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NEWS: UK Advertising's Climate Action Working Group Launches Adgreen

9 September 2020


We are delighted to announce our partnership with a new climate action initiative - ADGreen who are working towards a new standard For Zero-Carbon and Zero-Waste Ad Production.

Pulse Coors Light Fresh

Pulse Coors Light Fresh

September 9, 2020, London: The Climate Action Working Group, led by the Advertising Association in partnership with ISBA and the IPA, has launched AdGreen, a new initiative to unite the advertising industry to eliminate the negative environmental impacts of production. AdGreen is backed at launch by adam&eveDDB, APR (Advertising Production Resources), Havas, MullenLowe Group as part of IPG, Sky, Unilever and WPP, along with the support of the Institute of Practitioners in Advertising (IPA), the Advertising Producers Association (APA), the Association of Photographers (AOP) and Incorporated Society of British Advertisers (ISBA) who will be coordinating member participation. It will be led by industry specialist, Jo Coombes with support from strategy advisor Tricia Duffy, and is a strategic partnership with albert, the BAFTA led sustainability project for the TV and Film Industry. Following the learnings of albert, AdGreen will provide tools, services and expertise to the entire UK advertising production community from 2021, enabling all advertising professionals to improve the way campaign assets are produced for a better climate future.

Biscuit IKEA TonightIsToSleep

Ikea - Tonight is to Sleep


AdGreen launches with two clear aims: to measure advertising production carbon footprints allowing the project team to understand which activities have the biggest impact, and to empower the industry to reduce emissions and to act for a zero carbon / zero waste. It will offer a carbon footprint calculator incorporating global carbon factors from over 140 countries, as well as specialist training, a renewable energy buy-in scheme, and later, certification and a high-quality offsetting scheme, for the advertising community in the UK.

The Advertising Association is actively seeking more partners to accelerate the uptake and impact of AdGreen. All advertisers, agencies and production companies looking to find out more about AdGreen should register their interest at its website. AdGreen is also exploring ways to establish the standard at an international level and welcomes enquiries from interested parties in territories from around the world.

Smuggler Tesco Mum

Smuggler Tesco Mum.


Jo Coombes, Industry Sustainability Lead, AdGreen, said: “We want to build a future- proofed, carbon literate workforce, giving us the opportunity for the highest creative ambition with the lowest carbon impact. Ultimately, AdGreen means everyone producing advertising work will be able to capture and understand their own footprint data; advertisers and advertising agencies will be able to compare that to anonymised benchmarks.”

Seamus McGibbon, CEO, Association Of Photographers, said: The AOP is extremely pleased to be part of this important work to ensure that our sector becomes carbon neutral. We, our members and those working in stills and shortform advertising, look forward to working with the Group and AdGreen to implement changes that have a real effect in delivering our shared ambitions.

Anybody interested in the industry’s work around Climate Action should contact the Advertising Association at and can keep up to date on progress at the Climate Action policy page on the Advertising Association’s website.


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