Tag: Agencies

Greenwashing era is over, say ad agencies, as regulators get tough | Marketing & PR

Across the advertising industry, agencies are wrestling with their role in greenwashing scandals and their support for clients driving the climate and nature crises.

Companies are to face stricter rules from regulators in London and Brussels over what they can tell consumers about their role in the climate crisis and the loss of nature. Terms such as “carbon neutral”, “nature positive” and those concerned with offsetting are to undergo greater scrutiny by organisations such as the Advertising Standards Authority in the UK. In order to take meaningful action, agencies must also reconsider their relationships with major polluters, industry insiders have said.

“The era of unspecific claims such as ‘environmentally friendly’ is over,” said Jonny White, senior business director at AMV BBDO, which works with companies including Diageo, Unilever and Bupa. “Misleading environmental claims are under the microscope from advertising regulators, consumer watchdogs and even governments. The risks of getting it wrong are huge, with brands being shamed publicly when they are guilty of misleading the public,” he said.

Creative members of advertising agencies are having to work closely with their legal teams when advising clients on their climate claims, insiders have said, with an increased risk of fines and advert bans in some countries.

In the UK, the Ad Net Zero programme was launched in 2020 in a bid to reduce the carbon impact of the advertising industry’s operations to net zero by 2030, but many agencies are developing in-house teams for sustainability-focused campaigns.

“In many client organisations, there is still a big gap between the marketing and sustainability teams. They have different, often competing objectives, and are accountable in very different ways,” said Ben Essen, global chief strategy officer at the global marketing agency Iris Worldwide, which works with firms such as Adidas, Starbucks and Samsung, and is also

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Digiday+ Investigation: Agencies’ purchasers closely favor programmatic more than immediate-bought for on line screen advertisements

Programmatic advertising is considerably from best. But that doesn’t cease company clients from investing there, specifically when they’re allocating marketing and advertising commit for online display screen adverts.

This is according to a Digiday+ Exploration study of above 100 agency experts.

Digiday’s survey uncovered that most agencies devote in on line exhibit advertisements on behalf of their shoppers. Eighty-seven percent of agency execs informed Digiday their customers shell out at minimum a tiny of their advertising budgets on on-line display advertisements — a quantity that has remained quite regular over the very last year.

The greatest share of company execs claimed their consumers commit a reasonable part of their budgets in on the internet display screen ads (30% reported this), adopted by 22% who said their clientele make investments a substantial portion of their budgets in on the web exhibit and 20% who claimed their customers set a small part of their budgets into on the web screen advertisements.

In other words, on the scale of investing in on-line display adverts as a advertising channel, most agencies’ consumers fall someplace in the center. And this development has been steady by the very last yr.

Digiday’s survey also observed that most businesses are confident that on-line show ads get the job done for their consumers. Virtually all agency pros are at the very least a tiny self-confident in on the net screen advertisements: 89% of respondents to Digiday’s study explained they have some stage of confidence the channel drives marketing success for their consumers.

The stage of self-assurance company execs have in on line screen adverts fluctuates, however.

The share of individuals who are slightly assured that on-line exhibit ads push internet marketing good results has risen steadily more than the last yr (from 15% a calendar year in the past,

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