Cohn & Wolfe Announces Global ‘Green Team’
25 May, 2007
-- New Practice Focuses on Sustainable Business, Alternative Energies and Environmental Strategies - as new research unveils ‘greenest’ brands in the UK
Cohn & Wolfe has unveiled its ‘Green Team’ a new global practice that will provide marketing services that enable companies to credibly and effectively communicate their environmental business strategies. The practice will formally unite existing expertise across multiple Cohn & Wolfe offices, including San Francisco, London, New York, Copenhagen, Stockholm, Frankfurt, Milan and Madrid.
By combining decades of global branding experience with a passion for contributing to a cleaner earth, Cohn & Wolfe is well-positioned to provide its clients with innovative ‘green’ marketing communication strategies and execution.
To launch its green offering, Cohn & Wolfe, with fellow WPP agencies Landor Associates and Penn, Schoen & Berland Associates, has unveiled new research which shows that 8 in 10 Britons consider ‘greenness’ an important factor in their choice of brands and products.
The 2007 ImagePower® Green Brands Survey also revealed which companies UK consumers believe to be the ‘greenest’. Top of the list is the Body Shop, followed by Smart, Waitrose, the Co-Op and Tesco. Six of the top fifteen are retailers.
Geoff Beattie, Managing Director of Cohn & Wolfe in the UK, who will lead the ‘Green Team’ in London, said:
“The fact that Toyota, BP, Shell, Virgin Atlantic, NPower and six major retailers made the top twenty of the UK’s ‘greenest’ brands shows that industries with large energy needs can enhance their reputation if they take steps to reduce their CO2 footprint. Alongside a serious commitment inside the organisation must be regular communication to key stakeholders – consumers, employees, regulators, NGOs – who have put the issue of Climate Change at the top of their own agendas.”
Cohn & Wolfe’s Green Team will target three key groups: energy companies who are developing lower carbon power and fuels; organisations who need a strong ‘Sustainable Business’ story; brands who aim to connect with consumers with ‘greener’ products.
The product offering integrates research, reputation analysis, issue management, traditional media channels, management training and social media campaigns. Cohn & Wolfe has already executed “green” communication strategies with companies such as Ford Motor Corp., Landor Associates, and several global energy companies.
Cohn & Wolfe is also taking sustainability seriously within the organisation by making a commitment to reduce energy demands and make better use of all natural resources. In the London office, a number of initiatives are underway, including recycling all paper, board, plastic, glass, mobile phones, furniture, computers and other IT equipment, using white laser paper made from 50% recycled product, and making all ceiling bulbs energy efficient Cohn & Wolfe London has an account with Radio Taxis, a Carbon Neutral company.
Extracts from the 2007 ImagePower® Green Brands Survey
More than 70% of Britons rate society’s performance in addressing the issues as ‘neutral or below par,’ despite all of us being united in our recognition of the
significance of climate change and global warming.
Eight in 10 Britons say they consider greenness an important factor in their choice of brands and products – including those more detached and ‘Green Tinted’ in their attitudes.
UK ‘green openness’ is demonstrated in our choice of home appliances (60% will spend more on a product that will save energy) and in grocery shopping (70% regularly buy recycled paper products and animal-friendly body care products).
Top 20 UK Green Brands:
1. The Body Shop
4. The Co-operative Bank
6. Marks & Spencer
13. Virgin Atlantic
About Cohn & Wolfe – www.uk.cohnwolfe.com
Cohn & Wolfe is a strategic marketing public relations agency dedicated to creating, building and protecting the world's most prolific brands. With offices in the U.S. and Europe, the agency creates and implements powerful communications programs that help clients build their brands.
About Landor Associates – www.landor.com
Landor Associates is one of the world’s leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive and dynamic than their competitors.
About Penn, Schoen & Berland Associates – www.psbresearch.com
Penn, Schoen & Berland Associates (PSB) is a research based strategic consultancy that helps corporate and political leaders develop winning communications campaigns. PSB has a track record of success over 30 years, using a unique approach to strategic messaging and research that helps clients understand and better connect with their customers.