This year, the Green Pledge trademarks are also waiting for their owners

By: Trademagazin Date: 2024. 05. 06. 13:20

Committed to Clear Communication

The Self-Regulatory Advertising Board (ÖRT), the Hungarian Marketing Association (MMSZ), and the Association of Communication Agencies in Hungary (MAKSZ) launched the Green Pledge initiative last year, which has been joined by nearly forty major companies so far. Seven of these companies – Dentsu, Henkel, E.ON, Velux, Mastercard, K&H Bank, and Well PR – have been awarded the first Green Pledge trademarks in recognition of their high-quality work in the field of environmentally conscious advertising. While last year’s awardees are true ambassadors of the initiative, the Green Pledge is also open for applications this year, which will be judged by a renowned professional jury.

The Green Pledge initiative was started by three founding professional organizations, the Self-Regulatory Advertising Board (ÖRT), the Hungarian Marketing Association (MMSZ) and the Association of Communication Agencies in Hungary (MAKSZ) in 2022 with the goal of increasing focus in the domestic marketing and advertising industry on environmental protection, accurate depiction of the environment, and avoiding greenwashing in their operations and advertising production. Organizations and companies that demonstrate exemplary results in this area through case studies including photos and data can receive this certification.

So far, nearly forty large companies have joined the initiative, both from the advertiser and agency sides, seven of whom – Dentsu, Henkel, E.ON, Velux, Mastercard, K&H Bank, and Well PR – received the first Green Pledge trademarks at the Marketing Summit Hungary 2023 award ceremony. The applications showcased various sustainable practices such as creative reuse of advertising materials (e.g., building wraps and citylight posters), carbon footprint-based media planning, application of sustainability criteria at events, and proper use of green claims.

Gerendi Zsolt

“This year we aim to elevate the prestige of the award further by seeing more organizations among our applicants, who, through their exemplary conduct, can set a direction for the entire industry. These examples will take tangible, credible form, which will again be verified by an independent expert jury this year”

– highlighted Gerendi Zsolt, Secretary-General of the Self-Regulatory Advertising Board.

Bándi Gyula

This year, a Green Pledge panel consisting of more than 15 independent professional members is responsible for evaluating the submissions. The jury is chaired by Prof. Dr. Bándi Gyula, green ombudsman, deputy of the Commissioner for Fundamental Rights in charge of protecting the interests of future generations, who summarized the importance of the initiative as follows: “The marketing and advertising industry cannot take responsibility for the object of advertising, but it does play a decisive role in how it is presented, while all of this together is capable of influencing consumer behavior. Therefore, the Green Pledge initiative, which has now reached its second application phase, is of particular importance.”

The initiative represents the two main segments of the marketing industry by MMSZ and MAKSZ.

Hinora Ferenc

“At MMSZ, representing the advertisers, we are committed to the power of good practice. We believe that in the future, even more will join the initiative and that forward-looking projects will provide real inspiration not only for the profession but for the economy as a whole, as environmental protection and sustainability are now of paramount importance in a company’s operational strategy”

– emphasizes Hinora Ferenc, president of MMSZ.

As for the other segment of the industry, the agencies, according to Blaskó Nikolett, president of MAKSZ:

Blaskó Nikolett

“Leading agencies are already considering environmental and sustainability aspects in the design and execution of advertisements, but we also believe in the power of encouragement. Therefore, we are confident that the collaboration behind Green Pledge, involving clients and film producers, will provide further inspiring examples for MAKSZ members to think responsibly and foreseeably about the issue.”

Applications for the Green Pledge award can be made through the www.greenpledge.hu website, where interested parties can fully acquaint themselves with the program’s commitments and objectives. This year, the jury awaits applications in the following six categories: green education, green advertising production, green content, green advertising practices, green claims, and a miscellaneous category. To facilitate applications, the organizers are also holding a workshop in May, where participants can learn practical advice and criteria to help them create even higher quality submissions.