Hasta La Creative!

Adam Werbach is the global CEO of Saatchi & Saatchi S. He formerly served as national president of the Sierra Club.

Here are some words he wrote for Ad Age:

Consumers are resisting the proliferation of “green” communications and products being pushed at them from all directions. The recent Cone/Boston College survey showed that more than half of American consumers are “overwhelmed” by the tsunami of environment-related messaging. Less than half trust companies to tell them the truth about sustainable practices and products. Even fewer consumers believe companies are accurately communicating their environmental impact.

We are witnessing green fatigue on a grand scale. This is a huge threat to everything the environmental movement has worked so hard for, that consumers have valued, and that manufacturers and marketers have struggled to deliver. It is also threatening the credibility — and sustainability — of the marketing industry itself. People with no technical expertise in the complex harmonies that sustainability demands, no capacity to help a company reinvent its products or processes, and no sense of urgency are promising quick fixes and cheap tricks.

Quick fixes and cheap tricks. Isn’t that the story of our industry’s life? Yes, I believe it is.

At any rate, Werbach proposes we move to blue. He says, “Green puts the planet at the center of the dialogue; blue puts people — consumers and shoppers — at the center.” Werbach’s blue has three pillars: Price, Purpose and Process.

Who knew? For those who don’t venture outside the five burroughs very often, it might come as a surprise that the entire state of New York isn’t covered with black top.

LONDON – Cadbury has created a television ad campaign to launch its Creme Egg Twisted, a twisted chocolate tube filled with Creme Egg goo.

COLUMBUS, Ohio (AdAge.com) — Ohio has dismantled a foundation that paid for a statewide anti-smoking campaign, prompting the advertising agency that handled the account to lay off 27 employees May 5. Northlich, Cincinnati, has handled the creative and media efforts for the Ohio Tobacco Prevention Foundation since 2002.

LONDON – Alcohol ads at sporting events should be banned, according to Labour MP Dr Howard Stoate, who claims they are encouraging teenage binge drinking.

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If she’s good enough for the Beaver, she’s good enough for us. In a pre-Mother’s Day poll by Harris Interactive, June Cleaver (of Leave It to Beaver fame) topped the voting when adults were asked to pick the sitcom mother they’d most like to have had as their own mom when growing up (or failing to grow up, as the case may be). Claire Huxtable, of The Cosby Show, was the runner-up. Filling out the top five: Carol Brady of The Brady Bunch, Marion Cunningham of Happy Days and Donna Stone of The Donna Reed Show. Mrs. Cleaver was the favorite of male respondents, while Mrs. Huxtable was tops with women. In a partisan split (you knew there had to be one), Democrats favored Mrs. Huxtable, Republicans Mrs. Brady and independents Mrs. Cleaver.

—Posted by Mark Dolliver

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