One of the most exciting experiences since going public with our Marketing with Meaning approach is that we are able to build some great connections and feedback from a broad range of like-minded people. One example is Ruth Ann Barrett at direct marketing agency Red Direct. Red Direct is focused on serving clients in the high-tech industry, and they are seeing a shift toward consumer and client interest in sustainability.

Typically, advertising agencies serve in a strategic consulting and creative development role for clients. We sometimes have the chance to help our clients promote the cause of sustainability, by advertising products that are more environmentally responsible and/or by creating meaningful marketing that itself drives sustainability messages and results. One of our recent projects, for example, is a campaign for PuR water filters in which we are challenging people to reuse water bottles.

Ruth Ann Barrett and Red Direct are carving a new path, however. Instead of waiting for clients to come calling for sustainability ideas, the agency is diving in with its own initiative. They recently launched EarthSayers.tv, a Web prototype of a media channel dedicated to sustainability. The site includes a ton of video content, and, like a real business, advertising.

Red Direct is following a similar path to other advertising agencies in creating a new business venture that has nothing to do with traditional client service. A recent Ad Age article included examples such as the agency Mother selling candles and Anomaly selling shaving cream.

Building awareness around sustainability takes the idea to a much higher level – and it’s a great example of an advertising agency marketing with meaning.