Action 3: Curb Emissions from Media Planning & Buying

Speakers: Laure-Sarah Labrunie, Media Lead, Nestlé; Kieley Taylor, Global Head of Partnerships, Managing Partner, GroupM; Stephen Woodford, CEO, Advertising Association; Fiona Lloyd, Global Client and Brand President, Carat

Suitable For: Producers, Creatives, Media Planners & Strategists

Summary:
Advertising leaders discuss the efforts to understand and report the carbon footprint of their advertising and marketing services campaigns.

Key Take-Aways:

1. Decarbonise the media plan: work closely with creatives and media agencies to build a greener media plan and collaborate with media owners to identify carbon hotspots in the supply chain.

2. Synthesize the media budget and deliver on all the communications objectives that clients need within a defined client carbon budget.

3. Open-source your technologies and methodologies for carbon calculations, so the industry can progress further, and faster.

4. Develop a pre-competition measurement: share best practices and establish a common measurement to reduce carbon emissions on media plans.

5. Reconsider KPIs that increase carbon footprint when measuring your success.

Session Length: 25 minutes

You can watch the full session here.