The charter will also provide guidance, research and recommendations supporting other initiatives such as AdGreen and #ChangeTheBrief, which will also aim to lower agencies’ carbon impact. Climate Charter members will join a community of motivated media agencies, which together can solve problems, share lessons and inspire the 10x change that we know is required," he added. "W e can’t succeed acting alone – we need fully committed industry-wide coalitions that drive the change we need to see. The science is clear and that the solution requires every single one of us to respond and transition.
IPA President Julian Douglas said, "The calculator sets the pathway for sustainable transformation to a zero-carbon future. This industry-wide initiative proposes action on 5 fronts The tool has been developed to address five areas outlined by the cross-industry initiative, called Ad Net Zero. These include Hearts & Science, Carat, MindShare Media, Essence Global, Goodstuff, Havas Media Group, Initiative UK, iProspect, MediaCom, Starcom, The7Stars, MGOMD, OMD, Zenith, PHD Media, Spark Foundry, Wavemaker, The Kite Factory, UM, and VCCP Media. Top UK agencies that are responsible for over £7bn in 2020 media billings have signed up to use IPA’s tool. The tool is created by the members of the IPA Media Climate Action Group including The7Stars’ Anuschka Clarke, Mindshare’s Rob McFaul, Mediacom’s Helen Brain and Pauline Robson, PHD’s Frith Hofmeester, MGOMD’s Tim Pritchard, Havas MG’s Tony Mattson and Rapport’s Jack Monaghan.
The calculator or the tool enables its member agencies to measure the overall emissions from media planning, buying and distribution and know where they need to reduce carbon running clients’ campaigns impacting climate.
The IPA has launched ‘Media Climate Charter,’ a tool designed to help agencies/marketers measure and accordingly reduce the carbon impact of their media plans.
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