Smyle puts sustainability at heart of operations with new initiative

Creative agency Smyle has launched Cycle, a new service offering socially conscious brands a methodology to accelerate their sustainability journey.

Cycle aims to help brands continue creating experiences but with a holistically sustainable approach.

The service will evaluate the environmental impact of events elements such as the materials used, waste created, energy and water consumed, travel and transport involved – even the types of food and drink offered. Individual welfare and social and community impact will also be evaluated.

The launch is in line with Smyle’s goal of becoming the most sustainable creative agency in the world by 2025.

It hopes to achieve this by reducing greenhouse gas emissions on internal operations by 50 per cent, reducing greenhouse gas emissions by 30 per cent on all client work and minimising waste and replacing all single-use materials with circular economy equivalents.

Cycle will be offered in two formats, Baseline and Bespoke.

Going forward, every Smyle activation will include core sustainability practices. The company calls this its Cycle Baseline.

For those brands that want a more tailored approach, Cycle Bespoke flexes and scales its approach to meet specific sustainability objectives and budgets.

Cycle has been developed in partnership with sustainability expert David Stubbs. “I am delighted to have been part of the development of Cycle because it puts sustainability at the heart of how we should be thinking about planning and delivering events,” he said.

“By focusing on the impact of events on people and planet, Cycle will make a huge contribution to innovation in the events industry and deliver meaningful change.”

Case study

Smyle used the Cycle philosophy to support one of its key clients, a global tech brand, with the delivery of a bespoke facility to activate their presence at the 2020 World Economic Forum Annual Meeting in Davos, Switzerland. The team set out to significantly reduce, and measure, the environmental impact of their activation, with an emphasis on eliminating plastic waste.

A two-story, fully demountable pavilion was created with a focus on using materials in their raw form, built using reused and recycled materials, and with a design intended on minimising power and water use, and maximising heat and energy efficiency.

The menu was locally sourced, and 100 per cent vegetarian. Post-event, Smyle delivered a thorough sustainability report for the client, providing learnings that would inform a new global strategy in planning more sustainable events in future.

Cycle’s sustainability focus can help marketing departments contribute to the reduction of their business’ overall carbon footprint. It promotes sustainable behaviour in creative work, supported by reporting and measuring the impact of events for continued improvement.

“By measuring success against sustainability goals Cycle sets ambitious targets for continuous improvement,” Smyle MD Dominic Thomas-Smith said.

“Now is the time to act, and rapid, collective, global action – including initiatives such as Cycle – can transform ‘business as usual’ to a more sustainable business model.”

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