Managing Marketing

James Greet is a long-time creative media leader and the co-founder of The Payback Project Australia, a specialist advisory working with Marketers, Agencies and Media owners to help plan a path to net zero by reducing & removing carbon emissions related to content creation and media activities, and in the process become a force for good. In business today there are a range of ethical and moral challenges. One that has particularly caught the advertising industry is its role in the developing climate crisis. An industry that drives growth could also be seen to drive consumption and, therefore, greenhouse gas emissions. This has come to a head recently with a campaign by Clean Creative, Comms Declare, and others to name and shame advertising agencies and comms companies that work for fossil fuel clients. When fossil fuel clients go to the market to select an agency, both sides come to the party: one side ridicules the agencies that pitch for the business, the other side justifies their position. Who is righ