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The Delta Group, Europe’s premier visual communications specialist delivering dynamic award-winning multi-channel marketing services to brands, retailers, and studios across the globe, today announced the acquisition of FEREF, the original entertainment marketing agency, responsible for creating content for the world’s leading film, TV and toy companies since 1968. The strategic acquisition will accelerate The Delta Group’s multi-channel proposition for Film, TV and Gaming clients, adding Creative and Content Creation capabilities to Delta’s existing expertise across print, creative, digital, social, and experiential activations.

From its origins, FEREF has been responsible for creating original film posters for iconic UK and US films such as GET CARTER, STAR WARS and JAMES BOND, evolving into a full-service advertising agency working with SKY, Disney, Sony Pictures, Marvel, Lucasfilm, Universal and Amazon Prime. More recently, the agency has delivered highly successful advertising campaigns for Mattel, Spotify and Sony Music.

FEREF principals Andrew Warren and Graham Hawkey-Smith will continue to lead the FEREF agency proposition, working closely with The Delta Group’s MD of Film, Entertainment and Gaming, Danni Murray, combining best-in-class creative talent and services from both organizations. FEREF will retain its brand identity, whilst operating as a Delta Group company.

Danni Murray, The Delta Group’s MD of Film, Entertainment and Gaming, said: “Combining FEREF’s unrivalled reputation for Creative in the entertainment sector with The Delta Group’s existing expertise across print, creative, digital, social, and experiential, will change the way campaigns are delivered in this sector.”

Andrew Warren, Managing Partner of FEREF, said: “FEREF has always maintained its reputation as a top tier creative agency specialising in entertainment. Joining The Delta Group instantly enables FEREF to offer more integrated, one-stop solutions, providing exceptional, high-quality and elevated end-to-end campaign services for our premium client-base.”

Mike Phillips, Executive Chairman of The Delta Group added: “Bringing an agency with the expertise and reputation of FEREF into The Delta Group means we have delivered the next stage of Delta’s growth strategy we developed under Danni Murray. This includes a focus in supporting our respective clients with their prioritisation on sustainability and ESG practises through our award-winning Delta Net Zero programme. Most importantly, we are in the best possible position to deliver increased value to our clients across film, game, music, toys, retailers and brands to create more interactive, engaging, and personalised customer experiences that deliver success.”

The Delta Group was able to support Paddington Arts in a unique local project in the Paddington area of London recently. British Land campus Paddington Central hosted the finale exhibition. Local art organisation Paddington Arts worked with three local Primary Schools and introduced over 300 children aged 9 to 11 to the world of photography and collage. The project aimed to encourage children to explore their environment and gain inspiration from people, places, and nature.

As part of the project, the children went on a photowalk in the surrounding area, taking pictures based on shapes and colours chosen by each group. They then selected their favourite photographs and used mixed media to create individual and group collages.

Artist Gail Astbury curated the exhibition, using the collages to create giant printed panels for display. As a specialist printer and point of sale manufacturer, Delta was pleased to provide the printed posters for the exhibition and connect with the local community.

The exhibition is on public display at 2 Kingdom Street in Paddington Central and runs to April 14^th 2023. It was opened by the Lord Mayor of Westminster Hamza Taouzzale, on March 22nd. The artwork on display provides a unique glimpse into the local neighbourhood from a child’s perspective, showcasing the children’s creativity and imagination.

Steve Shaw, Director of Paddington Arts, said: “It was great fun working with all three schools. The Photowalk was an opportunity for the children to explore their local area, and take photos of shops, buildings, people nature, animals and their friends. The children learned that focus and technique, combined with imagination and creativity, is the recipe for achievement and success for any aspiring artist.”

Parents who attended the exhibition also provided positive feedback, commending the project for its creativity and passion “Thank you all for your fantastic artwork, creativity and ‘colourfulness’. A real joy to see our area through a new lens!”

Paddington Central is home to many well-known businesses including Microsoft UK, Vodafone and Visa Europe.  Paddington Arts were a recipient of the inaugural Paddington Central Community Fund. You can find out more at: https://www.paddingtoncentral.com/community-fund

The Delta Group supports a number of community initiatives.

In pursuit of further positive change for the planet, I’ve heard some common myths and misconceptions throughout my career, both in the workplace and in my personal life. We must break these.  False information risks preventing people from taking those crucial steps to help lower their carbon footprint.

There has been an abundance of short-termism showcased by businesses who see ESG as a marketing and profit prospect. The result of which has created a new phrase in the English lexicon; greenwashing.

So together, lets debunk some of the most common myths that I’ve heard, starting with:

Myth 1: ‘Carbon-offsetting is a short-cut to tackle global warming’

Carbon neutral and net-zero carbon[1], are terms that have been used widely over the past few years. Many businesses commit to ambitious targets which encompass carbon neutrality and net-zero emissions by a target year.

It is a fairly transactional process, once you track/report your emissions you can simply contact a broker to arrange offsetting the equivalent into an environmental project.  Most commonly these tend to be tree planting or investing in renewable energy, depending on the total amount invested, businesses can claim carbon neutrality via this transaction.

This is where the misconception lies. On the pursuit of sustainability, there’s no short-cuts. Simply paying a fairly minimal financial cost to gain sustainability achievements is not enough. The fundamental issue is that companies have invested in environmental projects but still maintained or even increased, their carbon footprint.

To avoid the risk of greenwashing and show an authentic pursuit of climate reduction, it is vital to show that greenhouse gas emissions have been reduced as much as possible and all avenues of climate reduction have been explored and actioned.

Myth 2. Hybrid vehicles are ‘greener’ than non-hybrid cars

The technology behind hybrid cars is the same and in the case of cars like the Honda Civic, there is definitely good mileage. The same technology applied in hybrid trucks and SUV’s, however, is no better than a non-hybrid. In fact, some hybrids may use more gas than a non-hybrid car and produce more pollution.

A 2020 study from Transport & Environment found that because Plug-in Hybrid Electric Vehicles (PHEV’s) are heavier than gasoline cars, they consume more fuel.

This poses a dilemma for potential plug-in hybrid buyers. They want to reduce their carbon footprint while retaining the ability to drive longer distances than an EV allows on a single charge. But it’s precisely long-distance driving that reduces the environmental benefits of PHEVs.

Myth 3. Is digital more environmentally friendly than paper?

This question resurfaces often and prompts a wide discussion of interest to me. We hear frequently “go paperless, save trees” but is that really the case? The answer is; it depends. To evaluate this accurately we have to consider and report on all of the different carbon contributors associated with digital.  The materials, usage, waste, energy, where the materials are being transported from, to name a few.

Since the advancement of technology, I’ve heard the argument that digital is more environmentally friendly than their historic paper counterparts. However, when considering the hidden product lifecycle of digital, from production through to usage to product disposal, this significantly increases the carbon footprint of electronic devices. Considering the supply chain of digital appliances, in particular the scope of locations that materials are transported to/from this may well exclude digital as the more environmental option. Additionally, in support of paper, it does have the potential to contribute carbon storing whilst digital is limited in this respect.

In 24 hours, globally we send 500 million tweets, 65 billion WhatsApp messages, 294 billion emails, generate 4000 terabytes of data on Facebook and search the web 5 billion times. Keeping all that digital information flowing, data centres globally are already devouring 2% of the global electricity supply – and that’s predicted to rise to 8% in the next ten years. Taken together, the cloud-based technologies that drive modern mass communications are also accounting for 2% of global emissions, which leaves a carbon footprint just as big as the airline industry.

Whereas, the pulp, print and paper industry accounts for 1% of global greenhouse gas emissions, which makes the sector one of the lowest of all industrial emitters – half the emissions generated by those data centres. Additionally, the paper industry now plants three times more trees than it cuts down each year, working hard to maintain and increase forest and woodlands around the world, with an area the equivalent to 1500 football pitches being planted every day.

The debate between digital and paper is context dependent in a two-fold way, the manufacturing conscious decision-making has a great impact on the overall sustainability of the final product, for either parties whether digital or paper. It doesn’t have to be an “either/or” choice anyway – there should always be a place for both print and digital marketing in any campaign.

Myth 4: Plastic is the problem

On the route to achieve zero waste and further sustainability across all channels, our inclination may automatically go towards eradicating plastic. It’s commonly assumed that in order to be more sustainable, one must eliminate all plastic from our buying habits. However, this is a very aspirational goal to achieve, considering our reliance on many types of plastics and the limited sustainable alternatives available in-market which deliver a similar quality finish, cost, and market availability.

Many of our day-to-day products still contain plastic, so phasing this material will be an uphill journey. That doesn’t mean you can’t cut down your plastic consumption in the places that make sense for you. Whether you are reading this from the perspective of a business or as an individual that would like to adopt sustainable changes to your household, there are a variety of ways to lower your plastic usage. Purchasing your products in bulk, will lower the amount of plastic packaging being used, use refill stations in your local community (if you’re a business, consider offering refill stations), cut out disposable products from your purchasing habits, bring your own reusable bags, bottles, boxes etc.

Depending on your purchasing habits, from my experience some types of plastic ensure further longevity of the product than say paper for example. So, we face a dilemma do we chose a material that is more harmful for the environment, but its lifecycle far outweighs its counterparts i.e., paper. Or do we choose a more sustainable material, but we know its lifecycle will be far shorter and may need changing each month. Where possible, when facing this dilemma, I’ll choose a material that focuses on longevity. My favourite being rPET, which emits 79% less carbon emissions than its virgin counterpart and significantly reduces plastic waste in our water ways whilst employing thousands of workers in developing countries.

Myth 5: Recycling Is Easy

At times, different countries, cities, boroughs, councils, and waste collectors have different capabilities on what they can or cannot recycle, solely based on location. Recycling facilities and the desire to recycle our waste is becoming embedded in our daily personal and professional lives. However, with so many municipal recycling programmes, there is a lack of knowledge on what can be recycled. There is currently just under 200 recycling emblems used worldwide, with so many ‘instructions’ its not a surprise that people find it challenging to understand the meanings behind the emblems. Exploring, the complexity of plastics; there are several types of plastics that can be recycled but many kerbside collectors are not able to recycle. For the plastic material that is recycled, it often requires a high energy expenditure to melt it and make it suitable for reuse into new plastic products. Also, many products made from recycled plastic also require a use of virgin plastic into order to retain the durability of the material.

For household waste, left over particles of food can contaminate the recyclability of the material placed in the outdoor recycling bin, it will then contaminate the recyclability of all materials in the said bin, rendering all contents to be non-recyclable. So, whilst recycling is most definitely a great practice that all businesses and households should consciously enforce, its importance to educate yourself on understanding recycling emblems, your waste collections capabilities and how to avoid contamination.

The most effective solution would be to reduce our dependence on plastic as much as possible. And in areas where we cannot reduce our plastic consumption, exhaust the avenues on how we can reuse that material. Where possible, I’d always encourage exploring other options of disposing your waste before recycling. Here at The Delta Group, we offer a take-back initiative where some of the materials that our customers may find difficult to recycling, we will collect and send back to our suppliers to re-introduce that material back into the production chain. Additionally, we also explore how we can repurpose the products at its end-of-life to donate to local causes.

Myth 6: ‘luxury goods aren’t sustainable purchases’

Having worked in fashion for some years, we’d often conduct consumer feedback sessions. A common perception that I noticed- from consumers, was the belief that premium or luxury goods were not believed to be as sustainable. Historically, some luxury brands have come under scrutiny for their minimal efforts regarding corporate responsibility and sustainability.

However, due to the financial resources that many luxury brands have, they can command more enhanced supply chain management, and have a more transparent overview of the conditions under which products are created. Quite often, hiring thousands of local high-skilled artisans to produce a high-quality product.

Patek Philippe is a good example – the slogan they use for their watches is: “You never actually own a Patek Philippe. You merely look after it for the next generation.” To buy something that will last for generations, is in fact very sustainable. It’s the opposite of the use-and-throw-away mentality that we so often see from lower price ranges.

If you think about the long-term value, happiness and meaning of the products before you rush to buy them, the world and environment will be better for it.

Myth 7: ‘A single individual’s choices cannot make a dent nor difference’

A most common misbelief that I’ve heard is that a single person’s action cannot make a difference. Imagine if all the individuals in a single country felt that way and acted upon it. It would be catastrophic, we would see the socio-economic impacts on our local biodiversity, agriculture, health, and many other areas. We all have a responsibility to drive forward the agenda of sustainability and protect the planet.

This journey starts with education and awareness, there are many great toolkits available to help you start this journey of action and awareness. If you’re a corporate, create an internal working group and ask your stakeholders for ideas and start with tackling those ‘easy wins’. From a household perspective, hold your local council accountable and ask what they are doing for the local environment and explore how you can get involved. Green living is essentially based on six principles: eco-friendly homes, clean transportation, water stewardship, proper disposal of waste, green energy, and sustainable and healthy food.

By making small changes in our purchasing habits i.e., buying quality products instead of quantity, to ensure that product has a longer lifecycle will help. Along with, recording and reporting your carbon footprint and setting realistic science-based reduction targets. Lastly, collaborate with like-minded people and organisations to share resources. There are so many resources available, take advantage of them and share with others.

[1] Carbon offsetting is an environmental investment where emissions generated are balanced out by environmental initiatives by absorb or sequester the equivalent emissions, with the support of the business.

The driving force behind any socially positive activity at Delta is our people. Their sense of community is what inspires them to gather together and act for change. As an organisation of community driven people, we are continuing our commitment to the Delta Net Zero people strategy this World Environment and World Ocean’s Day.

World Ocean’s Day (8^th June) supports a collaborative effort from people and organisations around the world in the conservation of our oceans. Approximately 10 million tonnes of litter end up in the world’s seas and oceans every year. Plastics, more particularly plastic packaging waste such as beverage bottles and single-use bags, are by far the main type of debris found in the marine environment. Source: EEA

Additionally, World Environment Day (5 June) is the biggest international day for the environment. Led by the United Nations Environment Programme (UNEP) and held annually since 1973, the event has grown to be the largest global platform for environmental outreach, with millions of people from across the world engaging to protect the planet. It is a global platform inspiring positive change.

Team members across Delta wanted to gather and help rid their local environment of litter, destined to pollute the local area, endanger wildlife and contaminate our waters in honour of World Environment and World Ocean’s Day.

Groups from Delta Ireland, Melksham and London gathered together across 3 days .Between all of the groups, 35 hours were spenton the clean up.15 Delta volunteers gathered 25 bags of rubbish from local waters and land.

Delta Melksham, Matthew G said “It was a good exercise that gives you a sense of achievement and pride in helping protect your local green spaces and community”. And Gavin D. said “It’s amazing the amount of litter that can be found in a relatively small area. Scary to think how much is scattered around everywhere else. Time very well spent!”

Delta Ireland’s Connor Callinan said:  The Dublin Teams picked rubbish in the nearby picturesque  Malahide Estuary which is  designated a Special Area of Conservation  SAC. The team were  amazed at the range of items  they  collected as it ranged  from plastic bottles to car parts such as oil pumps. They  could really appreciate first hand the negative impact that this would have on the local ecosystem”

Jason Hammond, Delta CEO said: Seeing the difference this activity made to a heavily polluted area I see everyday was really rewarding, and doing it as a team was the cherry on the cake. I’m proud that taking care of our community, is a value shared by many at Delta and I look forward to seeing the positive impact this has.