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2 Introduction from Our Introduction From our CEO elcome to our eighth annual any people will view Corporate Responsibility 2009 as a set-back for M global efforts to tackle (CR) Report. Here we sum climate change. As the Copenhagen W summit ended without agreement, up our approach to social, ethical leading climate scientists became and environmental issues and report embroiled in controversy and hope of organised action to progress made across the Group protect us from the threat of during 2009. climate change receded. Yet I remain optimistic that We start with a look at three themes these events do not mark an end relevant to CR and our business to progress but rather a shift in leadership from government towards strategy: corporate responsibility business. While the politicians are in faster-growing markets; the impact deadlocked, leading companies have begun to reshape themselves, of marketing on efforts to tackle climate the early movers in an industrial change; and privacy and the growth revolution that will be every bit as important as the one that began in of digital marketing. Throughout the England in the 19th century. Take report we include thoughts and a look at IBM’s ‘Smarter Planet’ website, created with the help of insights on corporate responsibility Ogilvy & Mather. It is clear that IBM, under its chairman and CEO from our companies. Sam Palmisano, is fundamentally We don’t think reporting should be rethinking its business – what it does and how it does it. At the a one-sided conversation. We welcome centre of the new strategy is an your feedback – whether positive awareness that societies across the globe need to use resources more or negative. efficiently to achieve sustainable You can contact us at: [email protected]. levels of consumption of the earth’s resources and that IBM will help to facilitate this transition. IBM is not alone. Procter & Gamble is planning for a future in which consumer products have greatly reduced environmental impact. Each of the company’s range of Sustainable Innovation Products has an environmental footprint at least 10% lower than the previous or alternative products. P&G has a goal to sell $50-billion worth of these products 2 WPP CORPORATE RESPONSIBILITY REPORT 2009/2010 Introduction by 2012. WPP is proud to assist China, and India are even more At the same time, we’re in the research and marketing of inclined to seek out green products getting our own house in order, these products through our multi- and to favour green companies, transforming WPP into a low- disciplinary ‘S-Team’ led by Hill than their counterparts in France, carbon communications services & Knowlton. Germany, the US and the UK. group. We agreed a new climate Unilever is also integrating The results are encouraging from strategy this year with a target to environmental goals across its a political perspective, since reduce our emissions by 40% by brands. Its ambitious targets much of the global climate change 2020. As this report shows, we include a commitment to source discussion is focused on what these have already cut our emissions 100% of its palm oil from new economic powerhouses are by 10% since 2006 and I expect sustainable sources and to buy all willing to do to control their our investment in energy-efficient the tea for its Lipton and PG Tips emissions. It also offers hope that offices, smart metering, brands from Rainforest Alliance the economic growth in BRIC videoconferencing and sustainable Certified™ farms by 2015. countries could potentially be IT projects to continue to cut In UK retail, M&S’s Plan A achieved by a much more sustainable our footprint. has been so successful that the kind of consumption. In all regions, Our corporate responsibility company has extended it to 180 awareness of climate change is strong policy embraces a wide range commitments which M&S intends and concerned citizens are looking of subjects, not least how our to achieve by 2015. RKCR/Y&R to business as the only sector companies behave as employers and has worked on the marketing and willing and able to take the lead. the contribution we make to society communications of Plan A since This presents huge opportunities through pro bono work. We are the launch in 2007. for brands to distinguish themselves a truly global business and our These are just some of the and risks to those that do not clients are best served by a diverse most prominent examples from take heed of weaknesses in their workforce that understands the rich the Group’s client list but the shift products or supply chains. In variety of cultures in the countries in the way leading business people the years ahead I expect to see in which we have a presence. There view their relationship with the intensifying competition for green are 43 nationalities represented environment and society is already credentials and increased efforts among WPP Leaders and Partners, well-established and gathering by brand owners to understand who form the senior echelon of momentum. Leadership on climate and reduce the life-cycle impacts our business. These leaders support change may never come from of their products. Investment in a diverse and inclusive workplace politicians, but it is already evident eco-innovation and marketing and reflect this in recruitment and in the business community. Of will continue to grow. employment practices. course there are many challenges Some of our companies are I welcome your thoughts and we have yet to face, but essentially already at the forefront of these comments on this report and look I believe that the consumer needs trends, helping their clients to forward to updating you on further to be enticed by sustainability, understand the green agenda and progress in 2010. not just pushed by regulations. communicate their efforts. I am Another interesting dimension is keen to see a greater focus on the mindset of consumers globally. sustainability in WPP businesses The desire for more sustainable and a deepening of our lifestyles is not confined to Europe understanding of the issues and how and North America. The latest to present them in marketing Green Brands survey developed without tokenism or ‘greenwash’. Sir Martin Sorrell jointly by three WPP companies We have profiled some of our recent Group chief executive shows that consumers in Brazil, work throughout this report. [email protected] WPP CORPORATE RESPONSIBILITY REPORT 2009/2010 3 Who we are 4 WPP CORPORATE RESPONSIBILITY REPORT 2009/2010 WPP CORPORATE RESPONSIBILITY REPORT 2009/2010 5 Introduction Our companies & associates Advertising Media Investment Other marketing consultancies Branding & Identity Management Everystone www.everystonegroup.com ADK1 Addison Corporate Marketing● www.adk.jp ohal www.addison.co.uk GroupM: www.ohal-group.com Bates 141 www.groupm.com BDGMcColl www.bates141.com Maxus www.bdg-mccoll.com BrandBuzz■ www.maxusglobal.com BDGworkfutures www.brandbuzz.com MediaCom Public Relations & www.bdgworkfutures.com 1 CHI & Partners www.mediacom.com Public Affairs Coley Porter Bell www.chiandpartners.com MEC www.cpb.co.uk Dentsu Y&R1,2,■ Dovetail www.mecglobal.com Blanc & Otus www.dyr.co.jp www.dovetailfurniture.com Mindshare www.blancandotus.com Grey FITCH● www.mindshareworld.com Buchanan Communications www.grey.com www.fitchww.com Outrider/Quisma www.buchanan.uk.com HS Ad1 Lambie-Nairn● www.outrider.com Burson-Marsteller■ www.hs-ad.co.kr www.lambie-nairn.com www.quisma.com www.bm.com JWT Landor Associates ■,● Catalyst Chime Communications PLC1 www.jwt.com www.landor.com www.catalystsearchmarketing. www.chime.plc.uk Johannes Leonardo1 com PeclersParis● Clarion Communications www.johannesleonardo.com www.peclersparis.com Other media agencies www.clarioncomms.co.uk Marsteller Advertising■ Kinetic Worldwide2 The Brand Union● Cohn & Wolfe■ www.marsteller.com www.thebrandunion.com www.kineticww.com www.cohnwolfe.com Ogilvy & Mather 1 The Partners● KR Media Dewey Square Group www.ogilvy.com www.thepartners.co.uk www.krmedia-france.com www.deweysquare.com Santo VBAT● Finsbury www.santo.net www.vbat.com www.finsbury.com Scangroup1 Hill & Knowlton www.scangroup.biz Consumer Insight www.hillandknowlton.com Soho Square Ogilvy Government Relations Healthcare www.sohosq.com Kantar: www.kantar.com www.ogilvygr.com Tapsa Communications Ogilvy Public Relations www.tapsa.es Added Value www.added-value.com Worldwide Team Detroit CommonHealth Center Partners www.ogilvypr.com www.commonhealth.com www.teamdetroit.com 1 www.centerpartners.com The PBN Company Feinstein Kean Healthcare The Jupiter Drawing Room www.pbnco.com & Partners1 IMRB International www.fkhealth.com Penn Schoen Berland■ www.jupiter.co.za www.imrbint.com GCI Health www.psbresearch.com United Network Kantar Health www.gcihealth.com Prime Policy Group www.theunitednetwork.net www.kantarhealth.com ghg www.prime-policy.com Y&R ■ Kantar Japan www.ghgroup.com Public Strategies www.yandr.com www.jp.kantargroup.com Ogilvy Healthworld Kantar Media www.pstrategies.com www.ogilvyhealthworld.com Quinn Gillespie www.kantarmedia.com Sudler & Hennessey■ Kantar Operations www.quinngillespie.com www.sudler.com www.kantaroperations.com Robinson Lerer & Montgomery■ Kantar Retail www.rlmnet.com www.kantarretail.com Wexler & Walker Public Policy Kantar Worldpanel Associates www.kantarworldpanel.com www.wexlergroup.com Lightspeed Research www.lightspeedresearch.com Millward Brown www.millwardbrown.com The Futures Company www.thefuturescompany.com TNS www.tnsglobal.com 6 WPP CORPORATE RESPONSIBILITY REPORT 2009/2010 Introduction Direct, Digital, OOT2 Youth marketing
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