GroupM Agencies Work To Decarbonise Australia's Digital Media – B&T


Returning member?

GroupM, WPP’s media investment group, has announced that its agencies Mindshare, Wavemaker, MediaCom and Essence have taken another step to decarbonise the programmatic media supply chain in Australia by partnering with Good-Loop, a B Corps-certified1 advertising platform, to measure, offset and reduce the carbon cost of clients’ digital campaigns.
The market-first digital sustainability initiative is designed to reduce the environmental impact of clients’ media spend and help make advertising better for the planet. It builds on GroupM’s recent announcement of an innovative, new global framework for measuring and reducing ad-based carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.
GroupM’s partnership with Good-Loop is part of Alpha, its new sustainability strategy in Australia. Alpha represents GroupM’s commitment to shaping the next era of media for future generations of Australians. Generation Alpha is the current generation of kids born before 2025, who will become the largest generation ever. The partnership will establish GroupM as the first agency holding group in Australia to offer carbon offsetting and climate-positive activities across Display and Online Video.
Launch partners for the partnership include Volvo, NAB and Foxtel.
The partnership between GroupM and Good-Loop will mean the implementation of Good-Loop’s Green Ad Tag in GroupM’s programmatic activities for Display and Online Video. In the first stage, this allows GroupM to measure and offset the impact via Carbon Credits2. In addition, clients have the option to go beyond carbon offsetting by supporting climate-friendly activities, including reforestation, habitat protection and coral reef restoration3.
Aimee Buchanan (lead image), GroupM Australia & New Zealand CEO, said: “Sustainability is a pressing and significant concern for Australians and a major concern for businesses and brands. In our ambition to be responsible for shaping the next era of advertising and making advertising work better for people, ensuring that we make advertising more sustainable is key. We’ve launched Alpha, as a whole of business strategy because we believe we have a responsibility to take positive action for the current generation of kids – Generation Alpha4. There is no greater motivation than that. Digital media might not be the first thing that comes to mind, but we know that every ad and every impression has a carbon impact.
“Measurement is key, and ultimately, the goal is to reduce carbon emissions, but giving clients an action that helps solves for the issue is paramount. We can now offer our clients a simple solution to first measure, and then offset carbon emissions from digital media campaigns, and then move towards climate positive activities. Helping decarbonise digital media in Australia is the first step in our Alpha plan. We haven’t solved this complex issue, but we have a responsibility to explore solutions, test and learn, and continue to build and shape initiatives that demonstrate our commitment to making advertising better for people.”
An ad’s carbon impact is related to the size of the files and data transfer required. GroupM has run tests on client campaigns in partnership with Good-Loop, measuring the emissions from online display and video ad campaigns, offsetting the carbon and planting trees to make them carbon negative.
Claire Gleeson-Landry, Good-Loop’s head of investment and sustainable ,edia, said: “We’re delighted to be partnering with GroupM Australia and supporting them in their mission to make their media buying less carbon intensive and more climate-friendly. Not only will this partnership enable GroupM Australia clients to measure and offset the CO2 emissions generated by their digital advertising, but they’ll also be able to refine their future media plans all while planting biodiverse trees and restoring coral reefs. Good for profit and good for the planet. It’s a win-win.”
WPP has made the biggest commitment of any holding group to reach net zero carbon emissions by 20305, and is the first holding company to include media emissions within its science-based reduction and net-zero targets. GroupM is working to implement the right measures and steps towards a more sustainable future for its agencies, clients and people.
The Digital Sustainability Initiative is just one element of Alpha, which will also include people initiatives, supply chain management and additional products and solutions to tackle scope 36 carbon contributions across our business and the media ecosystem in Australia.
Stephen Connor, managing director at Volvo Car Australia, said: “I am personally excited by this initiative – it is so in line with our Volvo Cars commitment to being part of the solution to address climate change. Volvo aims to become a fully electric car maker by 2030 and plans to roll out a whole new family of pure electric cars in the coming years, one of the auto industry’s most ambitious electrification plans. This is part of our ambition to become a climate neutral company by 2040, as we work to consistently cut carbon emissions across our business. I congratulate our partner GroupM Australia for kicking off this ground-breaking initiative in Australia. We’re proud to be part of it.”
John Matthews, executive director, customer acquisition and media at Foxtel Group, said: “As our customers make changes to live life more sustainably it is important that brands also lead the way. We’re proud to be working with our partners at GroupM to take meaningful action by measuring, understanding, and then acting to decarbonise our media supply.”
Analytics Partners has found that 80 percent of brand messaging outperforms performance messaging – a trend that it expects to continue in 2023 amid difficult economic conditions.  The marketing analytics company analysed hundreds of billions in marketing spend to create its latest ROI Genome Insight Report, “The Marketer’s Guide to Survive (Even Thrive) in 2023”, […]
SBS continues to benefit from this year’s FIFA World Cup with 1.71 million viewers tuning in to watch Sunday’s Australia v Argentina match.  The bulk of views (1.26 million) were linear, with a further 448 000  coming in via SBS ON Demand. This match was the top-rated program – combined linear and digital – across […]
Merrick Watts fronts new Lion work. Other knockabout characters could’ve included the Honey Badger or Deborah Hutton.
Study finds 51% of Aussies addicted to their phones. B&T betting they’ve got the most irritating ringtone too.
Burgundy double-breasted suits no longer the biggest eyesore at Lowes as retailer unveils Twistie-themed range.
It’s exciting news for Melbourne radio listeners today. Well, it’s bad news if you can’t stand Charlie Pickering.
Adelaide-based Argon’s founder and studio director Jason Lehman is urging businesses to review their approach to dealing with customers after noticing an increased demand for positivity and optimism in the wake of Covid-19.   “What we’ve noticed throughout 2022 is that businesses and consumers in Adelaide have been craving positivity and optimism. With the darkest days […]
Aussie legislators again set to take all the fun out of ‘big tech’ as it probes algorithms, privacy and disinformation.
Planning on downing nine schooners at lunch purely for medicinal purposes? You’ll empathise with this gout-free read.
by B&T Magazine
This could be seen as yet more evidence of adland’s local talent war. Thankfully, the limbo war is yet to escalate.
Keep Left appear to take inspiration from the Rolling Stones for press photo. As in ‘Paint It, Black’ not ‘Brown Sugar’.
This story will probably make no sense to anyone over the age of 24. Alternatively, read it & feel instantly younger.
Thinking you probably need to work until you’re 127 to pay off your credit card debt? Make it 137 with this Amazon news.
This is a really powerful and important ad, hence why B&T is running it. Don’t worry, you won’t cry or anything.
Nothing says Christmas quite like a Coke, does it? Well, maybe a bourbon & Coke? Or, maybe just bourbon then?
Admittedly, this one’s for the art directors among the B&T readership. Of which, we’re quite sure, there are none.
MINI appearing to confirm it’s the gayest car on the road with new partnership with Sydney WorldPride 2023.
Do you love hearing super-rich, ultra-privileged white people bang-on about how hard life can be? This doco’s for you!
In its defence, the Daily Mail is the authoritative industry source on which MAFS star is up on drug charges.
Compass Studio – an independent PR and Digital Marketing agency – has bolstered their client roster and team in a sign of things to come for the sustainable and for purpose focused agency.
The Daily Telegraph declares it’s more than just bikie gang war & NRL stories with annual Bradfield Oration.
Leading independent sport and entertainment consultancy Gemba continues its growth with expansion into the European market and the appointment of Claire Kelly as General Manager – Europe.
Has a tradie’s expensive-looking ute confirmed your suspicions about their shameless overcharging? Confirm it here.
Thrive’s staff footy tipping comp thrown into chaos four months from start of season with arrival of new head of sport.
B&T continuing with its “year in review” analysis. Although “analysis” is probably a shameless oversell.
SXSW is coming to Sydney next year and eating enormous slabs of meat and wearing cowboy boots won’t even be mandatory.
Its been a good first 6 months for Flex & Froomes. CADA, the home of Hip Hop and R&B, has revealed that the Flex & Froomes podcast has now officially surpassed 1 Million downloads. Since launching just 6 months ago, the Flex & Froomes podcast has seen huge success: winning bronze at the Australian Podcast […]
Kate Meade’s neighbours set to be woken up by her car at 4am as she moves to new breakfast time slot.
There really could only be one winner of TIME’s Person Of The Year. Still, Meghan would’ve put a cat among the pigeons.
Thinking of a complete career change? B&T can heartily recommend defamation law judging by the last 12 months.
It’s certainly the conundrum of our time – keeping the pizza grease off the gaming console.
WONGDOODY has launched a new online space to share insights, opinions and trends to set marketers up for success in 2023. The site hosts 25 short reads penned by marketers and creatives from around the world, giving their insights into the trends and forces that will shape the coming year in marketing. WONGDOODY’s chief experience […]
Pinterest has dusted off its crystal ball (or data bank) to unveil its latest predictions for the key trends that will be shaping 2023.  Whilst other socials have focused on wrapping up 2022, the image sharing platform is looking to the future with its ‘not-yet-trending’ report.  Despite the alarming accuracy of its past predictions ( […]
In more favourable news for Network 10’s bottom line, its annual hairspray budget set to plummet as Peter Helliar exits.
New categories announced for Women Leading Tech. Alas, the caber toss continuing to be criminally overlooked.
by B&T Magazine
When it comes to beer ads there’s only two strategies – the humour card or sweaty men in tight shorts digging ditches.
© 2022 The Misfits Media Company Pty Limited. All Rights Reserved.
Please wait while we sign you in with LinkedIn.
This may take some time.
Please be patient and do not refresh the page.
(A new window from LinkedIn should open for you to authorize the B&T login. If you don’t see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)

Never miss a story again. Sign up for B&T’s daily newsletter now.


Leave a Reply

Your email address will not be published. Required fields are marked *