Ogilvy Sydney- GreenIT

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Transcript of Ogilvy Sydney- GreenIT

  • 1

    Chairmans Green Award A submission from Ogilvy Sydney March, 31 2012

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    Contents

    Background........................................................................................................................3

    Challenges .........................................................................................................................4

    Objectives..........................................................................................................................5

    Strategy .............................................................................................................................6

    Implementation.................................................................................................................7

    Results...............................................................................................................................8

    With Thanks.......................................................................................................................9

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    Background

    Based on a survey conducted by The Australian Industry Group in 2011, a handful of companies have begun to invest in sustainable consumption practices, however more than 70% hadnt improved their efficiency over the last five years. Seven per cent of respondents even admitted to becoming less energy efficient since 20051. At an energy conference in 2011, Energetics executive director Jonathan Jutsen announced, "People think of efficiency as something the energy guy does2. His argument was based around the importance of approaching energy productivity in the same way businesss look for improvements in labour productivity. There is abundance of evidence to suggest the importance of sustainable business practices, and as much as businesses like to talk about it, its essential they are seen as active participants. Ogilvy Sydney recognises the need for a long-term commitment when it comes to improving sustainable business practices. The strategy presented here is aligned with this philosophy and provides a clear focus for a greener IT solution.

    1 Smart Company (2004) in MJ Accountants and Business Advice (2012) Carbon tax countdown: How SMEs can get a head start. http://www.mjaccountants.com.au/carbon-tax-countdown-how-smes-can-get-head-start 2 Ibid

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    Challenges

    There are three major challenges that we recognise here at Ogilvy Sydney: 1. Potential cost of implementing greener technologies/strategies

    - The cost of implementing new strategies becomes a concern for any business, however our projected overall company saving, far outweighs the initial outlay for implementing change. 2. Staff show a positive attitude towards the environment however there is very little

    evidence of business sustainability practices amongst staff

    - A positive attitude towards the environment was apparent through a company environmental survey. The evidence, however, suggests that action within the workplace is minimal, as a large proportion of PCs are left on during non-working hours. Our strategy provides great insight into PC use and user behaviour, enabling a reduction in CO2 emissions and a dive in company costs. In addition, our strategy will encourage staff to take responsibility for their environmental impact in the workplace.

    3. Company gatekeepers preventing change

    - As with any large organisation there is a level of hesitation that comes with change. However, our strategy encourages minimal disruption to our business and by working closely with decision makers, we have ensured a smooth transition.

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    Objectives

    The objectives are both business and environmentally motivated: 1. Reduce carbon emissions produced by the IT fleet at Ogilvy Sydney by 50% (152.6kg per workstation) in the first year of full implementation 2. Decrease IT energy costs by 50% ($24.75 per workstation per year) in the first year of full strategy implementation Our objectives have been measured against current data for PC use at 72 Christie St, Sydney.

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    Strategy

    Information Communication Technologies (ICT) account for the same CO2 output as the aviation industry3. ICTs are a major component for any business so its important to be aware of how these are being used. Staff are empowered by ICTs, and as a result, they also need to take greater responsibility for their impact. Ogilvy Sydney endeavoured to combat carbon emissions and reduce company costs via an obvious solution; GreenIT. GreenIT is designed to find the opportunities that will combat our companys rising costs and carbon impact through our information communication technologies. The GreenIT strategy also incorporates an education phase around greener PC use and offers a hassle free implementation process. There were three phases to the GreenIT strategy;

    Test and learn Major roll out Education

    3 Gartner Symposium/ITxpo 2007 Emerging Trends, 2007

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    Implementation

    Test and Learn GreenTrac offers a set of products that helps companies understand and reduce the energy consumption of their IT fleet. Once implemented, Greentrac provides real time data that can be used to empower individuals to change their behaviour towards greener PC use. GreenTrac is a truly global concept, is available in every market across the globe and was an appropriate partner for Ogilvy Sydneys GreenIT strategy. Greentrac was deployed across 100 workstations at Ogilvy Sydney in mid 2011 and highlighted the need for greater insight into PC use and user behaviour. These new insights put us in good stead to influence change and produce this change in a cost effective manner. Major roll out Based on the outcomes gathered in phase one, Greentrac was deployed across more than 350 workstations starting 9 August 2011. The success of the roll out encouraged us to extend our strategy to the Melbourne office. After full implementation, this will take our overall roll out to 700 workstations. To further this, negotiations are continuing with more than 35 companies within the STW Group for Greentrac implementation. Education We are still in the major roll out phase however our partnership with Greentrac ensures that the education phase will be implemented as smoothly as deployment. Also, we established a Gen Y taskforce to help leverage the education phase and to facilitate the execution of the wider strategy. Not only that, we have partnered with 3 reputable green parties - Green Street, the Australian Youth Climate Commission and Ogilvy Earth - to assist with complimentary insights and advice. This will also ensure Ogilvy Sydneys environmental presence is felt within the wider community.

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    Results

    The roll out of Greentrac has not reached full implementation however we are on track to surpass our initial objectives. Ogilvy Sydney is proud to report - 1 motivated Gen Y taskforce 3 green partnerships $38 saving per PC workstation per year 210kg saving of CO2 per PC workstation per year CO2 saving to CO2 target is 138% Reduction in costs to target is 154% Overall CO2 reduction is forecasted at 150 tonnes/year (Sydney & Melbourne) Overall company saving is forecasted at $27,000/year (Sydney & Melbourne)

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    With thanks This project would not go ahead without the continued support from senior management and the taskforce who instigated this project. A great big thank you goes to Tom Moult, Andrew Baxter and Dave Sayer for your continued support. To the taskforce who helped bring this project to life Simon Gawn, Alex Gourlay, Rebecca Haly, Leisa Ilander, Natalie Mitchell and Alessandra Neil. To Jed McMillian for your effort on the GreenIT strategy and working tirelessly to ensure its fruition. And finally To Tim Isaac who instigated the Chairmans Green Award and for reminding us that our businesss environmental impact should be our responsibility.