The agency then offers its clients the opportunity to engage in what are called “positive climate actions”, such as reforestation, habitat protection and the restoration of coral reefs.
These activities are designed to remove more carbon from the atmosphere, rather than simply offset the carbon generated by the ad campaign.
Volvo, Foxtel and NAB have already joined the initiative.
Volvo Car Australia chief executive Stephen Connor said he was personally excited about this, as it is “so in line with Volvo Cars’ commitment to be part of the solution to tackling climate change”.
“Volvo aims to become a fully electric car maker by 2030 and plans to roll out an entirely new family of purely electric cars in the coming years,” he said.
“This is part of our ambition to become a climate-neutral company by 2040, as we strive to consistently reduce carbon emissions across our business. I commend our partner GroupM Australia for launching this groundbreaking initiative in Australia. We are proud to be part of it.
Ms Buchanan acknowledges that the problem is complex and by no means a solution, but wants to take action to create change and have a positive impact on the planet.
“This is an initiative within a larger plan that we call Alpha,” she said.
“Alpha is the next generation of children born between 2010 and 2025…there’s nothing more uplifting than thinking about how we’re leaving the planet in a better place for our children.”
GroupM claims it is the first agency holding group in Australia to offer carbon offsetting, and what it calls climate positive activities through display (ads on websites) and online video. line as standard practice.
Ms. Buchanan suggests that brand sustainability is just the next evolution of discussions the advertising industry has had over the past decade.
“It was brand safety, then it was brand appropriateness, then it was brand responsibility. It’s brand sustainability – that’s the next part of this conversation, and each customer’s appetite and engagement will be different,” she said.
“In the same way that we were talking about brand safety – some advertisers did or did not want to be on channels because of the associated risk – it’s the same degree of variable here. Our job is not to force them to go one way or the other, but to provide them with the data and information needed to make that decision and the opportunity to do something about it.
GroupM’s parent company WPP has pledged to decarbonize its own operations by 2030, and its “scope 3” emissions, or indirect emissions, by 2025 – which include emissions generated by the viewing public. advertisements on all screens.
GroupM’s global chief innovation officer, Krystal Olivieri, told the Cannes Lions International Festival of Creativity last month that more than 98% of WPP’s carbon footprint is classified as Scope 3, with 55% coming from of media buying.
“It’s WPP’s biggest carbon output ever,” she said.
In what is quickly becoming an arms race in the advertising industry, GroupM last week unveiled its Carbon Calculator, which is actually an algorithm that calculates an advertisement’s carbon output.
The agency group, which is responsible for more than US$63 billion ($90 billion) in annual media investment worldwide, has partnered with four leading consultancy groups to build the calculator and develop a methodology that the agency says should be adopted as an industry standard. . The calculator will be available for Group M customers at the end of this year.