It's time for Agencies to consider a sustainable role towards the future.

The nice people at ADOI did a write-up on The Green Chronicles research which we did last year. I think Agencies really need to stop and think about the future and realize that they too can be a strong advocate in sustainable production. Everything that has anything to do with production and manufacturing will come under the spot light when it comes to sustainability.

At Dentsu Utama, doing the research was a first step to an effective CSR outreach. Contrary to popular belief in this industry that knowledge should be kept for the sake of competitive edge, we have long-debated and decided that sharing in this case is much more important. This is not an area where we can afford to be selfish. Hey, if another agency does a better job than us from utilizing our research, then great! It only means we're picking momentum, the pressure is on and change is happening.

Honestly, I don't know how many agencies would really care. But it's not about whether they do. They have to. Think internal - our paper consumption, visual presentation, cost-efficient material and think external - pressuring both our clients and vendors to practice at least a 1 degree of change when it comes to communication and production. If every day, we can change 1 degree, we only need 180 days to throw away old habits and embrace new ones. That's less than 6 months. That's half a year.

To those of you who want to know learn more about the state of our environmental understanding and action in Malaysia and more importantly, want to know how they can play an active role, individually and collectively as a company, please do not hesitate to contact us.

I'm sorry the jpg is too small, you can read it in this month's ADOI starting from page 48.