03 Oct 08 Zoom challenges brands that aren't conscious Zoom challenges brands that aren't conscious By publishing an illuminating little book called, 'The Conscious Brand', Zoom Advertising explains the agency's sustainable approach to business (and life in general) and also aims to inspire its clients and associates to adopt a similar philosophy. In the book, we meet a brand with high self-esteem. This memorable little character - who goes by the name of CB - loves being recognised, and his daily routine revolves around this. With scant regard for the world around him he is happy to soak up the attention, until one day he is forced out of his comfort zone. He then realises a number of things about himself of which he is not proud and immediately sets about changing his ways. He decides to become a conscious brand. The result is a brand that not only speaks to new people in new ways, but also leaves a positive footprint on the world in which he operates. This focus on both innovation and sustainability transforms him from being simply a noticed brand to being a loved brand. Zoom's MD, Steve Massey explains: "Our approach - and our media neutrality - means we think beyond winning TV advertising awards because it's not about that anymore. By producing a book like this, we've taken an unconventional approach to communicate our thinking. It's unthreatening and appealing but it still has a gentle way of hitting you between the eyes." The Conscious Brand also explains Zoom's focus on sustainability in simple, unchallenging terms. "As an agency, we practise what we preach", adds Massey. "We were the first agency to become carbon neutral in South Africa. Now we are working with our clients to help them think more consciously." In addition to its carbon-neutrality, Zoom Advertising has launched an initiative called 'My Tree In Africa', which offers visitors to South Africa the opportunity to partly offset the carbon footprint of their travel by planting an indigenous tree in a disadvantaged community. Through a network of high-profile partners in the travel and tourism industry - and with the 2010 World Cup looming - 'My Tree in Africa' is set to make a massive green impact and promote a feel-good factor for the tourists. Internally, Zoom Advertising has a 'Green Team' that monitors and challenges the agency's environmental impacts, seeking solutions for them and their clients. Zoom is also tasked with marketing the Green Marketing Conference in 2009. Notes: * While Zoom's approach might not focus on awards, the agency does win them regularly, including what it considers more important than anything: supplier awards from its clients. * The Conscious Brand is available direct from Zoom. Call 021 467 1400. Back to News index >>