AdGreen’s carbon calculator goes live with 130 registered users

AdGreen’s carbon calculator, specially designed for the ad production industry, goes live today (September 29), with over 130 brands, ad agencies and production companies registered to use the tool .

Sebastian Munden, executive vice president and general manager of Unilever UK & Ireland, and chairman of Ad Net Zero, urged the advertising industry to use the carbon calculator, explaining that Unilever brands would put it into practice in their processes of production.

“The AdGreen Carbon Calculator is a great tool for all advertising professionals involved in the ad production process,” he said. We will incorporate its use into the production of Unilever advertising productions in the future.

“I urge everyone to sign up for the tool, collect the tax, and incorporate the use of a carbon calculator like this into their work practices. As an industry, we need to take responsibility for the carbon emissions associated with advertising production activities and take swift action to reduce them. “

Created with support from Unilever, Adam & Eve / DDB, Havas UK, Havas Studios and Biscuit, AdGreen claims the calculator will allow production service companies to collaboratively measure the carbon impact of their projects and identify the most carbon-producing activities. A tailor-made tool for the advertising production industry, it was developed by Alchemy Digital and BAFTA Media Technology, the duo that created the Albert carbon calculator for the film and television industry.

The calculator works by allowing anyone working on a project to enter information on four key areas of production: travel and transportation; energy and fuels; materials; and catering. This allows users to get an idea of ​​the carbon impact of their production. The tool will also allow production teams to create draft carbon footprints for projects and reduce unnecessary emissions at the procurement and planning stages, before impact is caused.

Jo Coombes, Project Director at AdGreen, said: “If we are serious about achieving net zero, we need to start measuring and understanding our carbon impact. The information generated by this tool will help companies make informed decisions about internal reduction targets. and become more carbon literate in the process.

“Not only that, but draft footprints can be created at the script stage, which will allow creative teams to see if they inadvertently have emissions in their scripts. Likewise, it means that clients can see the carbon data. about the work they do, commissioning and making informed decisions at the procurement stage.

Free at the point of use, the calculator project is funded by the AdGreen Tax – a 0.25% charge on production expenses, paid by participating advertisers and collected by their agencies before being transferred to AdGreen on a quarterly basis. .

AdGreen is supported by a consortium of companies including Adam & Eve / DDB, APR (Advertising Production Resources), Google, Havas UK, Havas Studios, MullenLowe, Publicis Groupe UK, Sky, WPP and Unilever. The need to track, measure and reduce the carbon emissions involved in advertising production is a critical part of Ad Net Zero, the UK advertising industry’s plan to achieve net zero by the end of 2030.

Over the next week, AdGreen will be hosting a series of free webinars to provide more information on how to use the carbon calculator. In addition, the AdGreen carbon calculator will be showcased at the Ad Net Zero World Summit on November 3-4, for which participation is free.

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