AdGreen Launch Carbon Calculator For Advertising Industry

AdGreen’s bespoke carbon calculator created for the advertising production community went live yesterday. More than 130 brands, advertising agencies and production companies signed up ahead of its launch to use the tool.

The tool allows production teams to measure the carbon footprint of their production so they can take active steps to reduce it as part of Ad Net Zero, the UK advertising industry’s plan to reach net zero by the end of 2030.

AdGreen, part of the Advertising Association, seeks to unite the advertising industry to measure and understand waste and carbon impacts and empowering them to act. It has received backing from adam&eveDDB, APR, Google, Havas UK, MullenLowe, Publicis Groupe UK, Sky, WPP and Unilever.

The tool’s design saw input from Unilever, adam&eveDDB, Havas UK & Havas Studios and Biscuit and was designed by Alchemy Digital and developed by BAFTA Media Technology Limited. The tool is free to use as the project is funded by the AdGreen levy – a 0.25 per cent charge on production spend, paid by participating advertisers.

Sebastian Munden, chair of Ad Net Zero and EVP and general manager, Unilever UK and Ireland, said: “As an industry, we have to take responsibility for the carbon emissions involved in advertising production activities and take rapid steps to reduce them.

“The AdGreen carbon calculator is a brilliant tool for every ad professional involved in the process of producing ads – we will be embedding its use into production of Unilever ad productions going forward. I urge everyone to register for the tool, collect the levy and embed the use of a carbon calculator like this in their working practices.”

Planned developments include bid process functionality and a reporting dashboard.

AdGreen will be showcasing the calculator at the Ad Net Zero Global Summit on 3 and 4 November and are also hosting free webinars over the coming week for those interested in finding out more about the calculator.