THENEWRATPACK - Strategy

ANNETTE’S PICK
Ian Morton
CEO, Summerhill Group
When Ian Morton declares, with a certain evangelism,
that “green is the new black,” one can’t help but
believe him. But he’s also right. Big brands are fi nally
recognizing that good works can equal good ROI.
Morton tapped into the thinking before it became
trendy, funneling his 16 years of working for a variety of
environmental organizations, into starting Summerhill
Group in 2001, a Toronto agency that does ROI-friendly
strategies for clients to help move the market toward
better choices for consumers and the environment. One
example, Home Depot’s Keep it Cool air conditioner
recycling campaign had Ontarians giving up their old
models for energy-effi cient new ones. The program trounced its goals,
netting almost 16,000 units, and the $25 discount incentive on the
purchase of new models provided a bottom-line boost for the retailer.
Home Depot is, of course, a Morton convert, having worked with his
agency for fi ve years now. Imperial Oil, P&G and others are too. And
many more, we’re sure, will soon be believers.
ANNETTE VERSCHUREN
President, Home Depot Canada
Verschuren on Morton:
The air around him
“He has been responsible for creating some of the
most innovative and effective social marketing
programs on air quality, climate change, and healthy
indoor environments in Canada. Ian has provided
strategic counsel on market transformation to
companies such as ours, P&G and Panasonic. He
has extensive experience in running large-scale,
retail-based energy effi ciency campaigns. These
campaigns are both strategic and creative and they
motivate people to take action.”
How is he an icon in the making?
“Ian has developed an integrated approach that brings together manufacturers,
retailers, utilities and government agencies. He brings an interdisciplinary
approach to problem solving, and combines science, business, economics,
policy, marketing, and communications in his strategies.”