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GroupM, WPP’s media investment group, has partnered with Good-Loop, a B Corps-certified advertising platform, to decarbonise Australia’s programmatic media supply chain.
The GroupM agencies – Mindshare, Wavemaker, MediaCom and Essence – will work with Good-Loop to assess, offset and lower the carbon cost of clients’ digital campaigns.
The industry-first digital sustainability effort aims to lessen the environmental effects of clients’ media expenditures and contribute to more environmentally friendly advertising.
It expands on GroupM’s recent release of an innovative, new worldwide framework for calculating and lowering ad-based carbon emissions across all five phases of the advertising lifecycle for all formats, channels, and markets in compliance with the Greenhouse Gas Protocol criteria.
The collaboration between GroupM and Good-Loop is a component of Alpha, the company’s new sustainability strategy, which demonstrates GroupM’s dedication to influencing the media landscape for Australians in the future.
Children born before 2025 are known as Generation Alpha, which will eventually surpass all previous generations in size.
With the partnership, GroupM will become Australia’s first agency holding company to provide carbon offsetting and climate-friendly activities for Display and Online Video.
The project’s launch partners include Foxtel, NAB, and Volvo.
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Claiming responsibility for protecting Generation Alpha, GroupM Australia and New Zealand CEO Aimee Buchanan said, “There is no greater motivation than that. Digital media might not be the first thing that comes to mind, but we know that every ad and every impression has a carbon impact.”
The amount of data transfer and file size that an advertisement need has an impact on carbon emissions.
Claire Gleeson-Landry, Good-Loop’s head of investment and sustainable media, describes the partnership as a “win-win” situation that is “good for profit and good for the planet.”
Gleeson-Landry said, “Not only will this partnership enable GroupM Australia clients to measure and offset the CO2 emissions generated by their digital advertising, but they’ll also be able to refine their future media plans all while planting biodiverse trees and restoring coral reefs.”
As the first holding firm to include media emissions in its science-based reduction and net-zero targets, WPP has made the most significant commitment of any holding group to achieve net zero carbon emissions by 2030.
GroupM is working to implement the appropriate policies and procedures for its agencies, clients, and employees to lead to a more sustainable future.
The Digital Sustainability Initiative is just one part of Alpha, which also includes supply chain management, people efforts, and other goods and solutions to address scope 3 carbon contributions throughout businesses and the Australian media ecosystem.
Source: Good-Loop
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
