AdGreen's Carbon Calculator now live for advertising industry

  • AdGreen’s carbon calculator, created specifically for the advertising production community, goes live today, free at the point of use
  • The new tool allows production teams to collaboratively measure the carbon footprint of their production and take active steps to reduce it
  • Over 130 brands, advertising agencies and production companies pre-registered to use the tool ahead of its launch

AdGreen has today launched its bespoke carbon calculator for the advertising production industry. The new tool has been designed with support from practitioners from companies including Unilever, adam&eveDDB, Havas UK & Havas Studios, and Biscuit. It will ensure advertising agencies, production companies and production service companies are able to collaboratively measure the carbon impact of their projects and identify the highest carbon producing activities.

The tool is free at the point of use, as the project is funded by the AdGreen levy – a 0.25% charge on production spend, paid by participating advertisers, and collected by their agencies before being passed to AdGreen each quarter. ISBA is a founding member of AdGreen and also sits on the Advisory Board. AdGreen is also backed by a consortium of companies that comprise adam&eveDDB, APR (Advertising Production Resources), Google, Havas UK & Havas Studios, MullenLowe, Publicis Groupe UK, Sky, WPP and Unilever. The need to track, measure and reduce carbon emissions involved in ad production is an essential part of Ad Net Zero, the UK advertising industry’s plan to reach net zero by end 2030, which is advocating the use of tools like AdGreen's.

AdGreen Carbon Calculator

The AdGreen carbon calculator is the result of the AdGreen team’s experience in the industry, and of IP and expertise gathered over the past 10 years from AdGreen’s strategic partner, albert. Hundreds of thousands of pounds have been invested in time and resources during the past decade, which has resulted in the development of a bespoke tool for the advertising production industry.

The calculator release follows on from the launch of the AdGreen Levy which was introduced in June 2021 as a way to help keep AdGreen’s tools, resources and training free at the point of use for all.  The Levy is a recommended 0.25% of the cost to produce an advertising asset – or just £2.50 per £1,000 of relevant spend.

Anyone interested in finding out more about the calculator is invited to join one of AdGreen’s free webinars taking place over the coming week – more details can be found on their events page:

Ad Net Zero, the UK advertising industry’s initiative to tackle the climate emergency, has made the tracking, measurement and reduction of carbon emissions in ad production a key action within its 5-point action plan. It is advocating the use of carbon calculators in the ad production process to its growing base of supporters across the advertising eco-system. The AdGreen carbon calculator will be showcased at the Ad Net Zero Global Summit which runs on November 3 and 4 – attendance is free.

ISBA will also be hosting a free webinar detailing more about the AdGreen Calculator on Tuesday 12 October. Sign up here