Elevating Sustainability in Agency Production: A Pledge to Accountability
- adam7478
- Dec 29, 2023
- 2 min read
Updated: Feb 23, 2024
Ian C Jones
Berkshire UK • 07469018888 ian@newgatetrading.co.uk • LinkedIn
In the dynamic realm of advertising agency production, the IPA AdGreen Advisory Board has emerged as a stalwart ally, propelling agencies towards a future deeply rooted in elevating sustainability. As an industry participant, we are thrilled to witness the industry's conscientious producers championing responsibility, passion, and solution-driven approaches. In this journey towards sustainability, it is imperative that we, as an industry, mirror our accountability for budgets, and creativity in the crucial domain of sustainability.
Accountability: Beyond Buzzwords
"We need to be as accountable on sustainability as we are on budgets." This statement underscores a paradigm shift in the industry's ethos. Amidst exploding deliverables and imploding schedules, the collaboration fostered through the IPA’s Production Policy Group, with AdGreen and the APA, emerges as a linchpin. This collaboration seeks to streamline the time and resources required to make carbon data capture not just widespread but practical.
Collaborative Learning
Roundtables and workshops have proven to be catalysts in sharing valuable learnings. The unity displayed in feedback and potential solutions highlights the reservoir of goodwill and determination within the industry. It is a testament to the robust relationships that underpin the collaborative framework between clients, agencies, and production suppliers—a foundation upon which we must continue to build.
Creativity Unleashed
The industry has a history of birthing some of its most creative work in response to constraints. Sustainability is not merely a challenge but an opportunity waiting to be seized. Enhanced viability and visibility of carbon measurement are pivotal in galvanising buy-in, fostering change, and ushering upstream impacts on the creative development, planning, and pitching phases of projects.
The Role of Leadership
The IPA, embodies the leadership necessary to steer this transformative journey. It’s insights underscore the commitment required to integrate sustainability seamlessly into the fabric of our industry.
What Else?
A big opportunity for the industry is education. Carbon Literacy Training can be provided by Newgate Trading and has the potential to not only reduce the carbon footprint but also reduce costs. To find out more contact Adam at adam@newgatetrading.co.uk
Conclusion
In conclusion, the call to be as accountable on sustainability as on budgets resonates as a pledge for a sustainable future in advertising agency production. This commitment requires concerted efforts, collaborative learning, and a shared vision. As we navigate this path, sustainability should not be viewed as a constraint but as a catalyst for creativity, innovation, and a resilient industry poised for a sustainable tomorrow.
To see the 2022 AdGreen Annual Review, download your free copy of the report here.
Related Carbon Literacy Posts
https://www.newgatetrading.co.uk/post/embracing-sustainability-a-call-to-accountability-in-marketing
Comments