- The impact of our work
- Marketing standards
- Social investment
- Case studies
We believe that marketing and communications services can play an important role in progress towards a more sustainable society.
Our companies work with our clients on many aspects of sustainability, including:
Our network of agencies with specialist sustainability offerings includes:
WPP companies apply their sustainability expertise across all disciplines:
Our consumer insight companies help clients to understand changing attitudes to sustainability issues and the role of business and government in society, and to test the impact of different sustainability communications approaches.
Our advertising, digital and direct communications companies help clients communicate credibly with consumers and other customers on sustainability issues and promote the green or ethical credentials of their products and services.
Our companies help clients to engage their employees on social and environmental issues and integrate sustainability into their business.
Our PR and public affairs companies help clients to communicate with regulators, the media, NGOs and the public on sustainability issues.
Our companies help clients to develop their sustainability strategies and to embed social and environmental values into their brands and marketing.
Recognizing the need to confront the pressing challenges our world will face over the next decade, OgilvyEntertainment created The Horizons Project to reinforce DuPont as a cutting-edge scientific thought leader and global partner in addressing these challenges. The Horizons Project, which has won over 20 industry awards to date in competitions including the One Show, Telly’s, ECHOs, American Business Awards, and Brave Awards, consists of four key elements:
South African fast food chain Wimpy wanted to let visually impaired people know that they offer braille menus in all of their restaurants. With the help of skilled chefs, MetropolitanRepublic placed sesame seeds on 15 burger buns which in braille described the burger and informed individuals about the availability of the braille menus. The braille burgers were delivered to the three biggest blind institutions in South Africa and had an overwhelming emotional impact on the staff at these organisations. They couldn’t believe that in a world built for sighted people, a restaurant chain would go the extra mile just to make them feel welcome. The message was passed on to over 800,000 visually impaired South Africans and the campaign won several awards including a Gold Clio, Gold and Silver Cannes, One Show Gold and a Gold Loerie.
In Colombia 1.6 million children do not attend school regularly and are forced to work instead. Y&R Bogota worked with the Telefónica Foundation, a charity run by the global mobile network provider, to create a smartphone app which lets people report child labour. By uploading the child’s location and a photo to the Foundation’s website, members of the public help create a real-time data system exclusively accessible to social workers who examine every case and if necessary take action.
The app went viral just a few days after its launch and has helped to identify 1,276 children, 67 of whom are now off the streets, with their schooling sponsored by the Telefónica Foundation. The campaign won a Silver and a Bronze Cannes Lion.
In 2012, M&S launched Shwopping, encouraging customers to swap an old item of clothing every time they bought something new. The donated clothes were given to Oxfam to resell, reuse or recycle – reducing the amount of clothes going to landfill and raising money for a good cause all in one fell swoop. Landor helped M&S come up with the name Shwopping and Joanna Lumley, famous British actress and campaigner, was chosen as the campaign ambassador. RKCR/Y&R created the eye-catching slogan and marketing campaign which was rolled out across multiple channels to raise awareness.
To increase press and social media coverage, an entire street in London was covered with almost 10,000 garments representing the amount of clothing waste sent to landfill every five minutes. Each M&S store was given a unique text and QR code geo-mapping facility that recorded the number of shwops per outlet, fuelling competition between different localities. Social badges on Facebook allowed customers to share their shwops with friends and win exclusive prizes.
Since the launch of the campaign at the end of April 2012, 3.2 million items worth over £2 million to Oxfam have been shwopped.
Unilever’s Sustainable Living Plan aims to change the domestic routines of millions of people in water-scarce countries to help reduce water use significantly by 2020, by providing 60 million households with laundry products that deliver excellent cleaning but use less water.
As part of this plan Unilever launched Comfort One Rinse, a fabric conditioner which removes detergent foam in just one rinse, saving 20 litres of water every wash.
In 2013, Ogilvy & Mather Singapore created a campaign to promote the new product and its water-saving features. They developed two films which were released on UN World Water Day together with local activation events. In 2012, One Rinse products were used in 1.4 billion washes in 28.7 million households worldwide.