Blue Commercial Charter
Since 2022, RMB has placed sustainability at the heart of its strategic development. The 'Blue' brand brings together all the actions and initiatives of our agency in this field. At the core of this project, the Blue commercial charter provides a framework that puts advertising at the service of advertisers already committed or willing to invest in ecological and social transition. Transparency, innovation, and responsibility guide this evolving model designed to maximize the brands’ engagement in society.
A Charter That Makes Sense
At RMB, advertising is not just a visibility tool. It becomes a powerful lever for actors already committed or wishing to actively engage in sustainable actions. Carbon footprint reduction, circular economy, social inclusion, and more: we activate all our managed media to highlight brands that wish to make a difference.
Discover the details of our vision and sustainability-focused initiatives in the Sustainability / About Blue section.
It is within this framework that RMB has developed its Blue commercial charter. It is based on six specific commitments:
- Minimize the ecological impact of campaigns
- Reduce ad waste advertising, notably by limiting campaigns with too high repetition or favoring use of underused media spaces
- Ensure blue safety of screens by ensuring ad message-context alignment and guaranteeing quality content without misleading claims or irresponsible behavior portrayals
- Highlight actors involved in sustainable transition
- Raise awareness within our content agency Slice and its external partners about environmental and societal challenges
- Inspire the entire advertising ecosystem to collectively build more responsible communication focused on a sustainable future
Three Concrete Action Areas
The Blue charter is structured around three operational axes:
- solidarity advertising, making screens accessible to the most committed actors.
- positive advertising, highlighting advertisers engaged in the transition and delivering messages related to one of the 17 UN Sustainable Development Goals (SDGs).
- optimization of advertising narratives, supporting brands to enhance the credibility and relevance of their messages.
Each of these axes creates concrete opportunities to combine commercial performance with better ecological and/or societal impact. Explore projects like Blue Minutes (solidarity advertising) and Blue Brand (positive advertising) to inspire your campaigns. Visit ourSustainability / Blue Guidance section to find the support that best suits your needs.
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A Trusted Partnership
Choosing RMB means teaming up with a media sales house that goes beyond traditional advertising, offering a truly responsible media portfolio that actively supports the sustainability transition. From TV and radio to cinema and digital, every channel becomes a powerful platform for advertisers who recognize the importance of embedding sustainability into their brand DNA.
It’s more than a tactical move—it’s a strategic choice. Your values resonate with an audience looking for meaning, and together we create advertising that doesn’t just sell a product, but inspires, engages, and drives real change.