If businesses don’t act responsibly as members of the global community, many species will not survive past the 21st century. But what does a responsible, sustainable business look like today and how do we even begin to make the necessary change?

To coincide with COP26, IAPI is hosting "Sustainability in Practice" on Friday 5th November at 12 noon.

Sustainability, as defined by the UN, is 'a societal development that meets the needs of the present without compromising the ability of future generations to meet their own needs.' It calls for businesses to make concerted efforts towards building an inclusive, sustainable, and resilient future for people and planet.

As our brands and businesses find their way in this, the 4th industrial revolution, there's an enormous opportunity. With carbon measurement now a reality, and climate risk added to the risk-register, CEOs (driven by shareholders and consumers) are issuing mandates for mass reductions in their company's carbon emissions with new metrics that matter. We're in the midst of enormous change. How are Marketing Departments and Marketing Agencies responding?

At this event, we will hear from those who are leading the way and, in many cases, have grown as a result of their sustainable practice. Intended to inspire, attendees will gain actionable insights into how a business can;

  • Implement sustainability practices to generate future value for the business
  • Design and deliver strategies and programs that deliver impact
  • Galvanise the organisation to a shared goal and purpose
  • Communicate sustainability performance to key stakeholders, from consumers to shareholders
  • Positively engage employee activism to drive momentum within the business
  • Become an attractive, and relevant, employer for future generations

Panellists include:

  • PJ Brigdale - Head of Brand, An Post
  • Abby Bentley, Global Brand and Marketing Director, Yugo
  • Jane McDaid, Founder & Head of Creative Innovation, Thinkhouse
  • Liz Roche, Head of Foundation and Sustainable Business, Vodafone

The discussion will be hosted and moderated by

  • Abi Moran, CEO, Folk Wunderman Thompson

Join us on Friday 5th November at 12pm. To register, please visit>>

Abi Moran
Abi Moran
CEO, Folk Wunderman Thompson
Jane McDaid
Jane McDaid
Founder & Head of Creative Innovation, Thinkhouse
PJ Brigdale
PJ Brigdale
Head of Brand, An Post
Liz Roche
Liz Roche
Head of Foundation and Sustainable Business, Vodafone
Abby Bentley
Abby Bentley
Global Brand and Marketing Director, Yugo
About the Speakers
About the Speakers

Abi Moran, CEO, Folk Wunderman Thompson

Abi Moran is CEO of Folk Wunderman Thompson. In her 20+-year career in brand strategy and advertising, Abi currently works with iconic brands that include Vodafone, An Post, Bord Gais Energy, Irish Life, Brennans and Heinz.

Folk Wunderman Thompson create ideas that inspire growth for ambitious brands. Understanding the influence marketing and the advertising industry has to influence change, Abi has driven work that promotes environmental and societal change. Over the last 18 months, Folk have worked with some of Ireland’s biggest brands on their sustainability agenda and how this can be utilised to drive sustainable growth.

In 2019 Abi was elected to the Board of IAPI and appointed the Chair of IAPI’s Sustainability Council in February of this year. Part of her work to date includes a proposal to bring Ad Net Zero to Ireland. Ad Net Zero’s mission is for immediate, collective industry action to help achieve real net zero carbon emissions from the development, production and media placement of advertising by the end of 2030.

PJ Brigdale - Head of Brand, An Post

Graduate of University of Limerick & Dublin City University with nearly 30 years marketing experience in Ireland and UK. PJ has worked across FMCG (Nestle, Glanbia, C&C), Consumer Healthcare (Warner Lambert & GSK) and latterly An Post.

An Post are relatively advanced along their sustainability journey compared to a lot of other leading brands, and PJ has played a major role in this process. He will be the first to say that there is a lot still to do but he will share the knowledge he has gained along the way and the insights that are key to providing authentic communications to key stakeholders – their customers.

Liz Roche, Head of Foundation and Sustainable Business, Vodafone

Liz Roche joined Vodafone Ireland in February 2020 as the Head of Foundation and Sustainable Business, where she has responsibility for leading the strategy and activities of the Vodafone Foundation in Ireland. Liz will also align and coordinate the various Sustainable Business streams, aligned with Vodafone Group framework.

Previous to joining Vodafone, Liz worked as a consultant in the Irish not-for-profit sector, working with CEO’s, heads of fundraising and boards of Directors on strategy, campaign development and other projects. Liz has worked with over 30 not-for-profits across a number of sectors including health, homelessness, education, the arts and international NGO’s.

Liz holds a B.A. (Mod) in Natural Sciences from Trinity College and a Masters in Science Communications from DCU. She is a Director on the Board of trustees at Boardmatch Ireland and Friends of the Elderly Ireland.

Jane McDaid, Founder and Head of Creative Innovation, THINKHOUSE

Jane McDaid founded THINKHOUSE 20 years ago, identifying a need for more culturally-led communications in the marketplace. She is a seasoned marketer who shapes the work of major brands. Through a relentless focus on creative innovation and cultural relevance Thinkhouse works with global and domestic brands to help them better understand, and connect, with younger generations through three key services: FAME, TRANSFORMATION and PLANET.

Jane was listed as one of the ‘Innovator25,’ a Holmes Report list of marketing communication leaders in EMEA that are ‘reshaping influence and engagement in an era of dramatic marketing and communications disruption.’

Jane’s unapologetic style, and vision, sets her apart from traditional marketeers as she embraces a disruptive outlook on industry traditions such as awards, agency structures and workplace culture.

Over the last number of years, McDaid has been one of the leading authorities on sustainable action in marketing through her agency's involvement in Purpose Disruptors UK, Purpose Disruptors Irl, thenetworkone's Sustainable Development Group as well as the agency's own reports, events and activities such as 'Earth Day - Delay is the New Denial' and 'World War Z'. THINKHOUSE’s always-on training and development PLANET programme; alongside its Friday for Futures sessions combine with external training (with Purpose Disruptors, AdGreen, The Cambridge Institute for Sustainability Leadership, and TU Dublin) to ensure sustainable training and practice is embedded across the organisation, avoiding the risk of isolated awareness, responsibility and action.

Leading a growing team in Dublin and London, Jane’s ongoing mission is to deliver world-class Fame, Transformation and Planet services for organisations that are truly committed to the next generation of thinkers, creators and doers. www.thinkhousehq.com

Abby Bentley, Global Brand and Marketing Director, Yugo

With over 10 years of marketing experience in both UK and global markets, Abby is now the Global Brand & Marketing Director and a member of the Senior Leadership Team at Yugo. The first global student housing operator was launched in July 2021 and created to enhance students’ overall experiences throughout and beyond university life. Abby led the branding project on Yugo, created with students, for students and by students, ensuring that the purpose and value of Yugo is aligned to those of our students. At Yugo we are as passionate about living eco-friendly lives as our students are.

Abby leads the global sales & marketing team ensuring Yugo students’ needs are at the core of all Yugo campaigns, activities, research and events and maximizing student leases through Yugo’s digital channels.

ABOUT YUGO

Yugo is the first global student housing operator, created to enhance students’ overall experiences throughout and beyond university and college life. Yugo offers a truly differentiated living experience that is environmentally and socially conscious, emotionally supportive and safe. Yugo’s experienced leadership team builds on decades of experience to help more students across the globe learn, grow and thrive.

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