Summer Fest 2025: A Celebration of Local Advertising and Sustainability!

Museum für angewandte Kunst, Wien, Österreich - On a splendid summer evening, the Austrian advertising industry gathered at the Salonplafond of the Museum of Applied Arts (MAK) for a vibrant summer festival, showcasing camaraderie and creativity within the field. This year’s celebration, organized by the Digital Advertising Team at willhaben under the leadership of Jochen Schneeberger, was a delightful affair that perfectly encapsulated the motto: „Will Sommer, will Party, will Werbung!“ Hundreds of clients and partners enjoyed a relaxed setting where they could exchange ideas and commemorate successes.

Adding to the festive atmosphere was a lively soundtrack provided by DJ and saxophonist Peter Sax, which kept spirits high throughout the night. A particular highlight was a skills competition named „Will Treffen!“, featuring a bean bag target-shooting game that awarded five fantastic prizes, including a Puch Jungmeister Super and a Furla Metropolis handbag. Impressively, all prizes were second-hand items sourced from the willhaben marketplace, showcasing the commitment to sustainability that many are striving for in today’s advertising landscape.

Celebrating Sustainability

Reflecting on the growing importance of sustainability in advertising, it’s notable that willhaben has achieved ÖkoEvent certification from the City of Vienna for the third consecutive year. This certification stands as a mark of their commitment to eco-friendly practices, paralleling a broader industry shift where sustainability has emerged as a critical concern. According to the IAB Europe’s State of Readiness Report 2025, sustainability ranks as the second most significant challenge facing the advertising sector, following performance measurement.

In fact, 61% of respondents to this report prioritize reducing greenhouse gas emissions, while 82% lament the absence of industry standards that could help streamline sustainable efforts. More companies are now actively implementing sustainability goals, utilizing audits and tools to better measure and reduce emissions linked to their advertising activities. This transformation reflects a promising trend where marketing is being recognized not merely as a promotional avenue but as a powerful vehicle for endorsing sustainable practices.

Collective Responsibility in Marketing

As highlighted by Bitkom, marketing can play a pivotal role in promoting sustainability by highlighting a business’s sustainable practices or products. However, it’s crucial that these marketing messages stem from genuine commitment, rather than superficial attempts at greenwashing. Companies must ensure their sustainability claims are backed by tangible actions and measurable outcomes.

With the digital marketing landscape evolving, organizations are urged to adopt sustainable practices within their campaigns. This includes measuring and managing CO2 emissions, employing sustainable advertising materials, and enhancing collaboration across industry initiatives. Moving forward, businesses must bridge knowledge gaps through communication and training to fully embrace their responsibilities towards sustainability.

As we raise our glasses to the successes and camaraderie shown at the summer festival, we also look toward a future where the advertising industry continues to prioritize sustainability and collective responsibility. After all, in this dynamic field, there’s something to be said for working hand in hand for a greener tomorrow.