Talon joins IPA initiative to pilot carbon calculator for media

Talon is among 14 agencies taking part in the Institute of Practitioners in Advertising (IPA) pilot program for a carbon emissions calculator designed to measure and reduce the environmental impact of media campaigns.

The pilot, aligned with Ad Net Zero’s Global Media Sustainability Framework (GMSF), will begin before the end of 2025 and represents a significant step toward sustainable advertising practices.

Alongside agencies including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will contribute to shaping a consistent and transparent approach to media sustainability. The calculator aims to provide agencies and advertisers with reliable data to make informed decisions and reduce carbon output across planning, buying, and distribution.

Developed to meet internationally recognised standards such as the IPCC framework and the Greenhouse Gas Protocol, the calculator supports Action 3 of the Ad Net Zero Action Plan, which focuses on reducing emissions across the media supply chain. By embedding the GMSF, the tool ensures consistency and accountability while helping the industry move toward net-zero emissions.

The initiative marks a collective effort to create a unified measurement system that enables credible, comparable tracking across all major media channels.

The IPA selected ethical advertising company Good-Loop as its technical partner following a competitive process. Good-Loop’s role is to deliver a transparent and standardised solution that agencies and brands can use to make measurable progress toward sustainability goals.

The calculator will cover emissions across six key media channels—TV, digital, print, audio, outdoor, and cinema—and will help advertisers demonstrate authentic climate commitments through verifiable data.

The IPA and Ad Net Zero are also establishing an international coalition to adapt the tool for regional markets. This effort aims to ensure global consistency while allowing flexibility to meet local sustainability requirements.

Luke Willbourn, Managing Director, Talon UK: “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”

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