Advertising sector launches environmental scheme

The AdGreen initiative, launched by a climate group led by the Advertising Association, Isba and the IPA, will offer tools and services to the ad production industry from next year.

It aims to measure the carbon footprint of producing adverts to give project teams information on which activities have the biggest impact, with the objective of reducing the industry’s emissions.

The scheme is a strategic partnership with albert, a Bafta-led sustainability project for the TV and film industry. Initial resources will include a carbon footprint calculator, training and a renewable energy buy-in scheme. 

Jo Coombes, industry sustainability lead, AdGreen, said: “AdGreen means everyone producing advertising work will be able to capture and understand their own footprint data; advertisers and advertising agencies will be able to compare that to anonymised benchmarks.”

Adam&eveDDB, APR (Advertising Production Resources), Havas, MullenLowe, Sky, Unilever, WPP, the Advertising Producers Association (APA) and the Association of Photographers (AOP) have signed up to support the initiative.