The M&S chief executive Stuart Rose's announcement that it is adopting a carbon-neutral stance will presumably put greater pressure on its suppliers to adopt similarly environmental policies.
So RKCR/Y&R better watch out. After all, this is the agency that sent Campaign a copse-worth of 20 paper carrier bags, each containing a sandwich box filled with, er, air.
But let's not just point the finger at Rainey Kelly. After all, advertising is an industry fuelled by fleets of idling taxis, executives accruing enough air miles to collectively fly to the sun and back, helicopters home from The Ivy and reams of paper used to make those little envelopes at parties. OK, so perhaps Diary is exaggerating a little.
But then there are clients, such as the hypocritical government-backed organisation The Carbon Trust, whose creative, media and digital review required agencies to complete tomes of documentation at the expense of a small rainforest.