GroupM Introduces Global Framework For Media Decarbonisation

GroupM Introduces Global Framework For Media Decarbonisation
SHARE
THIS



GroupM has introduced the approach it will take to measure and reduce ad-based carbon emissions using a newly developed global carbon measurement framework.

The framework is an innovative, new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.

The establishment of a globally scalable approach to carbon measurement is a major step GroupM is taking to deliver on its commitment to decarbonise its media supply chain by 2030, as announced by WPP in April 2021. It provides the parameters, data inputs and methodology necessary to power what we believe to be the industry’s most robust global carbon calculator, which will be available to GroupM clients later this year and will allow media planners to map the total carbon footprint of advertising campaigns from development to delivery.

“Our clients want to prioritise media investment with publishers and platforms that are actively decarbonising their media supply,” said Christian Juhl (lead image), GroupM’s Global CEO. “While we applaud the many steps taken to quantify ad-based carbon emissions in recent years, having different standards across companies, platforms, and markets is delaying meaningful action. By sharing this global framework, we hope to begin aligning our industry behind a consistent set of standards that will create clear goals and incentives for rapidly decarbonising the media supply chain.”

Jérôme Amouyal, media performance insights director, AXA said: “We have seen that our industry has an increasing number of calculators, but not an aligned reduction plan. It is important that we as a collective get behind a robust, actionable solution that accelerates decarbonisation. We believe that market approaches such as GroupM’s will lead the way in educating, informing and enabling vital change in the industry. We’re looking forward to working with them to have the right framework to inform our future buying decisions.”

To develop its decarbonisation framework, GroupM worked with independent specialists in carbon measurement and incorporated input from clients, industry partners, third parties, and experts across GroupM and WPP. In addition to providing standards and processes for measuring carbon emissions, the framework also outlines steps advertisers can take immediately to accelerate their decarbonisation efforts. These include buying fewer but higher-quality ads, cutting the complexity of the supply chain by reducing intermediaries, and buying low-carbon media products.

To encourage the establishment of industry-wide standards for carbon measurement across channels and formats, GroupM will make the methodologies and processes supporting its new framework available to industry bodies and organisations committed to decarbonising the media supply chain setting a target approved by the Science Based Targets initiative (SBTi).

Sebastian Munden, Chair, Ad Net Zero, said: “Action 3 of the Ad Net Zero action plan is all about getting the whole industry to the point where we can accurately track, report and therefore reduce the carbon footprint of all media channels. This is no easy task, especially as we scale the efforts of Ad Net Zero globally. We would need an agreed standardised approach that works for all parts of the ecosystem: advertisers, agencies, media and tech. This move by GroupM is hugely welcome, and a very timely development to help deliver those aims. Through the new Ad Net Zero Global Group recently announced at Cannes Lions, we will explore how this approach can be scaled right across the industry.”

The details of GroupM’s media decarbonisation framework are summarised in Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media Decarbonisation, a report published by GroupM today. To download the report and learn more about GroupM’s global framework for media decarbonisation and WPP’s wider net zero commitments, visit GroupM.com and WPP.com.

Please login with linkedin to comment

Christian Juhl GroupM WPP

Latest News

Why Are We Still Banging Our Heads Against The Glass Ceiling?
  • Media
  • Opinion

Why Are We Still Banging Our Heads Against The Glass Ceiling?

In this guest post, Azadeh Williams, the founder and managing director of AZK Media. Candidly shares with B&T how she’s gone up against the glass ceiling and what she has learned. Williams (main photo) has consistently been recognised as B&T’s Women in Media and Women Leading Technology. She’s a force within the industry, with a […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]

We Are Social Names Susie Hogarth As Global Head Of Cultural Insights
  • Technology

We Are Social Names Susie Hogarth As Global Head Of Cultural Insights

We Are Social is bolstering its cultural insights offering with the promotion of Susie Hogarth (lead image) to the role of global head of cultural insights. Hogarth, the former senior research and cultural insights director for We Are Social UK, takes over the global role from Lore Oxford who has left the company. Hogarth will […]

Blockheads Rejoice! The Official Block Podcast Is Here
  • Media

Blockheads Rejoice! The Official Block Podcast Is Here

In the wake of The Block returning on Sunday night, 9Podcasts has announced the launch of The Official Block Podcast, hosted by Shelley Craft. The new production will run alongside the 18th season of The Block, in which five teams must each build a 500-square metre homestead, with a room reveal every Sunday night. The […]

Behaviour Change – Expecting The Unexpected
  • Marketing
  • Partner Content

Behaviour Change – Expecting The Unexpected

Here's pro tips for brands looking for behavioural change. Could possibly also work on lazy, cleaning-phobic partners.

Partner Content

by B&T Magazine

B&T Magazine
TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022
  • Media

TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022

The first major exhibition of advertising and communication design in the NGV’s history, The Rigg Design Prize 2022 highlights the creativity underpinning the work of eight leading Australian-based agencies. For the exhibition, each agency will develop a suite of campaign assets – including billboards, street posters and moving image – to celebrate how creativity can […]

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market
  • Marketing

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market

After 11 months of quietly building up their new business Queen Charles, Alex Carr (pictured, left) and Jon Kelly (pictured, right) have finally found enough time to launch their brand and experience consultancy to the wider market. Based in Sydney, Queen Charles aims to help businesses of all shapes and sizes consistently stand out and […]

Michael Bass Named New Chief Trading Officer For Dentsu APAC
  • Media

Michael Bass Named New Chief Trading Officer For Dentsu APAC

Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]