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MediaCom London has been carbon neutral in its operations since 2007. However operational emissions are just a small proportion of any agency’s carbon footprint – the majority comes from the work done for clients. The agency is looking at how to minimise its wider impact. One initiative is the development of a media carbon calculator which calculates the carbon footprint of a media plan and allows clients to offset this.
Centrica, the parent company of British Gas and Hive has set out clear responsible business ambitions to 2030, with sustainability a core pillar within this. To support this vision the British Gas and Hive marketing teams are building a sustainable marketing approach, starting with the carbon impact of media delivery.
MediaCom has worked with British Gas to understand the overall carbon footprint of their Q4 media campaigns. Using their media carbon calculator, they identified a footprint of 980 tonnes of CO2 emitted in the delivery of the campaigns. Through offsetting this footprint via high impact projects within Kenya and Uganda they have been able to create a carbon saving and positively impact local communities through investing in efficient cooking and clean water solutions.
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