The IPA’s Media Futures Group (MFG) has today issued a call to media agencies to commit to its Climate Charter to accelerate zero carbon transition for the media agency industry.
The Charter forms a key strand of a five-point plan set out by the Advertising Association’s Ad Net Zero report, published today (18 November 2020), in response to the urgency and scale of the climate crisis caused by CO2 emissions.
The IPA MFG Climate Charter maps out initiatives that are specific to how media agencies can reduce their carbon footprint, as well operational best practice for reducing the impact of doing business and some measures that are universal for all the advertising industry to adopt, such as #ChangeTheBrief and AdGreen, described in the AA’s Ad Net Zero report.
The Charter was developed by the Advertising Association’s Media Agency Climate Action Group that formed just after the announcement of the wider working group and consists of members from Mindshare, Mediacom, the7stars, Manning Gottlieb, Rapport and PHD Media.
The two specific media agency initiatives currently under development are a carbon calculator for media plans and a showcase of sustainable media owners:
We very much believe that this Charter will act as a critical first step towards transitioning the media industry to a carbon-zero future, and that the collective power of multiple media agencies coming together will enable the industry to affect positive and sustained change more quickly and holistically.
Says Chair of the Media Agency Climate Action Group, Mindshare’s Rob McFaul: "The Climate Charter demonstrates the high level of collaboration needed by the advertising industry to respond to the climate crisis. Manning Gottlieb, Mediacom, Mindshare, PHD Media, Rapport, and 7Stars have modelled a way of working that sits at the heart of the Charter. We have come together to transcend competition on the 'bigger than self' issue of the climate crisis for the benefit of everyone.
"The Charter sets out the initial foundations for media agencies to demonstrate their commitment to climate action and strives to prepare media agencies for a 1.5°C world. It is our ambition, as more agencies step into their responsibilities and join the Charter, that the industry will accelerate its transition to a zero-carbon future."
If you are a media agency interested in finding out more about signing up to the Charter, contact the IPA’s Director of Media Affairs Nigel Gwilliam.