Nestle Professional marketing manager Martin Lines on CSR

Nestle Professional on... CSR

Leanne Bell, 09 February 2009

Marketing manager Martin Lines offers agencies CSR tips

Martin Lines is marketing director at Nestle Professional.

What role is CSR playing generally in business?

CSR and sustainability are issues that are on everybody's agenda, be they venues, agencies or companies. We can drive the agenda or we can have it given to us and be forced to do things that are not in our own interests.

Why is it important for agencies to understand their clients' CSR policies?

You can't properly respond to a client's brief if you don't know what their ethical policy is or have a copy of it. And it's impossible to answer a brief if the client doesn't give you all that information.

How should agencies integrate CSR into their pitches?

When you pitch, ask yourself if you're just ticking a box or if are you genuinely doing something differently. Demonstrate that your solutions are aligned to the client's corporate strategy.

How can agencies encourage clients to incorporate CSR into their events?

Clients need a reason to believe that a solution is relevant to their corporate strategy otherwise the CSR element is merely a nice feeling.

Should clients pay more for a CSR-friendly solution?

If a CSR-considered solution is going to cost more, then agencies will need to be able to sell their clients the reasons why they should pay more.