Date post: | 14-Jul-2015 |
Category: |
Technology |
Upload: | theknees |
View: | 139 times |
Download: | 1 times |
1
Chairman’s Green Award A submission from
Ogilvy Sydney March, 31 2012
2
Contents
Background........................................................................................................................3
Challenges .........................................................................................................................4
Objectives..........................................................................................................................5
Strategy .............................................................................................................................6
Implementation.................................................................................................................7
Results...............................................................................................................................8
With Thanks.......................................................................................................................9
3
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
4
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.
5
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.
6
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
7
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.
8
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)
9
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.