Carbon Trust holds awareness drive pitch

Ian Darby, Campaign 17-Feb-06

The Carbon Trust, the government-backed organisation that helps businesses reduce their carbon emissions, is holding a pitch for a £3 million awareness drive.

The Carbon Trust has shortlisted its roster ad agencies McCann Erickson,
Tullo Marshall Warren, Tequila and Fishburn Hedges to present ideas for
the campaign.

Activity is scheduled to run over June and July in a bid to win business

backing for initiatives to lower emissions.

The summer activity is expected to be the organisation's most
significant campaign of the year.

It spent £4 million on advertising in the past year, according to
Nielsen Media Research.

Media buying for the campaign will be through Universal McCann, which is
contracted as the Carbon Trust's buying agency until 2007.

Peter Hambly, the director of marketing and communications at the Carbon
Trust, said: "We are trying to reach businesses and raise awareness of
carbon emissions and get more companies to sign up to our
initiatives."

Two years ago, the Carbon Trust appointed McCann Erickson Business as
its lead agency. However, it pitches out large projects to roster
agencies under European Union regulations.

Past activity includes a press and poster campaign featuring businesses
that back the Carbon Trust under the strapline: "Smart companies." It
featured corporations including Asda, Heinz, Scottish & Newcastle and
Sainsbury's.