ACA, AANA & MFA Commit To Supporting Global Ad Net Zero Initiative In Australia

ACA, AANA & MFA Commit To Supporting Global Ad Net Zero Initiative In Australia
B&T Magazine
By B&T Magazine
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Advertising Council Australia (ACA), the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA) have today announced their commitment to supporting Ad Net Zero in Australia – a global initiative to drive advertising’s response to the climate crisis.

Ad Net Zero was launched in the UK in 2020 and is spearheaded globally by the World Federation of Advertisers and the Advertising Association, IPA and ISBA in the UK, with a collective vision to address climate change and reduce carbon emissions across the industry.

Overnight at the Cannes Lions Festival, leaders from some of the largest companies and associations in the world’s advertising industry announced their intentions to apply learnings from the UK and roll out Ad Net Zero internationally to major markets, including Dentsu International, Havas, Interpublic Group, Omnicon, Publicis Group and WPP.

The three Australian associations will meet in the next month to discuss an industry-wide commitment to the principles of Ad Net Zero and an appropriate action plan, working in partnership with ad sector associations globally.

AANA CEO Julie Flynn said: “The only way to address climate change is through collaboration and a shared vision, and that’s why we’re supporting Ad Net Zero in Australia. In line with the new Australian Government’s commitment to increase Australia’s 2030 emission reduction targets, our industry is ready to play its part.”

ACA CEO Tony Hale (lead image) said: “Agencies across the industry have already taken steps to work more sustainably and we welcome their efforts. The Advertising Association in the UK has done a brilliant job in mapping the path forward. I am confident the industry will work together to apply the principles to the Australian marketing, media and advertising landscape.”

MFA CEO Sophie Madden said: “Ad Net Zero is a strategic and comprehensive program that provides advice, education, training and collaborative opportunities for ad industries to achieve carbon neutrality by 2030. However, more needs to be done collectively. The MFA and its members are keen to steer the industry forward on this issue with the right tools and resources.”

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