Ad Net Zero Ireland event showcases community and collaboration
21 May 2025
Community & Collaboration was the theme of our Ad Net Zero Ireland event which took place in 1 Windmill Lane on 20th May. The morning event featured new research, innovative case studies with world-first techniques, the launch of a new sustainability focused podcast and robust panel discussion to a full house of 170 professionals from every sector of the advertising and marketing industry.
Opening the Conversation
Attendees from across the advertising, marketing, production, and media industries gathered with a shared purpose: to move from ambition to action in decarbonising the Irish advertising sector. The tone was one of urgency, optimism, and above all — collaboration. The morning began with a warm welcome from IAPI, who run Ad Net Zero Ireland with Siobhán Masterson, CEO opening proceedings followed by Kate Goldsmith, Director who moderated the event.
Keynote – Sibéal Bird, Sustainability Director Europe, Kerry Group
Sibéal Bird delivered a powerful keynote on the realities of embedding sustainability in a large multi-national organisation. She shared insights into Kerry Group’s journey, highlighting the need for clear goals, the ability to evolve and pivot and the value of leadership engagement. The work that Kerry Group are doing in this space is both impressive and ambitious, so we were delighted to have Sibéal share her experience with us.
Research launch
Chris Cashen (GroupM), Kerrie Patten (Havas Media), and Sean Higgins (Future Proof Insights) unveiled new research into the concept of sustainability benefits in re-using creative assets in the Irish advertising and media ecosystem. The research was brand new but indicated that this is an area worth exploring and the team will be continuing their work so stay tuned for more.
Innovation in Practice: A Client–Agency Case Study
Christian McAlinden (dentsu), Tara Keenan and Aiste Petraityte (Electric Ireland) shared a compelling case study that brought theory into action. The team outlined how sustainability was embedded from the outset in their major brand campaign as they used two separate data tools to achieve fantastic results. This creative look to sustainability was a world first approach and had a huge impact on the overall results.
Future proofing Ad Net Zero
Dr Max Yu, Maynooth University School of Business brought a fresh perspective to the event as he spoke about the work his BSc students are undertaking. Using real world Irish brands, they are generating new campaigns with a sustainability focus based on Action 5 of the Ad Net Zero framework. This internal-only student project gives student a chance to build their own green campaigns using real brands. The future is bright with these students learning early-on about the importance of Ad Net Zero in the advertising sector.
A New Voice for Sustainability
Colette Henry, Executive and Marketing Coach presented the launch of Pod Net Zero Ireland which is a new podcast series supported by Droga5 Dublin, Mediahuis and The Podcast Studios. This new podcast will have new episodes across the summer, with host Colette meeting a variety of people from across the sector who are on various points in their sustainability journey. They are short episodes and are designed to be inclusive, welcoming and finish each episode with some key, practical advice for listeners to action.
Industry Leaders in Conversation: What’s Next for Ad Net Zero Ireland
The final session brought together the chairs of the five action groups, moderated expertly by Ad Net Zero Ireland Chairperson Elizabeth Sheehan. The Action Group chairs are Claire Hyland (THINKHOUSE), Gráinne Dwyer (Heritage), Maura Ashe (UM), Aideen O’Neill (Verve) and Eoin Ó Súilleabháin (Bord Gais Energy). Together they discussed lessons learned over the past year, common challenges across creative, media, production, and events as well as what’s coming next — from better data to shared tools to public commitments. It was a lively, honest, and forward-looking conversation that underscored the value of collaboration.
The event proved that progress is happening — not in isolated pockets, but across the full value chain within companies of all shapes and sizes. The morning highlighted the power of community and the momentum that comes from collective effort. As one speaker put it, “This is no longer about raising awareness. It’s about getting things done — together.”
Please find some helpful links below.
Pod Net Zero Ireland episode 1:
Apple>>
Spotify>>
If you would like any further information about the event or for any of the presentations on the day please email Kate Goldsmith at adnetzero@iapi.com.
