In the document "Opportunity Space:. How communications agencies can turn
corporate social responsibility, industry's newest challenge, into business",
the advertising sector raises the issues of corporate social responsibility
and sustainability in relation with corporate communication strategies.
This awareness guide prepared by SustainAbility for the European Association
of Communications Agencies (EACA), in co-operation with UNEP, was initiated
one year ago under the umbrella of the UNEP Advertising and Communication Forum
and represents a second step after the UNEP/McCann-Erickson joint publication
"Can Sustainability Sell?", which was targeted to companies. This
document is also a follow-up of the advertising report prepared for the World
Summit on Sustainable Development (WSSD) and a way for EACA to "fulfill
a promise made in the Sector Report to WSSD to inform and mobilise our industry
and ensure it plays its part in sustainable development."
This publication shows that "the new emphasis being put on business agendas
like CSR, global citizenship and sustainable development has huge implications
for the commercial communications sector. Business will have to respond, and
communications agencies can be there to help."
Ten steps of success inspired by the rules developed by the consultancy firm
Futerra are highlighted to promote efficient communication on sustainable development.
A Green office guide for communications agencies completes the document as a
detachable annex and provides some guidelines related to supply chain management,
housekeeping and reporting .
This publication will be widely distributed to member associations of EACA
(i.e. national associations of advertising/communications agencies) as well
as sister associations around the world, advertising agencies and consultancy
firms specialised in communication issues.