© Reuters. FILE PHOTO: Branding signage seen for WPP, the world’s largest marketing and advertising agency, in their London office
LONDON (Reuters) – WPP (LON 🙂 on Thursday said it plans to bring the world’s largest advertising agency to zero net carbon emissions by 2025 by incorporating multiple virtual manufacturing solutions that The company grew during the pandemic.
Announced on Earth Day on the industry’s most ambitious climate goal, the UK company said it will also work with media partners on television and online to ensure their supply chain is a home. production is net in 2030.
CEO Mark Read said: “WPP is the world’s largest ad space buyer, managing more than 60 billion dollars in media spending on behalf of our customers and as a local producer. The world’s largest advertising content. “So we have a chance to make a real difference.”
WPP, which owns agencies like GroupM, Ogilvy, and Hill + Knowlton, says the pandemic has fueled innovation in virtual manufacturing technology and reduced the need for employees to be concentrated in high-carbon locations. .
The company that competes with France’s Omnicom, IPG and Publicis, said it will work with its media partners to develop an industry-wide standard for measuring carbon emissions through ad placement.
GroupM said: “(Its media buying subsidiary) GroupM is consolidating its existing carbon computers to enable a unique view of emissions across channels in key markets and supply chains,” said GroupM. supply them to customers on a large scale.
The team added that they expect carbon data to increasingly become part of the information requested as ad companies tout to run ad campaigns for brands.
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