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September 2006 - Strategy Magazine
Special Report: Generation Next

Annette's pick - Annette Verschuren, President, Home Depot Canada
Ian Morton, CEO, Summerhill Group

by Natalia Williams
page 45

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 finally 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-efficient 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 five years now. Imperial Oil, P&G and others are too. And many more, we're sure, will soon be believers.

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 efficiency 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."

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