ZOOM challenges brands that aren’t conscious

By publishing an illuminating little book called, “The Conscious Brand”, ZOOM Advertising has not only attempted to explain the agency’s own sustainable approach to business (and life in general) but hopefully to inspire their clients and associates to adopt a similar philosophy.

In the book we meet a brand with a fairly high regard of himself. This memorable little fellow – who now 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 quite happy to simply soak up the attention, until one day he is forced out of his comfort zone. He comes to realise 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 who not only speaks to new people in new ways, but also leaves a positive footprint on the world he operates in. This focus on both innovation and sustainability transform 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 looming 2010 World Cup –  “My Tree In Africa” looks to make a massive green impact, not to mention the feel-good factor for the tourists.

Internally, ZOOM Advertising has a “Green Team” who constantly monitor and challenge the agency’s environmental impact, seeking solutions for them and their clients. ZOOM is also tasked with marketing the upcoming Green Marketing Conference in 2009.