Case Study: WFA Collaboration helps create new industry standards for Carbon Measurement
Results:
The Problem:
The Media Industry needs a consistent way to measure media carbon emissions, so clients can understand and act on the impact they are having for the distribution of their marketing campaigns by buying media.
The WFA and Ad Net Zero needed a team of experts to support them in creating and delivering a universal standard to the industry.
RMA was appointed to mobilise and enable a diverse cohort of international senior stakeholders from the world's top brands, agencies, publishers and climate science experts.
The team worked with these stakeholders to write the Sustainability Quick Action Guide to launch in Cannes in 2023, creating a first-of-its-kind, industry-focused guide to enable media GHG reduction strategies.
Following this, we conducted a global audit of existing greenhouse gas reduction solutions and measurement frameworks, managing six separate working groups to create the new framework.
A combination of this audit and the subsequent output of the six working groups allowed the WFA and Ad Net Zero to create channel level metrics and methodologies. These were then ratified by climate science experts, global trade bodies, brands, agencies and media owners in preparation for the framework to be rolled out industry wide.
The Solution:
GHG Action Guide has been downloaded over 378 times by brands and agencies, putting it in the top 2 of all WFA content produced
The WFA Ad Net Zero Global Media Sustainability Framework was launched at Cannes Lions in June 2024 and garnered widespread industry support and endorsement.
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