- Focuses on how advertising can become more sustainable in practice
- Provides professionals with a clear 5-point action plan for taking positive action in their daily working lives
- Highlights best practice case studies from businesses large and small on lessening impact whilst improving productivity and saving money
- Covers every aspect of the advertising industry from how ads are made and distributed, to events, awards and how to measure the industry's impact
- Features practical tools and tips as well as interviews with industry leaders who have successfully embraced sustainability
Sustainable Advertising
How Advertising Can Support a Better Future
Lead the way and make every aspect of your advertising sustainable with this practical guide filled with insights, tools and expert guidance.
Key features at a glance
Temporarily Unavailable
EAN: 9781398613836
Edition: 1
Published:
Format: 234x156
296 pages
About the book
Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'. This is the book every advertising and marketing professional needs to make every ad a sustainable ad.
Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis.
This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.
About the authors
Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony.
Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and Chair of Ad Net Zero. He worked at Unilever for 30+ years applying the principles of business as a force for good, lastly as CEO of the UK and Ireland business.
Our industry has long prided itself on driving instrumental change and there has never been a moment in our history where this has been more relevant or needed. Sustainability is complex and nuanced, which is why Sustainable Advertising is such an essential text for the Advertising industry today. If you have ever asked yourself where to begin in the quest to create a more sustainable tomorrow, this book is without a doubt where you should start.
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