A Holiday Sustainability Story: Sometimes a bottle is more than just a bottle.

Bronwyn wasn’t looking for answers at the bottom of a bottle of wine, but with Emiliana’s Cabernet Sauvignon, she found a whole lot more than she was expecting.

Bronwyn Stoddard, LMNO’s Director of Strategy and Marketing, was in her own words, not that pressed to learn about wine marketing.  As part of her master’s degree through Northwestern she was signed up for an immersive trip to Chile to learn about the intersection of marketing and sustainability, which included a tour of the Emiliana Winery.

“It’s not that I wasn’t interested,” she said, “It’s just that wine marketing has its own set of rules and practices and hurdles that didn’t excite me.”

What she found upon touring the vineyard was more than just the grapes. Because what Emiliana does, their commitment to being an organic wine at the forefront at their industry, resonated with her. Immediately she drew parallels between their commitment to people and planet, and LMNO’s vision and values.

Why Sustainability Matters?

At LMNO, we strive to be the leader in sustainable marketing. And the result of that effort has three metrics – doing well for our people, our planet, and the profitability of our business as well as our clients. From the outside, our outputs might not look any different, but the practices and the intention behind each decision are. Some encompass all things – like a strategy that saves money, plants trees and benefits people in the area. That’s a trifecta. But sometimes, it’s recommending a media placement that requires a smaller file size – saving money and energy in the process.

Emiliana is, in Bronwyn’s words, an organic winery as passionate about their people as they are about producing an organic wine. They leaned into the organic wine making aspect because they are passionate about producing a product that is safe for their workers. They didn’t want to be just another winery that put a word on the label. They are organic because they are passionate about their people and their worker conditions.

Extras on their vineyard – olive trees, chickens, even alpacas add to the employee experience. In their case their intentions are focused on their people but have impact on their profits and planet. One focus with a myriad of other benefits.

In Bronwyn’s eyes, there is a more direct connection between marketing and sustainability. “The reason that Emiliana makes organic wine is founded in worker safety and quality of life. The reason they tell other people that it’s organic is so people have another reason to choose them over somebody else.”

She relates the subject to LMNO and the work we do, saying: “Marketing is about letting your audience know that you’re the right choice for their lifestyle, price point, and values. When we share that story, it’s because we know that people have a ton of choices–both in the wines on the shelf and their marketing partners. Emiliana and LMNO have both made a decision about how we do business, and talking about it helps other people who know it’s right for them make a choice they can have confidence in.”

Our decisions need to ladder up to one of the three p’s, but that decision is possible to pay dividends in other areas. Something for our people – saving them time can improve our efficiency and save our clients money. Conversely, something designed to save money could benefit the environment. It’s a balancing act between three strains of thought.

Leading with Purpose – Marketing Edition:

In the end, Bronwyn didn’t just leave Emiliana with a deeper appreciation for sustainable winemaking — she left with a renewed sense of what it means to lead with intention. Sustainability, at its best, isn’t a box to check or a story to tell; it’s a series of choices that ripple outward. Emiliana’s bottles may gleam like any other on a store shelf, but what’s inside — and the care behind it — tells a different story.

At LMNO, we share that same belief. True sustainability begins with people, and through thoughtful action, extends to planet and profit. Whether it’s a vineyard in Chile or a marketing agency in Canada, the impact of every decision adds up. Because sometimes, a bottle isn’t just a bottle — and sometimes, a campaign isn’t just a campaign. When purpose drives practice, everything we create has the power to do more.

This year, we’ve chosen a Novas Cabernet Sauvignon to share with our clients. Reminding us that wherever we are, we share the same sky.

Listen to Bronwyn tell her story on our podcast.