability shall be the main new set of objectives to any campaign.
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