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Panel Discussion on Advertising, Publishing and Supply Chain Sustainability
On June 14, the Institute for Sustainable Communication (ISC) hosted a panel discussion and press event for the newly-formed industry collaborative, the Sustainable Advertising Partnership. The event was held in the New York Offices of Citi Smith Barney and drew a standing-room only crowd of industry visionaries, including corporate marketing and adverting executives, publishers, designers, printers, paper and equipment suppliers, and leading non-profit organizations.
The objective of the panel was to highlight key trends and best practices and raise awareness about the opportunity for advertisers, publishers and members of their supply chains to work together through the Sustainable Advertising Partnership to address the challenges of climate change and sustainability.
Don Carli, Senior Research Fellow at ISC, set the stage for the discussion, stating that publishers are increasingly being called upon to identify, quantify, offset and ultimately reduce the climate change im¬pacts associated with their advertising-related supply chain practices. "It is a good first step for advertisers and publishers to address the carbon emissions associated with their buildings and the direct energy purchases but it is only a first step. While we know that print media advertising represents $65 billion in economic activity, and we know that it that drives hundreds billions dollars in supply chain activities and creates millions of jobs, we do not know what the carbon footprint of these activities is today. Given the growing demand for carbon disclosure is matter of enlightened self interest for the advertising and publishing industries to work together to identify, quantify, offset and ultimately reduce its supply chain carbon footprint.
Panelist Andrew Winston, co-author of "Green to Gold," stated that he sees the challenge of sustainability as an opportunity, because publishers, printers and suppliers striving for sustainability will not only use less materials and reduce risk to the corporation, but also drive new business and, most importantly, build intangible assets and brand value, which in turn can boost customer and employee loyalty.
The panel was moderated by Laurance Allen, editor and publisher of ValueNewsNetwork.com. Prior to founding Value News Network, Laurance launched the Financial Times in North America, was publisher of the Harvard Business Review as well as founding publisher and co-creator of Strategy + Business magazine.
The panel engaged representatives from advertising, publishing, and printing industries as well as leading nonprofit organizations in a discussion about the practical steps advertisers and the print media industry can take to address the challenges of climate change and supply chain sustainability.
The panelists were:
- The Carbon Disclosure Project, Zoe Riddell, Vice President
- "Green to Gold", Andrew Winston, Co-Author
- Institute for Sustainable Communication, Don Carli, Senior Research
- Fellow
- John Hardy, John Hardy, Founder
- Ogilvy, Freya Williams, Senior Partner, Planning Director
- Time Inc, David Refkin, Director of Sustainable Development
The panel discussion was followed by a cocktail recerption where the attendees engaged in lively discussion with the panelists and fellow attendees.
The Sustainable Advertising Partnership provides a collaborative environment where all print advertising supply chain participants work proactively to foster the widespread adoption of sustainable business practices for the advertising /publishing lifecycle. For its part, the ISC will continue to host forums such as this one, and will provide Sustainable Advertising Partnership members with expert advisory services, timely research, benchmark data, tools and training resources.
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Andrew Winston
Co-Author
Green to Gold |
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Andrew Winston is founder of Winston Eco-Strategies and works with leading companies
to use environmental thinking to drive growth. He has consulted with start-ups and
Fortune 500 companies such as Bank of America, Reuters, Coca-Cola, and IKEA. He is
co-author of the bestseller Green to Gold, which highlights what works - and what doesn't
- when companies go "green." Andrew bases his work on significant on-the-ground, incompany
business experience, including executive positions and P&L responsibility at
global companies, start-ups, and dot-coms. Andrew sits on the Antron Sustainability Advisory
Council for the $6 billion industrial manufacturer Invista. He also served as the Director
of the Corporate Environmental Strategy Project at Yale's renowned School of Forestry
and Environmental Studies and is a Fellow of the Center for Environment and Business at
Yale. Andrew received his BA in Economics from Princeton, an MBA from Columbia, and
a Masters of Environmental Management from Yale. Andrew lives in Riverside, CT with his
wife and two sons. |
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Zoe Riddell
Vice President
Carbon Disclosure Project |
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Zoe Riddell is vice president at the Carbon Disclosure Project's New York Office, where she
oversees the operation of the project in the USA. Previously based in London, Zoe joined
CDP full time in June 2004. Prior to joining CDP, Zoe was Business Coordinator for the
Japanese corporation Daimaru Incorporated, where she researched UK economic and
retail trends for their Corporate Office. Previously, Zoe participated in a one-year contract
with a Japanese Government teaching program in Hiroshima after four years as Sales
Manager at Money Marketing Magazine and at Rhinegold Publishing in London. Zoe
graduated with a BSc (Hons) from City University London in 1996. |
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Don Carli
Senior Research Fellow
Institute for Sustainable Communication |
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Don Carli is Senior Research Fellow with the non-profit Institute for Sustainable Communication and an Alfred P. Sloan Foundation Industry Studies Research Affiliate scholar, as
well as professor in the Advertising, Design & Graphic Arts Department at the City University
of New York City College of Technology. He is also CEO and Principal of Nima Hunter
Inc., a consultancy founded in 1986 that offers strategic planning, market research, technology
assessment and marketing advisory services to clients on a worldwide basis. Mr.
Carli has provided strategic advisory services to senior executives at numerous Fortune
500 companies and at a wide array of advertisers, publishers and graphic arts supply
chain companies. He is a sought after keynote speaker and has been quoted in The New
York Times, Fortune Magazine, Ethical Corporation Magazine and Corporate Responsibility
Officer magazine among others. |
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John Hardy
Founder
John Hardy |
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John Hardy is founder of the eponymous Bali-based jewelry brand internationally respected
for its platform of 'sustainable luxury.'Last year, John Hardy became the very first
company to offset the carbon emissions of its advertising. It embarked on a pilot project
to plant bamboo on Nusa Penida, a small island off the coast of Bali where its workshop
is located. Like many of the 2,000 Indonesian islands at risk due to global warming, Nusa
Penida was once verdant and teeming with wildlife. John hopes to reforest Nusa Penida,
and with the help of others, reforest the world, one island at a time. Planting bamboo
on Nusa Penida will do more than just sequester carbon dioxide: Local families will be
provided with bamboo seedlings and training in sustainable cultivation of bamboo that
will in the future yield positive ecological and local economic returns. It will also help conserve
precious soil, water and wildlife, and offer a habitat for the highly endangered Bali
starling songbird. It is a holistic approach very reflective of the way that John does business:
making jewelry while being enormously respectful to the land, the environment, the
people and the culture of Bali. |
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David Refkin
Director, Sustainable Development
Time Inc. |
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David J. Refkin is director of sustainable development at Time Inc., overseeing the company's
environmental and sustainable development activities. In particular, he focuses
on forestry, including Time Inc.'s Certified Sustainable Forestry Program, recycling, global
climate change and on promoting the economic, environmental and social responsibility
components of sustainable development throughout the company. He also represents
Time Warner as its liaison delegate on the World Business Council for Sustainable Development
and is currently Time Inc.'s representative on the Paper Working Group, a group
of 20 companies promoting the availability of environmentally preferable paper. Refkin
serves on the board of trustees of the H. John Heinz III Center for Science, Economics and
the Environment and is also a member of the board of directors of the National Recycling
Coalition. Refkin is a CPA, has a B.S. in accounting from the State University of New York
at Albany, an MBA in finance from Iona College, and attended the Strategic Environmental
Management Program at New York University. |
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Freya Williams
Strategic Planning Director
Ogilvy |
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Since moving to New York from her native London in 2000, Freya has worked to develop
communications strategy for a range of Ogilvy's blue chip clients including Dove, American
Express, Goldman Sachs, Hershey Foods Corp and Kodak. She was a core part of
the team which managed Kodak's transformation to a digital brand and authored several
award-winning papers on the effectiveness of the brand transformation campaign. She
also explored the world of CSR in order to advise The Nation Campaign to Prevent Teen
Pregnancy on their corporate solicitation strategy. Freya is a keen environmentalist and
is currently working to bring this passion to bear in her professional endeavors. Prior to
entering the advertising world, she spent brief spells as a management consultant and as
a freelance reporter for a newspaper in Cambodia. In her spare time, Freya is a regular
freelance contributor to publications including Glamour and Cosmopolitan. |
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Laurance Allen (Moderator)
Editor and Publisher
ValueNewsNetwork.com |
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Laurance's experience spans 35 years in international media with management assignments
in the US, Europe, Africa and Asia. His pioneering work includes launching the
Financial Times in North America via satellite from Europe and conducting the feasibility
studies to do the same in Japan and South East Asia.
As publisher of the Harvard Business Review Laurance assembled a new management
team that helped revive the fortunes of the world's leading management journal and he
also served on the strategy committee of Harvard Business School Publishing Corporation
advising on traditional and new media.
Some of the f irms Laurance has advised on publishing strategy and practical implementation
include; Booz-Allen Hamilton, DiamondCluster International, Ernst & Young , Heidrick
& Struggles, Knowledge Universe, Marakon Associates, MIT Sloan Management Review
and WebCT. |
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