At EffWorks 2020 Caroline Davison, Managing Partner and Sustainability Lead at Elvis and Ben Essen, Global Chief Strategy Officer, Iris, posed the question of whether there is a ‘missing measure’ in our examination of advertising effectiveness to date – analysing and tracking the carbon impact of our work.
In addition to this, the IPA’s Head of Events sits on the working group for change through awards and events, which is working on introducing sustainability criteria for all awards in the industry, as well as best practice for events (both face to face and virtual).