Ad Net Zero

This week at Ad Net Zero 🤩 "We felt that climate communications is really broken." Anna Robertson, long- time entertainment producer and Founder of The Cool Down, shared how they're doing it different there, discussing how TCD came "into the climate space with a very disruptive approach to try and think about how can we do climate content differently." 🌍 One of the key popular themes amongst their 35 million monthly visitors was health; how clean living is driving more sustainable choices - from nutrient-dense food to supporting energy that enables clean air and avoiding plastics. This approach, focusing on other aspects of wellbeing rather than straight up sustainability – and all the jargon that comes with it! - can be the most effective and engaging. See snippets from the session in the trailer below, and if you're an Ad Net Zero supporter who wants to hear more from the 40+ minute webinar, reach out to the team to access the full recording. 📩 Meanwhile, Anthony Falco presented the Global Media Sustainability Framework to the MVFP Sustainability Committee, hosted by MVFP Medienverband der freien Presse der freien Presse – a key voice in the magazine sector, representing 7,000 media titles across 350 member publishers. 🌿

📢 Adoption of the GMSF v1.2 continues!   From the IPA to Scope3, the advertising industry is on a strong streak of adoption, aligning their calculators with the formulas developed by the myriad working groups behind the GMSF v1.2.   Starting October 1, Scope3 customers will be able to select from 3 frameworks for campaign and property emissions reporting, all GMSF aligned. 👏   The IPA (Institute of Practitioners in Advertising) have announced the forthcoming launch of their carbon emissions calculator for the media supply chain, developed in line with the GMSF, and complying with internationally recognised IPCC framework and Greenhouse Gas Protocol.   “Adherence to the GMSF ensures that the new IPA media carbon calculator will be robust, credible, widely usable and aligned with the direction the industry is heading." - Nigel Gwilliam, Director of Media Affairs, IPA.   ➡️ To understand the framework better, check out our GMSF guide here: https://lnkd.in/eMfvaTV5

📢 Ad Net Zero is proud to be featured in the Creative Industries Council Climate Working Group’s latest report, tracking progress one year on from the launch of the Creative Climate Charter. The report highlights Ad Net Zero as a leading initiative in sustainable advertising, showcasing how the industry is stepping up to reduce environmental impact and drive positive change. Key findings include: ✅ 86% say leadership commitment is the most important internal factor for climate action ✅ 79% took part in an industry sustainability initiative in the past year ✅ 76% have a senior figure leading on sustainability ⚠️ 34% cite capacity and skills as key barriers to progress   Learn how the creative industries are responding to the climate emergency, with insights on leadership, policy and training. 👉 Download the report here: https://lnkd.in/eAMDp2Xq Gail Caig Alison Tickell Minnie Moll Design Council Julie's Bicycle

🥧 Can a Bake-Off challenge be compared to carbon measurement? We can confirm that's a yes! As proven in our latest showcase session with Scope3 and Channel 4. Alexander Oakden's top tip for both? - "don't overpromise and underdeliver".💡 Going beyond the numbers, and beyond the methodologies, their mantra was that "Simplicity is key", and for their partnership, Scope 3 and Channel 4 started off with two core actions that can't exist without one another - Measure and Reduce. 📉 Built on these foundations, the partnership offers a broadcast industry-first advertising emissions measurement tool for its advertisers, aligned with Action 3 of the Ad Net Zero Action Plan as well as the Global Media Sustainability Framework (GMSF). Tom Patterson discussed the importance of finding "trust and transparency in a digital age" and maintaining "standout in an increasingly competitive market", while bearing in mind that their core audience ("your future customers"!) -16–25s - admitting they're "extremely worried about the climate crisis". 🌍 🤖 As an extra bonus - and because it wouldn't be a 2025 webinar without a question on AI - Alex responded to a question about AI's involvement with this and other partnerships by stating that "sustainability needs to be woven, if not the foundation, of all AI Agentic work moving forward". Hear it from the horse’s mouth via the snippets here and by watching the trailer for the session over on our YouTube - https://lnkd.in/dTwXN6Yu 📚 The full recording is available exclusively for supporters, who can access it via our Video Library or by reaching out to a member of the Ad Net Zero team.

Ad Net Zero are proud to have partnered with the United Nations Global Compact for the first CMO Blueprint for Sustainable Growth Action Lab, at #ClimateWeekNYC! 🌎 📢 Thanks to Sebastian Munden, Rachel Schnorr, John Osborn and Bill Wescott for representing the ANZ team at the event.

The Campaign Ad Net Zero Awards 2025 shortlist has been revealed! 📣 We’re excited to reveal the shortlisted entries for the 2025 Campaign Ad Net Zero Awards – celebrating the work driving real, measurable progress towards a sustainable advertising industry. 👏 Congratulations to everyone who made the list! A big shoutout to our supporters on there in particular- Impact Plus, Immediate, Pearl & Dean, Scope3, Indeed, EssenceMediacom, Spotify, dentsu, JCDecaux, Hearts & Science, Havas, VCCP, Hogarth, Cedara, Omnicom, OMD, Publicis Groupe, Born Social, Givsly, MG OMD, Responsible Marketing Advisory, giffgaff | Certified B Corp, ITV, Global, and The Guardian amongst others! From bold ideas to tangible results, this year’s entries reflect the growing ambition and creativity across our global community. Join us to celebrate the winners on 13 November 2025  👉 Book your spot: https://lnkd.in/eP22GR4J See here for the full list: https://lnkd.in/ern2Z8UP You can find the press release from Campaign UK here too: https://lnkd.in/eE5CUkE8 

🌍 What gets measured gets managed! 🛜 We’re pleased to see supporters Good-Loop & Integral Ad Science expand their partnership to bring carbon emissions measurement to each and every of their ad impressions across the open internet. This builds on their work supporting the Global Media Sustainability Framework (GMSF), helping make emissions data a standard part of media quality - alongside viewability, brand safety and suitability. 📢 As Anthony Falco, Global Media Sustainability Director at Ad Net Zero, put it: “There is a pressing need for a consistent approach to emissions calculation, and we’re delighted to see this growing industry support and adoption of the GMSF.” 👏 Congratulations to the two companies for their collaborative and forward thinking approach towards enabling transparency, accountability and climate action in media. Find the link for the full press release in the comments below.

This week at Ad Net Zero ☀️ 📺 Havas, a global Ad Net Zero supporter, has launched a first-of-its-kind campaign with EDF and ITV (a UK supporter) bringing the Sunday Saver Challenge to Coronation Street.   As part of the Every Brief Counts pilot, the work embeds sustainable behaviours into the show, supports ITV’s Climate Content Pledge, and reduces the carbon footprint of the media plan.   From branded EV chargers to smart audio targeting, it’s a brilliant example of media driving real-world change. ⚡ See more here: https://lnkd.in/eJxCM3Kz 🌿 We joined D&AD’s “How Creativity & Innovation Drive Impact” to explore how design and storytelling are accelerating environmental progress. As Cat Drew from the Design Council shared, 80% of a product’s environmental impact is determined at the design stage - a powerful reminder of the role creatives play in shaping a more sustainable future. Thank you to Kwame Taylor-Hayford, Donal Keenan, Priya Prakash, Louise Lenborg Skajem, Cat Drew, Jacqueline Wilkinson, and Robin McNicholas for the inspiration.   🧠 Alex d'Albertanson joined the judging panel for the 2025 Media Trust x MG OMD Communicating Climate Challenge, supporting 20 UK environmental charities as they tackled real-world communications briefs.   “It’s brilliant to see the 2025 Media Trust and MG OMD Communicating Climate Challenge go from strength to strength. Witnessing each team’s understanding of the charities’ unique challenges and opportunities, and how to implement media expertise to achieve them, was truly inspiring, and I congratulate all teams on their efforts.”   👏 A huge thank you to Media Trust, MG OMD, and Tim Pritchard for hosting such an inspiring and impactful session.   Next week is New York Climate Action Week! 🌍 We’ll be at The Nest Climate Campus Mainstage on Thursday at 3:45pm, where Sebastian Munden, Freya Williams and Christopher Moscardi will explore how advertising can be an unexpected ally in bridging divides and driving climate action. 📍If you're in NYC, don’t miss it. See more here: https://lnkd.in/p/eeZrE-xt

🌍 Campaign Ad Net Zero Awards - In-Person Judging Day 🌍   We’ve seen a fantastic response to this year’s Campaign Ad Net Zero Awards, with entries coming in from across 14 global markets and a 29% increase in submissions compared to last year. A demonstration that sustainability continues to be a valued and visible part of industry work.   Thank you to Google for the warm welcome and for hosting us in their London offices, and to Yves Schwarzbart for being such a thoughtful host throughout the day.   We began with opening remarks from Campaign’s Editor-in-Chief, Gideon Spanier, followed by reflections from our Co-Chairs of Judges, Sebastian Munden and Alessandra Bellini. Seb specifically noted that the quality of entries is clearly improving year on year - a sign of the times and a sign of progress.   Huge thanks to all our judges for their time, insight and commitment: Felicity McLean, Jeremy Mathieu, 🌱 Isabelle Q., Rosie Kitson, Laura Wade, Matt Bourn, Sarah Jones, Traci Dunne, James Best, Stephen Woodford, Harriet Kingaby, Hannah Mirza, Tim Pritchard, Lisa Merrick-Lawless, Karen Hamilton, Sophia Parsons, Gerald Breatnach, Kate MacKenzie and Keith James.   Online judging sessions with APAC, The Americas and EMEA kick off tomorrow then the shortlist will be announced on the 22nd of September so keep an eye out and be sure to book your spot at the awards! 🗓 13 November 2025 📍 The Londoner Hotel, London   👉 Find out more and register here: https://lnkd.in/e-b-4ziw