Communication for Sustainable Development

Cybercom aiming to be first sustainable communications agency in Ireland
Digital advertising and marketing agency Cybercom claims to have become the first Irish communications agency to put sustainability at the core of its operations.
The firm said that, having recognised the business case for sustainability, it worked with training and sustainability specialist RealEyes to understand sustainability and apply it to how the agency is run.

It said its vision is to be recognised as Europe’s leading sustainable communications agency by 2015 through adhering to and championing what it believes are the four basic principles of sustainability, which would include reducing its dependence on fossil fuels, metals and chemicals, and reducing its destruction of nature.
“Embracing change is in Cybercom’s DNA,” said Rob Reid, Cybercom director. “We were Ireland’s first digital marketing agency 11 years ago. We are now 100pc committed and on the journey to becoming Ireland’s first sustainable communications agency.

“As digital communication experts, we believe our absolute focus on sustainability can make a difference to the wider community and the world we live in. We have invested heavily in putting sustainability at the centre of the agency over the last six months. It’s now an essential part of how we do business - both internally and externally. We are conscious that our clients are reviewing their approach to sustainability practice and will gradually expect their agencies to do the same.  We will be able to position ourselves as experts in sustainability and lead the way for our contemporaries.”

Cybercom said it would be encouraging clients to review their sustainability practices and would be trying influence their way of thinking through social media strategies and client campaigns being implemented.
The agency has also got support for its initiative from Eamon Ryan TD, Minister for Communications, Energy and Natural Resources. “Companies in Ireland and worldwide are increasingly incorporating sustainability into their business practice,” he said.
 “With the emergence of the Green Economy, communication partners who understand sustainability will become more and more important. The benefits for business are significant, both financially and environmentally.
“I’m glad to see Cybercom embracing this shift and RealEyes are the right people to help them do this.  Eleven years ago, they had the foresight to move into the digital space and become the first digital marketing agency in the country. I am sure they will replicate that success in becoming Ireland’s first sustainable communications agency and I wish them the very best of luck.”

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