As Ad Net Zero continues to gather momentum around the world as a global platform for change, the ANA (Association of National Advertisers), the 4A’s (American Association of Advertising Agencies) and IAB have launched Ad Net Zero USA.
They have been joined by more than 50 organizations operating in the market which represents 40% of the world’s ad spend. The USA chapter will be led by John Osborn, who was appointed Ad Net Zero USA Director in October 2022. Ad Net Zero USA’s mission is for immediate, collective industry action to decarbonize ad operations and increase the promotion of sustainable products, services, and behaviors.
Ad Net Zero is the advertising industry’s plan to help tackle the climate emergency by decarbonizing ad operations and supporting every industry to accurately promote sustainable products and services. The Irish advertising industry, represented by various trade organisations including IAPI, AAI, IAB Ireland, CPI and the Marketing Institute.
Abi Moran, CEO, Folk Wunderman Thompson & Vice President, IAPI said: “It’s fantastic to see Ad Net Zero launch in the US. In Ireland, the benefit we have seen so far over the last ten months is the alliance between businesses and organisations who, whilst in the same industry, would not have cause to collaborate to affect change in this way. The shared action plan creates a cohesive approach. As a member of the Irish chapter, IAPI wishes Ad Net Zero USA every success and looks forward to hearing about their progress.”
The new U.S. based group will have representation from many of Ad Net Zero’s global members, including Cannes Lions, dentsu, Google, Havas, IAA, Interpublic Group, Meta, Omnicom, Publicis Groupe, PubMatic, Reckitt, Unilever, WARC and WPP.
The focus for the USA chapter will be widespread education to encourage action across the advertising eco-system, including a continued recruitment drive for more organizations to join the USA chapter.
One of its first commitments is to deliver a US-market specific version of the Ad Net Zero Training, an online training course which is designed to help all advertising and marketing services professionals understand the actions they can take to help tackle climate change. Members will also engage in working groups focused on tools and practices that drive carbon reduction related to one of Ad Net Zero’s the five point action plan, including working groups focused on production and media. The Ad Net Zero USA team are planning workshops for supporter organizations on areas including ad production (via AdGreen), event production (via events specialists, isla) as well as introductory sessions to Ad Net Zero.
According to John Osborn, Ad Net Zero USA Director: “The time is now to unify the advertising industry to solve one of the toughest challenges facing our industry and the world. The advertising industry has proven time and again the power of collective creative thinking and innovation which are essential in reducing carbon emissions across the entire advertising ecosystem.”