CBS is hoping to bring in some of the money being spent on green branding by including a green offering as part of an overall ad buy. “CBS can offer clients to fund energy efficiency initiatives as part of their normal advertising buys, including retrofits and solar installations on public buildings and schools, tree plantings and watershed clean-up projects,” says EcoMedia’s CEO and Founder, Paul Polizzotto, who will serve as President of EcoMedia, and continue to lead the new division, which will retain its name.
Since 2008, CBS and EcoMedia, have worked together on a wide variety of environmental projects in CBS’s local markets. With the acquisition, CBS will incorporate EcoMedia’s offerings into all of its operating units, including television, online, radio, publishing and outdoor.
CBS and EcoMedia teamed up in 2008 to launch the CBS-EcoZone Green Schools Initiative in San Francisco, Miami and the suburban Chicago area, which raised more than $650,000 worth of products and services for green projects and technologies to give a winning school in each city a “green makeover.”
Terms of the transaction are not being disclosed.