Tuesday 04 March 2008

'Back to basics' green marketers urged

Advertisers need to start approaching green marketing from the perspective of the consumer, according to the chief of a marketing communications group.

Russ Lidstone, chief strategy officer of Euro RSCG London, told attendees of the annual conference for the Incorporated Society of British Advertisers (ISBA) that marketers needed to reassess how they were delivering their brands environmental messages.

He added that marketers needed to "help consumers understand the issues, with plain language", reports mad.co.uk.

"We need to go back to some of the basics of marketing communications if we are to convince consumers of the need to buy or use greener products, or change behaviours.

"We're asking people to fight a war without them having a clear understanding of how to do it."

British Gas Business has recently announced that it has given its new green marketing campaign, which intends to help customers and prospects become more energy efficient, to below-the-line specialist OgilvyOne.

The company was also given British Gas Energy’s £50 million direct marketing business last April.

Category: Marketing campaigns

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