IPG Mediabrands’ Post

💚 Happy Friday! Lots of tools, resources and learnings coming out of this week... 📢 We are delighted to share the IPA (Institute of Practitioners in Advertising)’s Sustainability Toolkit Launch – the IPA's new blueprint for sustainable action within our industry.  Agents of Change provides practical advice and best practice from industry specialists, a toolkit for agencies looking to kick start or accelerate their journey on the road to sustainable business and a wealth of other resources and case studies: https://lnkd.in/gKKMW6CV      🌏 It’s been a busy week for Ad Net Zero, thank you to the @Neverland team, @tom Trevelyan, Anna Jackson, and Sadie Quinn for having us in their lovely Shoreditch office, presenting Ad Net Zero’s mission to a variety of teams. The presentation was followed by a great discussion around both client expectations in the sustainability space and how our creative work can represent sustainable behaviours.  🌱 A big thank you to Sky Creatives, for giving us the space to present our Townhall, presented by @Elle Chartres UK Director. We also delivered to them an Ad Net Zero X We Are AdGreen Training Session alongside Sophie Broadbent. This session had a great turnout and for any of our supporters interested in training please reach out for more info! Next week... 🤓 A reminder that next week Ad Net Zero US will be at Climate Week New York! We’re excited to engage in key discussions about the next steps in sustainability. Find out more here and reach out to the team if you’d like to meet throughout the event: https://lnkd.in/eMj3QCk6   🏅 And finally, the brilliant entries from the Campaign UK Ad Net Zero Awards have been judged this week, by the panel of expert judges! We are excited to announce that the shortlists will be revealed next Monday, the 23rd. #campaignadnetzero #adnetzero #climateaction #agentsofchange #theipa #ipa #advertising

How a focus on sustainability can drive creativity

The advertising industry stands at a pivotal moment. With WFA's #GARM and Ad Net Zero's Global Media Carbon framework on the horizon, we're given a unique opportunity to shift from debating methodologies to concentrating on what really matters: reducing emissions. This is our chance to craft a universally supported framework that drives the right actions. Read my thoughts in Ad Age: https://lnkd.in/du5Snswz

Too much talk, too little action. I loved this podcast with Maya Colombani and David Kepron. Maya bravely called out the corporate marketing "bullshit" and provided real examples of how L'Oréal is taking action. She emphasized they are starting with humility, curiosity and transparency. L'Oréal are approaching sustainability and social impact as a “laboratory for good” embracing an experimental approach to learning, that as a scientist I highly value. They are transparent about weaknesses, e.g. which products don’t have the optimal carbon footprint. Limitations are also a key part of our scientific publication process. They are curious about what will work. This is how we start with a research question and hypothesis. They are also not afraid to admit what they don’t know and are collaborating with others with more expertise. In team science we recognize that we often know a lot about one topic, which makes us unafraid to ask about what we don’t know, and to respect the knowledge that others bring. Importantly L’Oréal have a 360 degree approach to their beauty products, they are committed to natural ingredients and empowering those in the supply chain, including providing education for the children of frontline workers, through a collaboration with an NGO. She also spoke about women being more impacted by climate change (14%), and that investing in women as agents of change could create greater impact because women tend to share their resources with their family and community more. L'Oréal are also investing in regeneration of forests on land and sea. Again admitting what they don’t know about this process, and partnering with indigenous community experts. When David asked about how they are managing their warehouses, Maya’s response really piqued my curiosity. We sell self esteem, she said, what if in future that is not from a product stored in a warehouse? Imagine if L'Oréal invested in a network of coaches who help people with their self esteem, from within as well as from a bottle! At the end of the discussion, they talked about mindset and changing habits, through feeling good about our actions or developing empathy. Maya recognized that fear as a motivator is not likely to work, our science confirms this. And while stories can help generate empathy, I would like to add some behavior change science to the discussion. To close the intention action gap we need to develop confidence, skills, and get support through social learning and social support from our peers. So that our efforts follow those before us and are reinforced by those around us. Peer learning collaboratives can support new habits and can be disseminated at scale, in the workplace and in communities. Learning from each other is a thing of beauty! I appreciate what I learned from Maya. #socialimpact #sustainability #socialscience

Agreed with Cristina Tazza point. Sustainable issues shouldn't be solely the concern of those who care about sustainability; they are a common problem that affects everyone. We need to adopt a stance similar to Steve Jobs' approach to computers - making sustainability accessible and inclusive for all, not just a select few. Just as Jobs made computers user-friendly for everyone, not just programmers, we need to make sustainability a mainstream priority.

Great session on sustainability in creative ops with Natalie Brewster, Cat Long (We Are AdGreen), Seb Royce FRSA (Nuevo), Amy Goodman (@Spark Studios) and Mandy Cayford (Sky Creative). Given that we, the creative industry, are not sweating our existing assets enough - as 50%+ of most organisation's content is not locatable - we are needlessly commissioning new productions that contribute harmful carbon emissions to the environment - when we can be maximising and repurposing existing content! 70% of content produced is never used, and $5.5Bn is spent on wasted content annually. MedialakeAI can provide a window into your content world and assist you in finding every asset, anywhere so you can be kinder to the planet! With this in mind, couldn't agree more with the key message that we all need to encourage a circular economy. #CreativeOpsLDN

Check Out NXTLVL, Ep. 66: "Responsibly Sustainable: The Only Way To Do Business," with Maya Colombani, now live on vmsd.com! Maya Colombani is passionate about people and the planet. As the Chief Sustainability and Human Rights Officer of L'Oréal Canada, she works tirelessly on shifting mindsets in corporations, suppliers and consumers regarding environmental challenges, climate change, social protagonism and human rights. Maya believes that sustainability and social responsibility should be at the center of all of the decisions we make. In this episode Maya and host David Kepron deep dive into corporate responsibility, policy and practice and fostering a sustainable future.

It’s a new world we’re all living in. One in which sustainability and a commitment to the environment take precedence for many people. It’s also a world where sustainability is prioritized and marketers and brands will have to act accordingly. The era of media sustainability is here and we’ll all need a framework to adapt to it. #Media #Marketing #Technology #Sustainability #BusinessTransformation

✍New article on Digilah: By Estelle Reale In the world of changing climates and deciphering sustainability, a carbon measurement and management solution for the online and offline #advertising industry. #leadership #technology DK The Women in Programmatic Network University of St Andrews #linkedin LinkedIn #marketing #sustainability

💡Ever wonder what powers the curiosity of marketers in the vibrant world of sustainability? 🌿 It's not just about "going green" - it's embracing a mission that transforms brands and consumer behavior. 😶🌫️As marketing specialists, diving into sustainability reveals how profound, sustainable practices can elevate our brands and foster a genuine connection with our audience. 🧶Let's explore together how sustainability can be the blue thread in our storytelling tapestry. 🔮What sustainability practices have you integrated into your marketing strategies? Share your stories below. Let's inspire and learn from one another! 🌍 #SustainabilityInMarketing #Nachhaltigkeitsmarketing #DigitaleNachhaltigkeit #DigitalerAktivismus #Klimaschutz