All Green All The Time

According to The New York Times, Discovery Communications, the cable channel operator, plans to start a 24-hour channel focused on eco-friendly living, as part of a push into the rising environmental movement.

The company, based in Silver Spring, Md., will next year rebrand its Discovery Home Channel with a name that has not been selected but will reflect its position as the centerpiece of an initiative called PlanetGreen.
PlanetGreen is one of the biggest efforts that a media company has made to tap into the growing movement that has spawned everything from green cars, food and architecture to green weddings and talk of a green Olympics.
As part of PlanetGreen, the company’s headquarters is expected to become carbon neutral.

All of which leads me to speculate on the rise of a green agency movement to provide ads and content for this enterprise, and others like it that are but business plans in bankers hands at the moment.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.