Ad biggies predict green issues will influence brand choices in 2007

The heads of AMV BBDO, JWT, Ogilvy, RKCR/Y&R and Saatchi & Saatchi have told the Financial Times that a wave of green marketing campaigns will be launched in 2007, as businesses compete on their environmental claims - some even arguing that it could become a matter of their very survival.

Farah Ramzan Golant, chief executive of AMV, said: “We’re at a tipping point. I really believe we are going to see more of this.”

Lee Daley, chairman and chief executive of Saatchi & Saatchi UK, said: “Brands will not be able to opt out of this. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive.”

James Murphy, chief executive of RKCR/Y&R, “I think in time a strong environmental brand will become a hygiene factor of doing business. It will also allow you to increase customer loyalty and charge a premium.”

More and more are arguing that this issue will have a growing influence on the brand preferences of consumers.

But they sound a cautionary note. They warn companies against “rushing in” and exaggerating their environmental commitments, if they cannot substantiate them.

That’s why giving away reusable fabric bags is such a great idea. The medium itself substantiates your claim.

Reusable fabric bags, particularly cotton or jute shopping bags, constitute one of the most cost effective advertising and promotional media in the world today.

At http://www.badlani.com, look at our bags and their prices. You’ll be pleased to discover how elegantly and affordably they can assist your green marketing campaign.

See the original article in the Financial Times, London:

http://www.ft.com/cms/s/ec520b18-ba3d-11db-89c8-0000779e2340.html