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ANA, Sustainable Brands and Adweek form partnership to inspire and accelerate sustainable innovation.
NEW YORK (December 7, 2021) — Leading organizations in the marketing
industry today announced a groundbreaking coalition of resources and
professional expertise to catalyze the global marketing community in driving
growth through sustainable innovation.
A joint effort of the ANA, Sustainable Brands™ and Adweek,
the Global CMO Sustainability Accelerator combines forces to take advantage
of the unique capabilities of each group. In coming together, the goal is to
consolidate efforts across the industry, help CMOs maximize impact, and
accelerate sustainable innovation to build better brands and a better world.
The Accelerator has three primary objectives:
1. To unify efforts that help advance sustainability in the global marketing
2. To educate and enable CMOs to innovate with sustainability tools,
roadmaps, standards, best practices, case studies, and roundtables;
3. To be a force for good and for growth through sustainable innovation that
advances the “triple bottom line” of people, profit, and the planet.
“Sustainability has justifiably become a cornerstone of 21st century marketing
and the ANA through the CMO Growth Council is committing considerable resources
to its success,” said ANA CEO Bob Liodice. “The new CMO Sustainability
Accelerator program is a pioneering, joint effort to help our members and the
industry at large successfully develop sustainability efforts that will benefit
consumers and brands alike.”
ANA Chairman Marc Pritchard, Chief Brand Officer at Procter & Gamble,
said uniting resources from the three groups into a cohesive unit allows them to
leverage each other’s strengths and accelerate progress on sustainability
throughout the marketing industry.
“The CMO Sustainability Accelerator brings together the tools and thought
leadership from Sustainable Brands, Adweek’s distribution and playbooks, and the
ANA’s reach and education capabilities,” Pritchard said. “It consolidates
valuable resources to better enable CMOs to advance sustainability in a way that
drives growth and value creation.”
“Since 2006, Sustainable Brands has convened and enabled the vanguard of brands
helping business and society thrive in harmony with nature.'' said Sustainable
Brands CEO KoAnn Skrzyniarz. “Today, CMO’s within most brands around the
world are recognizing their role in helping lead necessary transformation within
their organizations and indeed society at large, to align growth with a
sustainable and flourishing future. In entering this partnership, we are
delighted to bring the knowledge, insights and tools gleaned from these 15 years
of learning and practice as a community to a wider audience, thereby
accelerating the delivery of the positive change that planet, people and
business so badly needs.”
“As a long-time member of the CMO Community, I’m thrilled to see this move to
avoid further fragmentation of efforts” said Antonio Lucio, Board Member of
Adweek. “Further, I believe it’s collaboration like this that can truly help
empower marketing leaders to own the responsibility they have to drive both
change and growth.”
Key elements of the Accelerator will be completed in stages over the next year
and will include:
A Sustainability Hub: A curated collection of sustainability tools,
case studies, playbooks, and best practices from leading marketers across
the globe will be made available to guide CMOs and all marketers.
Assessment Tools & Roadmaps: Marketers will be able to determine
company and brand progress on the sustainability journey and measure against
industry benchmarks. These frameworks and tools will enable brands to build
a sustainability roadmap, set goals and identify key metrics for success, as
well as test their marketing content to determine effectiveness in building
brand favorability and enabling sustainable lifestyles.
Sustainability Standards for Marketing: Industry guidelines and
standards will be developed for marketing claims, creative and media supply
chain governance, and impact measurement.
CMO Sustainability Accelerator Roundtables: CMOs will convene from
around the world for peer-to-peer learning and opportunities to partner and
work together on sustainability initiatives in service to people and the
ABOUT THE ANA
The ANA’s (Association of National Advertisers) mission is to drive growth for
marketing professionals, brands and businesses, the industry, and humanity. The
ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA
Growth Agenda, which has been endorsed by the Global CMO Growth Council. The
ANA’s membership consists of U.S. and international companies, including
client-side marketers, nonprofits, fundraisers, and marketing solutions
providers (data science and technology companies, ad agencies, publishers, media
companies, suppliers, and vendors). The ANA creates Marketing Growth Champions
by serving, educating, and advocating for more than 50,000 industry members that
collectively invest more than $400 billion in marketing and advertising
ABOUT SUSTAINABLE BRANDS
Sustainable Brands® is the premier global community of brand innovators who are
shaping the future of commerce worldwide. Since 2006, our mission has been to
inspire, engage and equip today’s business and brand innovators to prosper for
the near and long term by leading the way to a better future. Digitally
published news articles and issues-focused conversation topics, internationally
known conferences and regional events, a robust e-learning library, and
peer-to-peer membership groups and brand collaboration initiatives all
facilitate community engagement and industry progress throughout the year. For
more information visit www.SustainableBrands.com.
Adweek is the leading source of news and insight serving the brand marketing
ecosystem. First published in 1979, Adweek’s award-winning coverage reaches an
engaged audience of more than 6 million professionals across platforms including
print, digital, events, podcasts, newsletters, social media and mobile apps. As
a touchstone of the advertising and marketing community, Adweek is an
unparalleled resource for leaders across multiple industries who rely on its
content to help them do their jobs better.
MEDIA CONTACTS: ANA
Director of Communications
Email: [email protected]
Published Dec 7, 2021 10am EST / 7am PST / 3pm GMT / 4pm CET