NEWS9 November 2023

GroupM to use ESG data in media planning and buying

Data analytics Media News Sustainability UK

UK – WPP-owned media agency GroupM has established an environmental, social and corporate governance (ESG) data partnership with the aim of integrating ESG insights into its media planning and buying in the UK.

small wooden cubes with green tick marks

The partnership will combine data from ESG ratings business Legacy and social impact advertising specialist Right Thing Media’s ESG insights.

Through the arrangement, GroupM will integrate the data into its current tech stack, with the data accessible to clients and media partners.

GroupM aims to use the data to incorporate ESG ratings and insights into its future media planning and buying processes. 

Carl Nawagamuwa, managing director, GroupM Investment said: “We recognise that education and understanding is our first port of call, and believe the potential to integrate ESG into our day-to-day planning and buying will have transformational impact for our clients.”

Legacy works with brands, media companies and agencies, using aggregated ESG data to allocate ratings to global media suppliers and to understand the efficiency of investment.

Right Thing sources ESG insights and data, which is used by brands, agencies, and media partners.

GroupM will also work with Right Thing Media on an education programme for its planning teams and leads, focused on managing client conversations around ESG.

The partnership is part of GroupM’s efforts to ‘decarbonise’ its media supply chain by 2030.

Nicola Jopling, head of growth strategy, GroupM UK, said: “As an industry, it’s imperative that we are considering environmental and social impact in our decision-making, and Legacy will be invaluable partners in helping us provide the necessary insight for GroupM clients. This will be enhanced by Right Thing’s media ESG insights to enable us to have the most in-depth and proactive client communications we can.”

Gerson Barnett, founder and executive director at Right Thing Media, said: “Having clarity of ESG insights, and understanding how to analyse and measure them, is the key to ensuring responsible investments within media supply chains.”