(1) Fortune
Toyota/Lexus has consistently, cleverly, and tirelessly spent an estimated $100,000,000 to make "hybrid" a household word. The Japanese juggernaut...has a secret weapon: a small but powerful nonprofit organization, the Environmental Media Association
Based in Los Angeles, EMA is single-handedly responsible for getting droves of celebrities into Toyota hybrids. EMA also played a key role in placing the top execs at the major Hollywood agencies - William Morris, CAA, Endeavor, and ICM - behind the wheels of hybrids.
EMA's board is an entertainment industry who's who: Pierce Brosnan, Blythe Danner, Ted Turner, and DJ AM, among 52 others. NBC Entertainment president and EMA director Kevin Reilly says, "Toyota's been a good partner - they realized they needed to make hybrids sexy; we helped." Jim Wiatt, CEO of William Morris and owner of a Saturn Vue Green Line hybrid, says, "Toyota was smart. The entertainment industry plays a leadership role in this country. It's about being able to demonstrate good values." ========== (2) Environmental Media Association
The Environmental Media Association (EMA) mobilizes the entertainment industry in a global effort to educate people about environmental issues and inspire them into action. ========== (3) Al-Kiq Yu'rass
Like we NEED to be "educated" by a bunch of airhead celebrities? HA!