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Most ad agencies worth their salt are up for a challenge. But the greening of automotive racetracks is up there in terms of degree of difficulty.
Such is the task facing the Dallas office of The Integer Group, a unit of Omnicom Group’s TBWA that has been hired to promote an effort to get U.S. racetracks — and their vendors — to use paper made from sugarcane instead of trees.
A handful of tracks use the new paper, known as bagasse, in their food and beverage containers, according to Grant Parsons, CEO of Cane Goods Marketing, a consultancy in Beavercreek, Ohio, that seeks to expand the domestic market for bagasse.
Cane Goods is working with BertinGroup, a company in Brazil the produces bagasse, and 15 tracks in the U.S.,
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