Advertising Businesses' Own Operations:
all companies who become Ad Net Zero supporters commit to curtail their carbon emissions, principally by reducing travel, fossil energy use and waste.
Many leading businesses have already set their own ambitious corporate targets. Ad Net Zero exists to support and accelerate these, by developing and supporting industry-level solutions. Practical steps to take and tools to adopt are outlined in an Ad Net Zero report which can be found at adnetzero.com.
all companies who become Ad Net Zero supporters commit to curtail their carbon emissions, principally by reducing travel, fossil energy use and waste.
organisers to build sustainability criteria into awards and plan events to minimise their carbon footprint.
advertisers, agencies and production companies commit to measuring and reducing their impacts with the support of AdGreen or a similar production carbon calculator.
agencies and clients commit to harness the power of their advertising to promote more sustainable consumer choices and behaviours.
media agencies commit to work with their clients to develop lower carbon media plans.
Made up of leaders who want to actively shape the industry’s direction on the Ad Net Zero plan. Meeting bi-monthly and recognised in all Ad Net Zero communications as the leaders of the Ad Net Zero initiative.
These groups meet around once a month to share ideas on actions to reduce carbon emissions in specific areas and help shape Ad Net Zero’s plans by participating in the working groups on the key actions as these are established.
This training, built using the IPA’s highly successful online learning platform, is a foundation-level course designed for all advertising industry professionals, from brand teams to sales teams in media owners, right through the supply chain of advertising and marketing services agencies. The course is around 6 hours long, comprising 5-6 modules covering the basics of sustainability, the Ad Net Zero action plan and the role of all advertising professionals within it, the development and challenge of a brief for a sustainable advertising campaign and the rules around greenwashing. The course will draw on elements from Ad Net Zero, AdGreen, the ASA and the Purpose Disruptors #ChangeTheBrief, providing opportunities to extend learning further through additional deep-dive courses. There are plans for a US and French version in the future
We plan to introduce something similar in the US in 2023
John Osborn, former OMD US and BBDO New York CEO, has been appointed to lead Ad Net Zero USA and help grow its supporter base as the world’s advertising industry responds to the climate crisis. This follows the announcement this summer at LIONS to roll-out Ad Net Zero internationally, a decision backed by the world’s major advertising agency holding companies, dentsu, Havas, IPG, Omnicom, Publicis Groupe and WPP, along with Unilever – one of the world’s largest advertisers, global tech companies, Google and Meta, plus European media company Sky. John’s appointment and the development of the Ad Net Zero USA chapter is also supported by USA trade bodies, ANA, 4A’s and the IAB, the WFA representing global advertisers, European and global agency associations, EACA and Voxcomm, and the IAA. Further support comes from national trade associations ISBA, IPA and Union des Marques.
John’s remit will be to build on the commitments made by the Global Group to adopt the Ad Net Zero 5-point action plan into its US businesses, driving systemic change in the way the industry works and through the work it makes. John’s appointment comes with an open invitation to US companies to join a chapter focused on specifically addressing the challenges and opportunities in the US ad market, which represents around 40% of the world’s advertising spend.