美國目前主要的"永續溝通代理商"概述

Verdantix公司由美國前Forrester Research資深主管David Metcalfe 和前L.E.K. Consulting 英國辦公室人員L.E.K. Consulting ,共同創辦. 公司於2008年成立, 以大型企業為服務對象.

Green Quadrant: Sustainability Communications Agencies (US)

這是九月一日一篇來自這家專業永續顧問公司Verdantix的報告摘要,介紹美國目前主要的"永續溝通代理商" ,例如: 出身廣告集團的OgilvyEarth, Saatchi&Saatchi S,出身品牌設計專業公司的Landor, Cohn&Wolfe 最多的是公關顧問集團幾乎全員到齊.

台灣的行銷廣告公關產業對"永續環保議題"反應遲鈍, 其來有自. 因為業主口號宣傳噱頭之外, 真正正視企業社會責任的企業, 少之又少.

Published: 01 September 2010

 

34 pages, 15 figures

Executive Summary

In the last 12 months Chief Marketing Officers, Brand Directors and Chief Sustainability Officers have taken on the mantle of corporate sustainability marketing, building on the successes of CSR directors and corporate citizenship leaders. This is new territory for marketing and sustainability leaders, so to whom can they turn for help and guidance? To help executives draw up a shortlist of potential partners Verdantix evaluated 18 PR and marketing agencies — such as Cone, Edelman, Fleishman-Hillard and OgilvyEarth — that offer sustainability communications services. While all the agencies assessed in the study understand the need to help their clients avoid ‘greenwash’ claims, only two agencies have market-leading approaches that provide their clients with breakthrough sustainability communications strategies. In this nascent market, even the leading agencies need to broaden their capabilities in order to deliver the right balance of transparency and corporate reputation enhancement that brand directors and Chief Sustainability Officers require.

TABLE OF CONTENTS

STATE OF THE MARKET FOR SUSTAINABILITY COMMUNICATIONSCSR Reporting And Green Marketing Yield To Sustainability Communications
COMMUNICATING SUSTAINABILITY ESCAPES THE GREEN GHETTOFirms Should Take Charge Of Sustainability Communications
Sustainability Means Business – Not Philanthropy
AGENCIES MUST BUILD EXPERTISE TO WIN SUSTAINABILITY BUSINESS
Sustainability Communications Programmes Start Small
Customers Give PR Firms Lukewarm Reviews And Flag Up Higher Awareness Of Specialists
Marketers Need Help Reconciling Transparency With Marketing Communications
GREEN QUADRANT® FOR US SUSTAINABILITY COMMUNICATIONS AGENCIES
The Green Quadrant Methodology
Evaluated Firms: Selection Criteria
Evaluation Criteria For Sustainability Communications Agencies
OgilvyEarth And Cone Lead In Sustainability Communications
Four Agencies Demonstrate Sustainability Communications Knowledge But Trail The Leaders
Eleven Agencies Need To Upgrade Their Sustainability Communications Strategy
FINDING THE RIGHT SUSTAINABILITY COMMUNICATIONS AGENCY
Sustainability Strategy Maturity Drives The Right Choice Of Agency
Agencies Need To Get Serious About Their Own Sustainability Challenges

TABLE OF FIGURES

Figure 1. CSR And Green Marketing Yield To Sustainability Communications
Figure 2. Sustainability Communications Rewrite The CSR Reporting Playbook
Figure 3. Customers And Employees Top CSR Audiences
Figure 4. Market Signals Spur Sustainability Communications
Figure 5. Firms Prioritize Environmental Actions Over Social And Philanthropic Deeds
Figure 6. CSR And Sustainability Reports Dominate Communication
Figure 7. Modest Budgets Support Sustainability Communications
Figure 8. PR Agencies Alone Fail To Meet Firms’ Needs
Figure 9. Four Agencies Clearly Lead The Industry In The Eyes Of Purchasers
Figure 10. Specialists Are Top Of Mind With Purchasers
Figure 11. Capabilities Criteria For Sustainability Communications Agencies
Figure 12. Momentum Criteria For Sustainability Communications Agencies
Figure 13. Green Quadrant® Sustainability Communications Agencies (US)
Figure 14. Capabilities Scores For 18 US Sustainability Communications Agencies
Figure 15. Momentum Scores For 18 US Sustainability Communications Agencies

Companies Mentioned

American Express, APCO Worldwide, Ben & Jerry’s, Brodeur, Burson-Marsteller, CERES, CH2M Hill, Citigroup, Climate Counts.org, Cohn & Wolfe, Cone, Context America, Context Marketing, Daimler-Chrysler, DDB, Domani, Edelman, Ernst & Young, Esty Environmental Partners, Facebook, Fleishman-Hillard, Futerra, GE, General Mills, GolinHarris, GreenOrder, Greenpeace, Green Seal, Harvard University , Hill & Knowlton, Home Depot, HP, Ketchum, Kimberly Clark, Landor, Levi Strauss, Maddock-Douglas, Motorola, MS&L Group, Native Energy, Natural Capitalism Solutions, Newsweek, O’Dwyer, OgilvyEarth, Ogilvy Mather, Omnicom Group, Outcast, Penn Schoen Berland, Porter Novelli, Publicis Group, Reuters, Ruder Finn, Saatchi & Saatchi S, Starbucks, SustainAbility, Sustainable Media, The Body Shop, Timberland, Twitter, Unilever, United Technology, University of Michigan US Forest Service, Wal-Mart, WWP, Young & Rubicam