Publicis Salterbaxter’s sustainability boutique arrives in Australia | Advertising
Publicis launched its sustainability consultancy Salterbaxter in Australia to help companies achieve their sustainability goals.
A UK-based consultancy, Salterbaxter advises clients on their sustainability strategy through implementation roadmaps, creative activations and communications, among other services.
In Australia, Salterbaxter will be led by Skye Lambley, who is responsible for Publicis Groupe’s ANZ Influencing offering (which includes Herd MSL). The rest of the team includes Stuart Wragg, Karen Dunnicliff and business transformation consultant Rebecca Zemunik.
“There is a real sense of urgency to act on sustainability in Australia because we are catching up. We live with the effect of inaction on climate change and inequality all around us,” said Michael Rebelo, Managing Director of Publicis Groupe ANZ.
“I’m excited about the opportunity to help organizations make meaningful progress and accelerate their sustainability journey.”
Kathleen Enright, global managing director of Salterbaxter, said the problem the consultancy sees globally is that at one end of the scale, far too much potential for progress is shackled by a lack of creative thinking. .
On the other hand, she noted that brands either make unsubstantiated claims or get lost in a flood of generic “green” claims.
“Greenwashing is the result of creativity without the credibility to sustain it and greywashing is the result of credibility without the creativity to bring it to life. Both hold back the progress the world needs,” he said. she declared.
In the near future, the consultancy also plans to enter the Asia-Pacific and Middle East markets.