IPA rolls out Media Climate Charter

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 09, 2021, 4:56 PM UTC

The charter will help agencies actively address the carbon footprint of their media activity.

IPA has launched Media Climate Charter – a tool that will let agencies measure the carbon footprint of their campaigns. It is funded and supported by the IPA Media Futures Group and other leading IPA media agencies.

The charter’s carbon calculator would help its members effectively measure the overall emissions from media planning, buying and distribution. The carbon calculator would further enable its members to identify where they need to make adjustments to reduce their climate impact.

Apart from enabling agencies to calculate carbon emissions, the charter also provides reports and recommendations from industry initiatives such as AdGreen and #ChangeTheBrief. IPA President Julian Doughlas said, “Climate Charter members will join a community of motivated media agencies, which together can solve problems, share lessons and inspire the 10x change that we know is required”.

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