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1 Chairman’s Green Award A submission from Ogilvy Sydney March, 31 2012

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Chairman’s  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%  hadn’t  improved  their  efficiency  over  the  last  five  years.  Seven  per  cent  of  

respondents  even  admitted  to  becoming  less  energy  efficient  since  2005’1.    

At  an  energy  conference  in  2011,  Energetics  executive  director  Jonathan  Jutsen  

announced,  "People  think  of  efficiency  as  something  the  energy  guy  does”2.  His  

argument  was  based  around  the  importance  of  approaching  energy  productivity  in  the  

same  way  business’s  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,  it’s  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  it’s  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  company’s  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  Sydney’s  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  Sydney’s  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  Chairman’s  Green  Award  and  for  reminding  us  that  our  

business’s  environmental  impact  should  be  our  responsibility.