MediaCom's Carbon Calculator

Agency: MediaCom

The biggest challenge our future faces is climate change. We all have a role to play in tackling it, including the media industry.

There are carbon emissions associated with every media impression delivered, which we must work together to reduce. As a first step at MediaCom, we developed the industry-first Carbon Calculator to measure the carbon emissions associated with media plans, which we then used to help our clients offset and, in the longer term, are working with the industry to reduce. The first media plan this was used on was British Gas; the campaign “This Is What Sustainability Looks Like” demonstrates how British Gas can make net zero achievable.

We shared this calculator not just with GroupM, but with the rest of the industry via the IPA Climate Charter, of which we are a founding agency.