Advertisers & Media Buyers: Do you know where your carbon is?

Did you know that each page and every pixel that advertisers and their agencies buy also has a carbon footprint and an impact on the world’s forests?

Did you know that each page and every pixel that advertisers and their agencies buy also has a carbon footprint and an impact on the world’s forests?

The NYU M.A. Program in Graphic Communications Management & Technology, Division of Media Industry Studies & Design at NYU-SCPS, with generous support from the Canadian Forest Products Association is proud to present this special Climate Week NYC panel discussion organized with the ISC's Sustainable Advertising Partnership.

Learn how your media supply chain impacts climate change. Join us to hear Don Carli, ISC Senior Research Fellow & Sustainable Advertising Partnership Director moderate a panel discussion with:

  • Kelly Stephenson | Strategic Planner | OgilvyEarth, Hopenhagen Team
  • Avrim D. Lazar | President & CEO Strategic Planner | Forest Products Association of Canada
  • Beth Bengtson | Partner | SDialogue Sustainability Strategy & Communications

This special Climate Week panel discussion will address the following questions:

  • How big is the combined carbon footprint of the hundreds of billions of dollars spent each year on print, broadcast, out of home and digital media advertising?
  • What is the business case for assessing and managing the carbon footprint associated with print and digital media ad campaigns?
  • What role can creative professionals, media planners, media buyers and production professionals do to ensure that their pages and pixels are carbon neutral?
  • What role will responsible paper sourcing, healthy forests, sustainable printing, green IT and carbon neutral media plans play in addressing climate change?
  • How can brand leaders and their advertising media supply chain partners take action to support world leaders seeking to "Seal The Deal" in Copenhagen?

The week of September 20th, 2009 is Advertising Week in NY, when thousands of advertising professionals will gather to celebrate the importance and power of advertising. This week is also Climate Week in NYC, when hundreds of government and business leaders from around the world will converge upon New York City for a series of high-level meetings and events focused on the most urgent issue of our time: Climate Change

If you are an advertiser, brand manager, creative professional, strategic planner, media planner, media buyer, supply chain manager, print buyer, sustainability officer, publisher, digital or print production professional you do not want to miss this discussion.

Learn about how you can "walk the talk" by identifying, measuring & reducing the greenhouse gas emissions associated with the supply chains used to deliver the trillions of advertising pages & pixels each year.


Kelly Stephenson | Strategic Planner | OgilvyEarth, Hopenhagen Team

Kelly is is a strategic planner with OgilvyEarth, the global sustainability marketing agency of Ogilvy & Mather Worldwide. Kelly is a proud member of the team that is bringing “Hopenhagen” to life – a global United Nations campaign designed to create popular support for the U.N. Climate Change Conference (COP 15) in Copenhagen later this year. She is also a part of the core team at Ogilvy Earth that works closely with corporations and brand clients to incorporate sustainability messaging and practices into foundational brand strategy. Kelly has worked on sustainability strategies for Kraft and Coca-Cola brands and on 360 integrated campaigns for Feeding America (the nation’s largest food bank network) and Junior Achievement of New York (a non-profit that brings economic and business education to the city’s youth). For Kelly, sustainability sensibilities come from deep roots. Growing up in Oregon gave her a formative education in the delicate balance between resource-based industry and the environment. Prior to joining OgilvyEarth, Kelly spent time as a pro-bono communications strategist with Kentuckians for the Commonwealth, an NGO in the coal country of Kentucky. There she gained first-hand experience with the human face of sustainability and came to appreciate the vital, lucrative role business can play in driving sustainable progress.

Avrim D. Lazar | President & CEO Strategic Planner | Forest Products Association of Canada

Avrim Lazar is President & CEO of the Forest Products Association of Canada, since Jan. 1, 2002. He also chaired the National Business Association Roundtable and is the Past-President of the International Council of Forest and Paper Associations (ICFPA). Mr. Lazar has held senior policy positions in the government of Canada in the Ministries of Justice, Agriculture, Environment and Human Resource Development. During this period he was responsible for national policy in areas as diverse as climate change, biodiversity, child poverty, employment insurance and labor force training. Mr. Lazar was Chair of the Committee of the Whole of the Second UN Conference of the Parties to the Convention on Biological Diversity in 1995. Mr. Lazar taught high school in Vancouver and Zambia from 1969 to 1973. Over the years, Mr. Lazar has given many courses in the graduate studies programs at the University of Ottawa and Carleton University. Mr. Lazar holds degrees in science and education, including a B.Sc (1968) from McGill University, a B.Ed (1970) and a Ph Ed in Ed (1976) from the University of Ottawa.

Beth Bengtson | Partner | SDialogue Sustainability Strategy & Communications

Beth has over a decade of experience in digital media and interactive strategic communications, working on both agency and client sides, for both Fortune 100 and small clients alike. Her particular interest is examining how interactive media can be used to effectively engage and align stakeholders to achieve strategic objectives. Prior to SDialogue, Beth had been Vice President of Corporate Social Responsibility at imc2, a top digital marketing and communications company where Beth led the firm’s efforts to explore ways that digital media could help clients achieve business objectives while generating a greater social and environmental impact. In addition to leading a research project to quantify the carbon footprint of banner ads while at imc2, she is also the author of "The State of Sustainability Communication, A Study: How Effectively the S&P 100 Communicates Sustainability.

Event Details:

  • Monday September 21, 2009
  • 8:15 AM - 10:30 AM | Breakfast, Meeting, and Panel Discussion
  • NYU-SCPS Midtown Center | 11 West 42nd Street, Rm. 1027