Insights


Eco:metrics, The Guardian launches a world-first using Noughtilus to measure the CO2 impact of media schedules

Monday, 08 June 2009

Noughtilus was developed during 2008 to enable marketers to measure the environmental impact of marketing campaigns. The solution is configurable to enable different clients to define supply chain resources (in terms of their impact and impact variables/ drivers).

Noughtilus has been launched with The Guardian under the banner of eco:metrics; we configured a version of the solution to reflect The Guardians campaigns and resources.

Eco:metrics overview (from The Guardian.com)

Measuring the CO2 impact of media schedules

We recently launched eco:metrics, a world-first web-based tool that enables us to measure the CO2 impact of our own media schedules. We are offering this tool to clients and agencies. It includes data on supplements, microsites, audio, video, mobile, events and promotional ads.

Adam Freeman (Commercial Director) says: "We will use this knowledge to have an open and collaborative dialogue with our advertisers, which explores more sustainable ways to do business. In short, we want to combine creativity and innovation with sustainable thinking and best practice. Our aim is also to introduce tools and metrics to which the whole media industry can contribute. We hope that this will add to the debate around sustainable and effective marketing communications."

You can view the eco:metrics article at http://www.adinfo-guardian.co.uk/display/green-ethical/ecometrics.shtml.

MediaWeek Uses Noughtilus To Calculate The carbon Impact Of Typical marketing campains

Wednesday, 13 August 2008

In their recent special 'Green Supplement', Media Week highlighted how the media sector has arguably been "slower than other industries to adopt environmentally friendly policies into everyday practice", also noting how it has never been under more pressure to do so:

"Reducing carbon footprints is simple housekeeping for businesses in areas such as retail and finance. These firms are turning attention to their supply chain. If an agency hasn’t been asked about this already, it certainly will be this year."

Solitaire Townsend, CEO of sustainable communications agency Futerra

In light of this, journalist Patrick Dye used Noughtilus to illustrate the carbon footprint of a typical TV ad Vs a Standard Press Campaign. The analysis highlighted some of the most carbon intensive activities involved in each campaign, which ranged the sheer volume of paper consumed to a series of long haul flights for filming overseas.

The report voices growing concern amongst brands, media owners, agencies and clients about the environmental impact of marketing activities, and further emphasises the need to measure and manage the environmental impact of marketing campaigns.

Good news for Noughtilus, which is uniquely positioned to help them do just that.

The MediaWeek Green Supplement is available online at the following address, http://green.mediaweek.co.uk/index.aspx

Or to find out more about Noughtilus, please visit www.noughtilus.com, or email info@noughtilus.com.

be the brand experience attend Westminster Carbon Counting Conference

Thursday, 24 January 2008

Adam Hainsworth (CEO of be the brand experience) attended the Westminster Carbon Counting Conference on the 24th of January 2008 on behalf of Noughtilus; a radical new online tool that enables marketing professionals to measure and manage their environmental impact.

With support from the All Party Parliamentary Climate Change Group (APPCCG), the Open University and the Royal Institution of Chartered Surveyors, the conference launched the first of a yearly Carbon Counting initiative, bringing together leading figures in the field of carbon accounting to collectively review, develop and update the main carbon counting methods using case studies and rationales.

Held in the prestigious venue of the Institution of Civil Engineers, the initiative essentially provided a forum for businesses, politicians, local authorities, consultants, professionals and academics with a stake in carbon counting, auditing and targeting to get together and ensure their methodologies are mutually compatible, effective, replicable and relevant to the wider social challenge of reducing carbon emissions nationally and globally.

The event was followed by a reception at the House of Commons.

be the brand experience to present at the DMA Ethical Marketing seminar

Tuesday, 27 March 2007

Adam Hainsworth, CEO of be the brand experience, is to hold a session on green marketing at the DMA's Ethical Marketing: The Business Opportunity seminar.

Key Content at the seminar:

- What the latest research shows about consumers' buying habits and changing trends and how they are affected by ethical marketing around a product.
- How to be more ethically sound in communications in order to appeal to more environmentally friendly consumers.
- How to get your initiatives heard by the relevant parties.
- Plus a series of case studies from leading brands.

Please visit Ethical Marketing: The Business Opportunity website (http://www.dma.org.uk/content/Evt-Article.asp?id=3990) for more information.