Posted on 11th September 2020

UK Advertising’s climate action working group launches AdGreen

Congratulations to AdGreen for setting a new standard for zero-carbon / zero-waste Ad production!

The Climate Action Working Group, led by the Advertising Association, has launched AdGreen, a new initiative to unite the advertising industry to eliminate the negative environmental impacts of production.

AdGreen is backed at launch by adam&eveDDB, APR (Advertising Production Resources), Havas, MullenLowe, Sky, Unilever and WPP, along with the support of the Institute of Practitioners in Advertising (IPA), the Advertising Producers Association (APA), the Association of Photographers (AOP) and Incorporated Society of British Advertisers (ISBA) who will be coordinating member participation.

It will be led by industry specialist, Jo Coombes with support from strategy advisor Tricia Duffy, and is a strategic partnership with albert. Following the learnings of albert, AdGreen will provide tools, services and expertise to the entire UK advertising production community from 2021, enabling all advertising professionals to improve the way campaign assets are produced for a better climate future.

We are delighted to support the formation of AdGreen and share both our tools and learnings from the TV and Film Industry. I have no doubt that the advertising industry will embrace the challenge that lies ahead with the same energy and creativity that we have seen from our Consortium and Affiliate members.

— Kevin Price - COO BAFTA, Chair of the albert Consortium

AdGreen launches with two clear aims: to measure advertising production carbon footprints
allowing the project team to understand which activities have the biggest impact, and to empower the industry to reduce emissions and to act for a zero carbon / zero waste advertising industry.

AdGreen will also be offering a Carbon Footprint calculator, similar to albert’s, as well as specialist training, a renewable energy buy-in scheme, and later, certification and a high-quality offsetting scheme, for the advertising community in the UK.

All advertisers, agencies and production companies looking to find out more about AdGreen should register their interest at its website.

We want to build a futureproofed, carbon literate workforce, giving us the opportunity for the highest creative ambition with the lowest carbon impact. Ultimately, 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.

— Jo Coombes, Industry Sustainability Lead, AdGreen