Chris Hirst, Global CEO, Havas Creative, said: “The AdGreen initiative is such an important step forward. Without the full picture of the extent of our industry’s carbon footprint, we can’t truly begin to address how we collectively reduce it. This isn’t about a single business or group, the data we gather in this project will give us that picture, and in turn, help us play our part in solving one of the biggest challenges facing us all.”
Helen Bell, COO Unilever, MullenLowe Group, said: “We know that greater actions are needed to tackle the climate crisis. AdGreen is a significant step forward for the advertising film production industry and will make taking positive action easier. MullenLowe and IPG are delighted to be founding partners in this initiative as it will set the industry standard and help us support both our and our Client’s ambitions to make a tangible difference in this area.”
Steve Davies, Chief Executive, Advertising Producers Association, said: “While AdGreen is being established by the UK industry, it will carry data on the world’s most used locations. Much of UK ad production takes place overseas as we continue to be a global hub for production so ultimately it has the potential to become the standard for our industry worldwide which is hugely exciting.”
Kim Knowlton, IPA Production Consultant, said: “The IPA is very pleased to be supporting this cross-industry initiative because many IPA agencies and their production partners have been working with industry specialist Jo Coombes over the last couple of years to try and make productions “greener”. With the development of the Carbon Footprint Calculator, producers will be able to assess the waste and carbon emissions from advertising production and help achieve a zero carbon/zero waste future. Creative problem identified. Creative problem hopefully solved. Together.”
Seamus McGibbon, CEO, Association Of Photographers, said: “The AOP is extremely pleased to be part of this important work to ensure that our sector becomes carbon neutral. We, our members and those working in stills and shortform advertising, look forward to working with the Group and AdGreen to implement changes that have a real effect in delivering our shared ambitions.”
James Best, Chair of the Climate Action Working Group, said: “We face the biggest challenge of our lifetime but there are many ways, often small but important changes, that we can all make to tackle this challenge. We know that our industry is hugely concerned about the climate emergency and want to do everything in their power to avert it. To that end, this launch is will be the first of a series of actions we will be publishing to help everyone in our industry make behaviour changes that collectively have an important impact.”
The Climate Action workstream is a key part of the Advertising Association Council’s new responsibility agenda in 2020, following the launch of the association’s new mission: to promote the role and rights of responsible advertising and its value to people, society, businesses and the economy.