Six bigs in the ad indusry give up competition under the Common Ground inititative

The 6 big ad industry players have agreed not competing any more, but collaborating under the Common Ground initiative. All of them will jointly work to achieve the UN Sustainable Development Goals (SDGs).

The idea comes out from the seventeenth and final SDG, which is based on the idea that collaborative partnerships will be essential if all of the SDGs, ranging from eradicating poverty to tackling climate change, are to be achieved.

The UN Secretary General came in person to Cannes Lions to push the spread of the pro SDGs initiative, and not only among the ad industry.

Ban urges other players in the industry to do the same

Speaking ahead of the Cannes Debate, Secretary-General Ban Ki-moon urged competing firms from other sectors to follow suit and make their own Common Ground commitments to supporting the SDGs: “Common Ground is breaking ground. This initiative is not only about the advertising industry’s considerable influence in promoting the Sustainable Development Goals around the world. By putting aside their differences, these companies are also setting a powerful example for others to follow.”

Advertising campaign and action by the 6 bigs

The Common Ground programme will begin with a global advertising campaign, with space donated by key business and thought-leadership publications.

Following the Cannes Lions Festival, each group will focus on a specific area of the SDGs over the coming year, where possible and necessary working collaboratively across parent companies. They will also encourage other industries to find their own Common Ground.

Following the Cannes Lions Festival, each group will focus on a specific area of the SDGs over the coming year, where possible and necessary working collaboratively across parent companies. They will also encourage other industries to find their own Common Ground.

First development fund for the Young Lions

The 6 companies have agreed as well providing a development fund for each of the winning ideas in the Cannes Young Lions competition, which this year is devoted solely to the SDGs. These funds will be used to develop the concepts and give them the strongest possible chance of being put into practice. This is the first time the Young Lions have been given a development fund, providing an opportunity to make their ideas come true. The fund directly contributes to the achievement of the goals and to raise awareness around them.

In a joint statement, Tadashi Ishii, Chief Executive Officer and President of Dentsu; Yannick Bolloré, Chairman and Chief Executive Officer of Havas; Michael Roth, Chairman and Chief Executive Officer of IPG; John Wren, President and Chief Executive Officer of Omnicom; Maurice Lévy, Chairman and Chief Executive Officer of Publicis Groupe; and Sir Martin Sorrell, founder and Chief Executive Officer of WPP, said:

“The Common Ground initiative recognises that the global issues the UN has identified transcend commercial rivalry. By working in partnership to support the Sustainable Development Goals, we want to demonstrate that even fierce competitors can set aside their differences in order to serve a wider common interest. We hope others in and beyond our own business decide to do the same.”

Ban Ki-mooncame took part at the Big Debate live in Cannes Lions, as well as five of the six big players in the industry involved in this initiative: Jannick Bolloré (President Havas Group), Sir Martin Sorrell (founder and Chief Executive Officer of WPP Group), Maurice Lévy (President of the Directory of Publicis Groupe), John Wren (CEO Omnicom Group) and Michael I. Roth (Chairman and CEO of Interpublic Group).
Tadashi Ishii (President & CEO Dentsu Group) took part at the debate from Tokyo through video-conference.

In September 2015, UN Member States unanimously adopted the 2030 Agenda for Sustainable Development, focused on the three interconnected elements of: economic growth, social inclusion and environmental protection. With 17 Sustainable Development Goals (SDGs) at its core, the Agenda is universal, integrated and transformative and aims to spur actions that will end poverty, reduce inequality and tackle climate change between now and 2030.

Image over the headline.- The Secretary General of the UN, Ban Ki-moon taking part live at Cannes Lions big debate. © Eastwind.

Related Eastwindmarketing links.-

Ban launches Common Ground programme call to the ad industry (video)

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