Saatchi & Saatchi S
Joined the executive board of Saatchi & Saatchi S (the sustainability division) after Act Now Productions was acquired. Launched major campaigns for brands like Procter & Gamble, Vestas, and Toyota Prius, and was inducted into the American Advertising Federation's Hall of Achievement.
When Publicis Groupe acquired Act Now Productions in 2007, they were also building Saatchi & Saatchi S, a division focused on sustainability marketing. They wanted someone who had spent time on both the environmental and corporate sides of the equation.
It was an odd move on paper: an environmental activist joining the executive board of one of the world's biggest advertising firms. But there was a real gap there. Companies knew consumers cared about sustainability, yet most of the messaging was either sanctimonious or empty.
The campaigns we built tried to avoid both traps. For Procter & Gamble, the message was not 'feel virtuous buying this,' but 'this is a better-performing product because the sourcing is smarter.' For Vestas, wind turbines were positioned as infrastructure, not charity. For Toyota Prius, the challenge was to broaden the car's appeal beyond people who already saw it as a badge of environmental identity.