IPA (Institute of Practitioners in Advertising)’s Post

"If your company uses one of the world’s largest advertising agencies to tout its emissions reductions or promote breakthroughs in climate tech and clean energy, it’s time to ask questions about their client lists." It's great to see this message breaking out of the ad-industry only space, and come to light in other publications around climate action. The outsized-role that the advertising industry has played in facilitating the climate crisis by enabling the fossil fuel industry to kick-the-can down the road is unquestionable, and why I've become as passionate as I have been about the Clean Creatives movement (and why I'm an ambassador for them). If you control the ad or marketing budgets for your company and are concerned about the climate crisis (and especially if you're touting any sort of action on sustainability), it's really time to evaluate who's getting that message out for you; what they're doing with the insights that they gather from your work, and if they're actively working with others that are going against your mission. Thanks Heather Clancy for including me in this, and as always to Duncan Meisel and Kate Ogden for their continued leadership around this. #cleancreatives #bthechange #climateaction #protectourwinters https://lnkd.in/ewZEmXUt

Seriously?! It’s 2024, and there are still agencies (and creatives) working with fossil fuel companies. The F-List from Clean Creatives is out, and some of the biggest names in advertising are still cashing in on climate destruction. How is this even still a thing? We should be way past this by now. Check out the report and see who’s keeping this toxic industry alive: https://lnkd.in/gNNZrJqv

Make every ad a sustainable one. Covering everything from how ads are made and distributed to the behaviours they promote, this is an essential resource for advertising professionals to accelerate change in the face of the climate crisis. Get your copy here: https://bit.ly/3Iau3AM #SustainableAdvertising #SustainableAdBook #Advertising

Creatives for Climate are drawing their line and rallying for the right side of history. Check out how they are disrupting the 20th century fossil fuel narratives and choosing Net Zero! Comment below if you know of other professions recommitting to ethics and challenging business as usual - aka “let’s pass the problem down to Gen Alpha mentality.” #climatechange #climateeducation #climatesolutions

Perhaps adland should also look within itself and consider the carbon footprint of programmatic practises. Especially that high double digit numbers of impressions are pure fraud about which something is readily doable. Agencies and brands drive the demand with their now proven ignorant buying model of max impressions at min CPMs. The problem here is of course the fact that it is only the brands that suffer, as they pay the bill. All others in the supply chain benefit and pay little heed to either the wastage for their clients, let alone the carbon footprint of their practices. Reducing fraud and other forms of wastage by 50%, and more depending on buying path mix, is doable right now, with zero negative effect on business outcomes and positive effect on sustainability. The key? Rely not on legacy analytics services that tell only a fraction of the malpractice. Use new-era tools as provided through Truthsets.Online. Identifying the garbage is easy and very quick. Your free trial will do this. And taking steps to clean up flows quickly and seamlessly for anyone committed to a better future. As a minimum, ask for a free benchmarking trial with zero obligation. And see just how much upside your campaigns have. www.truthsetsonline.com [email protected]

Can you trust advertising platforms? Not always. Ads from reputable brands next to climate misinformation can give credibility and cash to harmful narratives, delaying climate action. Ad platforms must weed out bad actors, and advertisers must ensure their ads don't support harmful content. That's part of Harriet Kingaby and Conscious Advertising Network's mission - to break the link between ads and harmful content.

In November of 2020, the UK advertising industry launched Ad Net Zero... but, what progress has been since then? In MediaCat’s search for Ad Net Zero’s progress they asked us: “How can the ad industry achieve net zero?" It’s a question that resonates deeply with Creatives for Climate as we’ve developed actionable steps that both individuals and agencies can take Read our response below and access the full article below 👇 #creativesforclimate #creativityforgood

I believe that my fellow branding and marketing professionals in Indonesia will also concur. With an expected 48.9% share of total ad spend in 2023, FMCG is expected to outspend all other categories in Indonesia. While they encourage people to buy more and more, there's an opportunities to educate people about sustainability, there's an opportunities to convince industry to adopt circular economy, but greenwashing are also a real possibility, all through this fast-moving consumer goods phenomenon. Then what should we do to achieve the net zero? By actually working together, as Creatives for Climate clearly states, we can achieve net zero.

🎉Thanks to everyone who participated in our poll on the hidden environmental costs of video ads! 🤔As a reminder, our question was as follows: On average, what portion of a 30-second ad's carbon footprint comes from viewers watching it for less than 2 seconds? 📊The votes are in, revealing the correct answer: On average, over 70% of the emissions generated by a 30-second ad come from viewers watching it for less than 2 seconds. That’s because the entire video loads even if only a portion is watched! This trend is often observed when campaign objectives do not prioritize view rate, or when forced view formats are not utilized. Sometimes, this inefficiency exceeds 90%, even for 15-second formats. 👀 Capturing attention in the first few seconds is crucial — and we're not the first to say it! By ensuring that every second in our videos counts, we not only minimize unnecessary emissions but also align with users’ attention spans. This entails creating videos that immediately grab attention and prompt action, adhering to media best practices and engaging audiences effectively. 💡Let's use this knowledge to fuel our commitment to sustainability. Together, we can drive change in the digital sector and reduce our carbon footprint! #DigitalSustainability #VideoAds #CarbonFootprint #Sustainability #DriveChange

Big thanks to the team at The Media Leader incl. Omar Oakes for publishing this op-ed from myself and co-author Sebastian Munden which shares more about our new book, Sustainable Advertising, including a look at commercial media's vital role in a sustainable future.    As the impact of climate change becomes ever more real, we ask how media owners can identify whether the advertising they carry is in support of a sustainable future. How can the industry encourage a drive to compete for an ever greater share of ad revenue from sustainable products and services?   Leadership in this area is already being demonstrated by the likes of ITV, with the opportunity for the sector to do much, much more to help support the shift to a more sustainable way of life.   https://lnkd.in/eJme_SN9