The impact (not at all trivial) of the advertising industry on the environment is increasingly in the spotlight. For this reason, and in order to reduce that impact. GroupM has joined forces with some of its clients to cut the wings on carbon emissions. Emanating from the placement and consumption of advertising. The founding members of the so-called Media Decarbonization Coalition are GroupM. Its agencies EssenceMediacom, Mindshare, MSix&Partners and Wavemaker. The clients of WPP subsidiary Audible, AXA, Bayer, Danone, Deutsche Telekon, L’Oréal, Mars, Paramount. Sony and Tesco. The brands that are part of this coalition invest around 10 billion dollars in advertising throughout the globe.
Anchor itself in standards that are the same for everyone
Although the coalition is currently made up solely and exclusively of GroupM clients. Other brands are also invited to be part of the Media top industry data Decarbonization Coalition alliance. This coalition was created with the objective of establishing a common framework for measuring carbon emissions generated by advertisements that can be applied on different platforms. Publishers and media providers. Media Decarbonization Coalition is an alliance that was born inspired by the Global Alliance for Responsible Media (GARM) , which came to light in 2019 spurred by some of the most important agencies and brands in the world with the ultimate objective of improving “brand safety” in the advertising industry.
To reduce emissions it is necessary for the advertising industry
Last July, GroupM proposed a global framework to address carbon emissions in the advertising industry. Members of the now-formed CE Leads coalition will now test that global framework with the ultimate goal of gaining more recruits in the advertising industry. “The most important and immediate step we can take to address the climate crises is to align around single standards for measuring carbon emissions,” emphasizes Kieley Taylor. Global head of partnerships at GroupM. The coalition will review and support its members’ efforts to reduce carbon emissions in advertising and share learnings from other companies’ sustainability activities.