Annual Review 2022: Ad Net Zero’s International Roll-Out

Anthony Falco, Ad Net Zero Global Director

The first Ad Net Zero Global Summit held in 2021 successfully attracted interest from international media and colleagues in the USA and in APAC. Six months on, we launched Ad Net Zero in Ireland in June, and then announced its international roll-out with the support of 20 partners at Cannes Lions.

More organisations joined as the Global Group set its sight on establishing chapters in the US and Europe. We appointed our Ad Net Zero US Director, John Osborn in October, swiftly followed by onstage appearances at Advertising Week New York, a special VIP reception at the British Consulate supported by UK Government, and the ANA Masters of Marketing Summit to  announce our arrival in the US market. Thanks to fantastic support from the  ANA, the 4A’s and IAB in the US, we will see this important new chapter launching in 2023. With the US alone accounting for 40% of the world’s adspend, we expect it to play a critical role in the continued development of our Ad Net Zero tools as we make the action plan in the US a reality.

At the same time, conversations continue and support grows from European colleagues keen to bring their knowledge and skills to the fore. This all coalesced at the second Global Summit, where we heard from leaders in APAC too as we encourage our industry to align globally. We also set up a new global Media Working Group, chaired by Reckitt’s Global Media Director, Craig Fryer to define a standardised currency for carbon emissions measurement for media planning and buying.

Together, we can decarbonise how we work and ensure our work supports promoting more sustainable products, services and behaviours. The international roll-out continues at pace and we are encouraging pre- competitive collaboration to help our industry address the issue of climate change in the most constructive and productive way possible.

You can download a full copy of our 2022 Annual Review here.