New sustainability tools unveiled
- Jun 23
- 1 min read
Ad Net Zero, the not-for-profit climate action programme for the global advertising industry, has published its largest update on sustainable tools to date, including the third edition of its Global Media Sustainability Framework (GMSF). This is alongside the launch at Cannes Lions today of ‘Every Brief Counts’, a science-backed toolkit to help creative, strategy and brand professionals enhance advertising effectiveness by featuring more
sustainable behaviours and actions in the most appropriate way. The GMSF will help track emissions from 95% of global media spend, calculated with a consistent framework in line with carbon accounting and industry best practices.
Sebastian Munden, Ad Net Zero global chair, said: “This is a milestone moment for Ad Net Zero as we deliver two key tools to support sustainable changes to the way we work and the work we make. The data is clear and evidence is growing — sustainable advertising delivers commercially through greater effectiveness, smart efficiencies and waste reduction.” Flavien Taquet, marketing, communications and transformation director, Renault Group, added: “The GMSF helps us move into this new era by giving us a common language to measure media impact across markets. It allows us to standardise reporting in line with industry standards and speak with one clear voice.”
Lisa Boyles, head of go to market and media, giffgaff, said: “Responsible and sustainable marketing is at the core of the giffgaff brand and we were proud to take part in the ‘Every Brief Counts’ pilot, which allowed us to demonstrate this commitment alongside key partners.
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