Recently we were privileged to have a research project accepted and undertaken by the University of Sydney under their Post Graduate Masters of Sustainability Program. TrinityP3 has been advocating a pivot to a more sustainable approach to marketing and also supplying carbon emission measurement using the CO2counter for over 8 years using our own developed and verified methodology. We felt it would be good to get some up-to-date research from a highly recognized source.
For many years, CPM (‘Cost Per Mille’, otherwise known as cost per thousand as a dollar value) has been a staple metric used to calculate media efficiency and develop media plans. That’s all well and good. But as we move into a carbon constrained future, there’s a growing argument which holds that the carbon cost of communication will become a much more important consideration in media planning and buying. At first glance this hidden cost might not seem significant. But as the media market fragments, the carbon footprint of buying media inexorably grows.
Good afternoon everyone. I’m going to have a chat to you about transforming production for the 21st century. So I’ll give you a little bit of background about myself. I’ve been doing production related things for many, many years, going way back to the 70s unfortunately. So I’ve seen a lot of transformation throughout that time, that was the pre digital age and I’ve done that in Europe, all through Asia and in Australia all down the eastern seaboard. So this is a subject I’ve worked with for a long time, most of my career, and it’s transformed many times but hopefully today I can give you some pointers that will help you transform as well.
As the world leaders and their negotiators assemble in Paris to finalise an agreement to work together to keep carbon emissions below 2oC, the question should be asked ‘what does this mean for marketers’? Whether you believe the scientists that anthropologic climate change is a major problem or you hold an opposing ideological view, there is a global consensus afoot that will influence the way we live our lives and the manner that business is conducted in the future.
The advertiser, a global food and beverage company, had briefed their agency for a television production with a defined budget. The agency had come back with a production estimate that was over budget and were unwilling to negotiate the cost due to concerns that the concept involved a well-known celebrity endorsing the product and therefore no risk should be taken in the production.