Sustainability is becoming increasingly important in the media industry. Depending on individual company factors, media activities can account for between 5 and 40% of an organization’s ecological footprint (source: ANZ).
However, in a data-driven media landscape, it has been challenging to define a standardized method for measuring emissions. When using tons of CO2e as a unit of measurement, there was no common basis. In practice, over 30 different calculation methods with different formulas, factors, and data sources were used (source: ANZ). This lack of consistency in defining a baseline challenges the development of comprehensive comparisons and the ability to derive actionable recommendations.
This is where the Global Media Sustainability Framework (GMSF) comes in. The GMSF is the first voluntary industry standard designed to promote transparency, accuracy, and traceability for carbon measurement in media. The GMSF was developed with various industry stakeholders, including marketers, advertising companies, and agencies, including Omnicom Media Group who contributed valuable practical knowledge to the process through its Sustainability Unit.
GMSF1.2 was released at the 2025 Cannes Festival. Following the launch of version 1.0 the Cannes last year, this extended framework provides information for all media channels, enabling an omni-channel approach, building on the original framework where only the formula and data hacks for calculating digital channels were available,
The global skin care company Beiersdorf is now working with OMD and OMG Sustainable Solutions to put the standardized approach to carbon measurement into practice. Beiersdorf decided to be a first mover and use the GMSF to calculate its digital channels first and then expand it to all channels with the extended version 1.2. This makes them one of the first to turn the voluntary industry standard into practice on this scale.
Within the project scope, Beiersdorf’s media activities in ten selected markets, which reflect significant spend, variety of media channels and different regions across the globe, will be recorded to determine the status quo in terms of emissions. Based on this, reduction options will be identified to achieve measurable progress in reducing emissions in media planning in the future.
The project is a consistent step for Beiersdorf as the company has set ambitious science-based climate targets as part of its holistic Sustainability Agenda CARE BEYOND SKIN. The company thus recognizes both its responsibility and the opportunity to transform towards a more sustainable future: to add its media activities now as a part of its holistic transformation.
Agata Frank, Global Category Manager Media at Beiersdorf, is convinced: “The transparent calculation of emissions from our media activities is the next logical step for us in taking responsibility for sustainability holistically. The first measurement results show a positive correlation between low emissions and qualitative, also efficient media. The framework offers us new opportunities to identify practical optimization potential for reducing emissions based on a uniform baseline.”
OMD, as lead agency, and OMG Sustainable Solutions, with its expertise in the performance-oriented combination of sustainability and media, are also satisfied:
- Birgit Rohrsen, OMD Managing Partner Client Service/Global Business Lead: “The collaboration on this project is a good example of what can be achieved when shared beliefs are the driving force. The positive feedback from everyone involved shows that we are on the right track with Beiersdorf to incorporate sustainability aspects into our planning in a data-driven and measurable way in the future.”
- Stephanie Scheller, Managing Partner, OMG Sustainable Solutions:
“Innovative initiatives such as the GMSF create valuable opportunities for collaboration toward a shared objective. The discussions with the Beiersdorf and OMD team were marked by strong engagement, keen interest in the approach, and meaningful dialogue regarding the future potential of the project. The exchange fostered a dynamic transfer of knowledge, reinforcing the collective commitment to ensuring the project’s success and the adaption of the GMSF.”
The results of the analysis of all digital campaigns already provided important insights for everyone involved:
- Detailed, transparent reporting at channel level allows the quality of contacts to be reflected, thereby creating shared added value in terms of communication goals and emissions reduction.
- Careful analysis of various factors allows even small levers to be identified that support a clear, future-oriented strategy for reducing emissions.
- The GMSF changes the requirements for stakeholders such as advertising companies, marketers, and agencies by demanding and promoting in-depth knowledge transfer for understanding complementary data collection.
- It facilitates transparent analysis of the data points and methods used, thereby strengthening the trust and credibility of the results among all stakeholders.
- The GMSF assists companies in complying with current and future legal requirements, such as CSRD reporting obligations for Scope 3 emissions, by providing a sound and standardized basis.
Ad Net Zero, the official publisher of the framework, which coordinates both the publications and working groups for further development, is also confident.
Anthony Falco, Global Project Director says “Companies like Beiersdorf, together with forward-thinking agencies such as OMD and OMG Sustainable Solutions, are realising the potential of more accurate and comparable estimation to drive change. Voluntary industry solutions like the GMSF rely on active stakeholders to generate valuable insights for development so that we can make real progress on greenhouse gas reduction.”
After all, every theoretical solution lives in practice from the fact that there are companies that courageously forge ahead and break with the status quo.
