Ad Net Zero is a global initiative to support the Commercial, Creative and Communications industry in reducing carbon emissions and help them to communicate in a more transparent way with their consumers.
Here in Ireland, we are supported by IAPI, The Commercial Producers of Ireland, The Marketing Institute, The Advertising Association of Ireland, and IAB Ireland – all coming together to support reduced emissions from within our industry.
In the news
In a recent Business Post article, Abi Moran from Folk Agency spoke about the industry’s responsibility to create real and tangible change and how Ad Net Zero is the perfect platform to achieve this.
The article referred to ‘saying the quiet part out loud’, something that is echoed by everyone involved in Ad Net Zero.
The time has come to speak up and act out. That is precisely what we are here to do.
We believe that well done, is better than well said.
Welcoming New Supporters
Ad Net Zero has been growing rapidly this last 12 months, gaining momentum across the world in 4 key markets, with more launches planned for 2024!
In Ireland, we have continued to welcome more new supporters from across the industry…
Earlier this year, we were delighted to celebrate Diageo coming on board, as well as the team from DEPT agency and Irish Distillers.
Kantar Media, Empirica Agency and One Step Closer joined us shortly after, along with Powerhouse Media and cinema advertiser, Pearl & Dean
These great companies are now part of a committed movement of 90 media companies supporting our ambitions here at Ad Net Zero Ireland.
It certainly has been a busy year…!
Green Productions
In June, we were invited to the Cannes Lions Festival to showcase some of the sustainably produced ads here in Ireland, and how working with the team at Ad Green we have been able to empower our supporters in reducing carbon from every advertisement they make.
Ireland has a passionate production industry supported by the Commercial Producers of Ireland and they are keen to ramp up momentum in 2024, so watch this space!
Roadmap of Action
Looking from within Ad Net Zero, we now have 5 key pillars of action, each with a steering group, and a specific set of responsibilities.
Over this past year, we have been working with agencies and media owners, asking them to look within their own house to see what their own carbon emission footprint looks like.
They were provided with access to the Compare Your Footprint platform to help them track and measure emissions data so that they can get real information on where the gaps are within the organisation.
Reviewing the Media Process
Everything from planning, pitching, producing, printing and broadcasting of any advertising – will create a carbon footprint, and we are reviewing the full media process, so that we can establish where our carbon is being emitted, and how we reduce it.
The industry has come together to work with Ad Net Zero so that we can address these challenges together, and to set out tangible guidelines to help us with workable solutions.
Greenwashing & The Green Code
In 2023, we have talked a lot about client communication. We looked at how a brand can communicate genuine and authentic messages to consumers.
What does ‘Green’ really mean? Does Eco Friendly, Clean, Bio-degradable’ all mean the same thing? And what about Greenwashing?
At Ad Net Zero, we are working with, and supporting, the Green Advertising Code, something that all companies will be compelled to follow in their use of verified and transparent wording in their advertising messages.
We will ensure our supporters are aware of these and any other advertising standards and guidelines.
Winning Awards in London
The good news, is that we are already making an impact across the industry. Earlier this year, two of our supporters took home awards in the Campaign Ad Net Zero Awards in London!
Folk Agency picked up an award for their Vodafone Home of the Trade-in campaign and Publicis scooped the award in the drinks category for Heineken’s Unwasted Beer campaign.
Both terrific examples of sustainably led campaigns, with a clear message about recycling and repurposing.
On the ground support
But Ad Net Zero is truly about the on the ground support of our supporters.
Throughout 2023, we have run webinars, seminars on just about everything you might need to know working in the Advertising and production industry, as well as formal and informal, certified training for our supporters.
We have covered everything from how to reduce emissions from your servers and cloud storage, to our showcase session with the SAID Business school and Oxford University.
The Ad Net Zero YouTube Channel
We have had jargon busting webinars, guidelines around Scope 1, 2 and 3 emissions, and information sessions from experts about Greenwashing.
All of these videos can be found on the Ad Net Zero YouTube Channel!
Come Join Us
We would like to take this opportunity to thank all of our Ad Net Zero Supporters who have taken part in our shared agenda this year, as we look forward to working hard together over the next 12 months.
We have some busy plans for the 2024, so please reach out anytime with questions or suggestions along the way.
If you know anyone that should be part of Ad Net Zero, please send them our way so we can talk them through our plans! Email us
Until next time…The Ad Net Zero Team wishes you very happy Christmas and positive new Year ahead!
