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Author Archives: Chris Sewell

About Chris Sewell

Christopher Sewell is a TrinityP3 Business Director specializing in helping companies understand the environmental impact of their marketing spend. He is also the CEO of The Gaia Partnership who is building an on-line application ‘CO2counter’ to measure carbon emissions in all forms of marketing communications. Read his full bio here

The impact of Autonomous Vehicles on marketers and the environment

I recently prepared a technology assessment on Autonomous Vehicles (AV) as part of my Master’s degree in environmental management. It occurred to me as I read yet another option piece on the future of AV that my report also formed the basis of my own opinion piece on this subject, especially where it relates to marketing and the environment – both key areas of interest for me personally and TrinityP3. Continue reading

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Sustainability and the hidden cost of your media inefficiency

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. Continue reading

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Transforming Advertising Production for the 21st Century

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. Continue reading

Posted in interesting observations, marketing process optimisation, marketing procurement, print production, return on investment, social media & digital marketing, strategic management, television & electronic production | Comments Off on Transforming Advertising Production for the 21st Century

The challenges of marketing in a carbon constrained future

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. Continue reading

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Television advertising cost considerations with celebrity talent – Case study

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. Continue reading

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The secret to transitioning from print to digital media

Share69 Tweet +111 Share9Shares 89This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Now … Continue reading

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Placing a financial value on a sustainable business

Share51 Tweet +12 ShareShares 53This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. We … Continue reading

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Has Australia moved from environmental trailblazer to carbon pariah?

Share44 Tweet +113 Share8Shares 65This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Six … Continue reading

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The dangers of piggybacking the Government’s environmental policy

Share23 Tweet +12 ShareShares 25This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Six … Continue reading

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Online shopping trends: The death of a merchant

Share33 Tweet +12 ShareShares 35This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing spend. Today … Continue reading

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Get more than just environmental lip service from tender responses

Share21 Tweet +13 ShareShares 24This post is by Chris Sewell, Business Director at TrinityP3. Chris has a wide ranging knowledge of all areas of the advertising and procurement world and specializes in helping companies understand the environmental impact of their marketing … Continue reading

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How Green is Aussie Media?

Share Tweet +1 ShareShares 0The environmental footprints of media companies have left deep indents on green audits carried out globally. Australia’s media claims to be doing the right thing, but are they? Sophia Russell from B&T checks out the landscape. … Continue reading

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Green-washing. How to tread carefully on a planet full of environmental land-mines

Share Tweet +1 ShareShares 0I wait with interest for the final release of the AANA’s environmental code of conduct. The aim is to produce an advertisers guide on how to sell a “Green’ product with a shrinking marketing spend, to … Continue reading

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Advertising’s role in mitigating climate change

Share Tweet +1 ShareShares 0 How many highly creative ads for planet saving ‘Green’ products do you see being pulled through the city on the back of a truck? Or giant billboards exhorting the benefits of saving electricity while being … Continue reading

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The dangers of being tainted by the ‘Carbon Neutral’ tag

Share Tweet +1 ShareShares 0Engaging a carbon auditor (definitely a species that is not on the endangered list) to take a look at your books and have a stroll around your company is a very fashionable exercise these days. The … Continue reading

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