Archive for May, 2011

The winners of this year’s Guardian Sustainable Business Awards were announced at a ceremony in London on Wednesday 25 May. The Guardian, U.K.’s most influential news resource, intended to recognize and award the companies that conduct their business in accordance with sustainability principles and are not afraid of innovations.

The winners of the inaugural Guardian Sustainable Business Awards were feted for their contributions in a host of areas ranging from communications to supply chain management.  Approximately 2,000 people participated in the public vote for the award, with other nominees, from Nike, Unilever and B&Q all lauded for their outstanding contributions.

The first prize in ‘Communicating Sustainability’ nomination was awarded to Sony for its project entitled ‘Open Planet Ideas’. Sony launched this initiative jointly with WWF and aimed to tackle environmental issues.

The country’s biggest retail chain, Sainsbury’s Supermarkets Ltd scooped the first prize in the ‘Energy’ nomination for its Crayford store geo-thermal exchange project.

The awards ceremony at the Guardian’s headquarters included the presentation of the Corporate Sustainability Innovator of the Year award to Mike Barry, who is head of sustainable business at Marks and Spencer Plc, which was awarded with the first prize of the ‘Engaging Employees’ nomination. Back in 2007, the brand launched an epic Plan A project under which it set a number of goals to create a new level of sustainability on its retail business by reducing the use of energy, cutting waste, trading ethically and helping its customers live healthier and lead more ecologically-conscious lifestyles.

Moreover, Levi Strauss & Co was chosen the winner in the ‘Water’ category with its ‘WaterLESS‘ project which is designed to significantly reduce the use of water during production stage of its clothing items.

The awards were created with the belief that there is a small but growing number of far-sighted companies that have recognised the importance of integrating sustainability into the core of their operations to ensure their future success. They aim to underline the importance of leadership in the field of sustainable business and to share these stories in the hope that others will follow the suit.

The Best Practice Exchange, which summarises these achievements, is launched by Guardian Sustainable Business with more detail on the winners and those who were short-listed. Since collaboration is regarded as a key to business success in this field, reading these case studies is considered to encourage other organisations to get inspiration and practical knowledge.

Caroline Holtum, content editor of Guardian Sustainable Business (GSB), said: “While the awards are an opportunity to celebrate those individuals and companies that are committed to making a positive difference, they are also an excellent way of showcasing best practice that we hope other companies can learn from and follow.”

For more information on the event and full winner list, please visit guardian.co.uk.

A few days ago, Adobe Systems Incorporated announced the beginning of beta stage for Adobe SocialAnalytics, which is a tool allowing online advertisers to measure, monitor and monetize the efficiency of campaigns launched through social media websites.

The new application is a part of Adobe Online Marketing Suite. More importantly, this online marketing suite is powered by Omniture, an open and integrated platform for online business optimization. Thanks to Omniture, brands can better undertand customers with the increased metrics of customer attraction, communication and retention.

Let’s look at the main function of Adobe SocialAnalytics: It is not only to collect the information about the relevant activity in social networks and online communities (such as social media platforms like Facebook and Twitter, YouTube, blogs and forums) but also to analyze the collocation between this activity and key business figures in addition to brand perception.

Although the master version of the application is planned for release in late 2011, currently Vodafone, MTV Networks and General Motors are beta-testing the app according to marketingweek.co.uk.

Through social engagement we can offer responsive customer service, enhance customer engagement and drive contextual messaging. With the ability to tie our efforts to key performance indicators such as onsite behaviour patterns and customer satisfaction we can further optimise the social experiences we provide.” said Chris Jenkins, head of global online performance at Vodafone about the new software product introduced by Adobe.

Not sure if you heard, but last week Facebook made some changes to its photo tagging feature and introduced a new function that will be available to all users. Thanks to this new feature, pages (brands, celebrities, etc.) can be tagged on photos just the same as users can be tagged.

For example, you can easily tag your car’s brand on a picture of you standing near your car by tagging your vehicle and linking it to the Facebook page of car manufacturer (don’t worry, almost all car have a page on Facebook). If the person who posted the photo set it to be seen by “everyone”, then brands themselves (or fans of the brands can do the tagging) in the photo and it will show up on that brand’s page. If the user’s privacy settings are set to “friend’s only”, the photo will only show up on in their network.

Although it seems a small change, this might be a boon from the point of marketers. Since tagging a photo is innately more intimate compared to simply liking a page on Facebook, Fast Company regarded it as potentially far more potent than “Likes”. But of course, marketers should approach this feature with caution because there is a serious concern on whether this function could generate a massive amount of spam for the brands and will add a heap of work for Facebook page moderators.

However, in spite of all concerns and fears, Facebook has introduced this function with the aim to enhance promotional opportunities for advertisers and generate more pages for the brands. This function creates multiple opportunities for brands to launch promotional campaigns, engage in a visual way with fans’ networks of friends and family as well as enhancing Facebook users to participate in different activities like user photo contests. It’s powerful word of mouth marketing – without actually using words.

No doubt there will be malfeasance on the part of pranksters. Therefore, it is better for marketers to wait and see just before taking a step.

The sensational new ABSOLUT ORIENT APPLE made debut in Frankurt on 2 May, 2011. The new product not only combines the savoury allure and thrill of east and west but also merges the crisp sweetness of fresh apples with the deep spicy aroma of ginger to conjure a unique flavour sensation. This sensation seems to shine around the globe throughout the summer of 2011—and far beyond.

ABSOLUT ORIENT APPLE is naturally sweet and pleasantly fruity. Only superior quality natural ingredients are used and there is no added sugar or artificial flavour enhancers whatsoever in it. The natural fresh sweetness of apple and a subtle hint of the darker, complex spiciness of ginger create the unique flavour of ABSOLUT ORIENT APPLE.

It’s a flavour that really has a great range of mixing opportunities, for professional bartenders and for amateur cocktail enthusiasts,” says Anders Olsson, director of The Absolut Company Global Travel Retail. “ABSOLUT ORIENT APPLE enriches all flavours quite sensationally, whether these flavours are sweet, sour or bitter. It’s a fantastic cocktail base to mix with a variety of juices and sodas.”

The bottle, which features a beautifully carved golden apple surrounded by an aura of white shimmering, transparent ginger leaves, promotes the innovative design concept of ABSOLUT. When the bottle is full, the golden apple appears to be floating due to the lens effect of the bottle.

The ABSOLUT ORIENT APPLE launch is supported by a powerful and innovative 360-degree marketing campaign spanning all available media in duty free/travel retail outlets around the globe, including site-specific brand installations, tastings and events.