Wednesday, July 9, 2008

Le Mailing Vert - the French green version of direct marketing

We wrote few times in the past about direct marketing and its environmental impacts (check here and here). This is definitely an issue where an innovative approach combining creativity, green basics and visionary thinking is required to make things better and greener. And we're happy to update you that someone is actually doing it!

Springwise reports that Paris-based direct marketing agency TBWA\Excel launched its Mailing Vert service (Le Mailing Vert) in partnership with envelope maker Manuparis, Vincent Printers, Groupe Moselle Vieillemard printers and direct marketing/sales logistics firm Diffusion Plus.

Excel is an agency of TBWA group that specializes in fundraising and commitment to social service associations, foundations and corporate citizens. I believe the idea behind the Mailing Vert service is to provide Excel's customers, many of whom are non-profits, with a greener offer that will enable them to have direct marketing campaigns, promoting their causes with as little environmental impact as possible.

According to Springwise, partners in Mailing Vert adhere to a charter including four principles:

1. To protect the environment, such as by purifying all waste water and using vegetable-based inks, solvents and cleaning agents.

2. To preserve raw materials and protect natural resources through the use of paper that's either recycled or derived from sustainably managed forests.

3. To track waste and minimize energy consumption, such as by optimizing transportation networks.

4. To measure and offset the ecological impact of each phase of the direct-mailing process.

All in all this is great news and I hope many advertising agencies will follow the example that Excel sets here. I know that in a perfect world we might be able to avoid direct marketing at all, but as it doesn't look that it's going to be vanished anytime soon, I guess we need to look for realistic solutions that will make sure that these campaigns will be made responsibly and will reduce their impact as much as possible. Excel definitely gives an example how it can be done.

And they're also doing it in a fun way (not less important!), as you can see from the video clip below.

Raz @ Eco-Libris

Eco-Libris: plant a tree for every book you read!