Between the Lines: Why it's good to be green

Can there be any doubt that all things green represent a major new-business opportunity for ad agencies?

As unphilanthropic as it sounds, consumers' growing awareness of environmental issues and the business imperatives this is beginning to place on client companies opens up some exciting new commercial avenues for agencies.

Not only will clients be increasingly keen to publicise their environmental credentials, as competition to out-green rival advertisers hots up they can't afford not to. And it's clear clients will be looking for business partners to help them navigate through the commercial issues. Therein lies the main chance for adland.

And what better way for an agency to demonstrate its understanding of green issues and its keenness to embrace change than to get involved with a major global environmental initiative. So full marks to Young & Rubicam for supporting the Campaign for Climate in Crisis (page 5) and devising the SOS positioning.

The challenge for all agencies, though, will be to match their enthusiasm for exploiting green business opportunities with getting their own environmentally friendly businesses process in order.

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