In a crucial shift towards sustainability, brands across various sectors are making significant strides to decarbonize their media and advertising supply chains. With growing awareness of climate change and increasing pressure from consumers, companies are adopting innovative practices to reduce greenhouse gas emissions and promote eco-friendly initiatives. The ultimate goal is to usher the industry into a greener, more responsible future.

Samsung Electronics has this week announced that, in collaboration with the Carbon Trust and other major tech companies, it has launched a new methodology for measuring the emissions and reductions linked to the use-phase of internet-connected electronic devices.

This new methodology sets out how companies can assess and report emissions using data drawn from devices that are being used by their customers, enhancing the accuracy of reporting that has until now relied upon lifetime forecasts used in current emissions accounting.

Ad Net Zero (ANZ) published the first iteration of its Global Media Sustainability Framework - a series of voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor and cinema channels.

The new framework has been supported by a collection of the world’s largest advertisers, as well as the world’s 6 largest advertising holding companies, major media owners, tech companies and trade bodies, many of whom have contributed to its development.

Billups, a global Out-of-Home (OOH) managed services agency helping advertisers and agencies strengthen media performance through a patented analytics and measurement platform, has chosen Cedara, the Carbon Intelligence Platform for marketers, to develop an OOH sustainability solution for Billups’ global network of brands and agencies.

Recently, TripleLift, the ad tech platform elevating digital advertising across every screen, and Horizon Media, the largest U.S. media agency and the largest independent globally, have announced a first-ever collaboration to offer net-zero carbon emissions for all Horizon Media buys though TripleLift's inventory.

Campaigns of the week

These are the most innovative and creative campaigns we have covered this week:

This season, Coca-Cola unveils a new festive AI-driven digital experience, enabling people to engage in heartwarming conversations with Santa Claus or a snow globe avatar to create a personalized, shareable snow globe animation, based on a personal holiday memory.

This year, Coca-Cola also introduces a reinterpretation of the classic "Holidays Are Coming" film. Developed through a unique collaboration of human creativity and cutting-edge technology, the multiple new films use AI to illustrate how Coca-Cola Christmas trucks ignite the magic of the holiday season.

PerfectDraft has launched its new “Pub Quality Beer At Home” campaign, partnering with Stella Artois and David Beckham to celebrate the ultimate draught beer experience, at home with PerfectDraft.  

The first ad for the Pub Quality Beer At Home campaign has been released. The commercial is part of a multi-year partnership and will run across TV, VOD, digital and out-of-home advertising in the UK, and across social in Europe, and complement Stella Artois’ existing activations in the market, including the sponsorships of Wimbledon and Roland Garros, as well as their Perfect Serve quality program. 

The new unconventional campaign to launch Citadel: Diana takes place in Lucca, to promote the new Prime Video Original instalment expanding the Citadel spyverse, starring Matilda De Angelis, as a civilian turned into a spy. Here’s why to amplify the concept “Anyone could be a spy”, Prime Video and Ogilvy chose the most famous spies in the world: Italian grannies.

In tribute to one of the country's most emblematic traditions, Cerveza Victoria presents “Six Back”, an initiative that brings back to life beer bottles that had reached the end of their life. In collaboration with GUT Mexico City, this project uses recycled bottles not only from Grupo Modelo brands such as Corona, Modelo Especial, Stella Artois and Barrilito, but also from different brands, giving them a new life, with the Victoria beer.

Agencies and accounts

This week, Löfbergs, the Swedish coffee company, has appointed ARK Agency as their retained creative partner following a competitive pitch process. The appointment comes ahead of a significant marketing investment for the brand in 2025.

World Rugby has appointed Ocean Outdoor UK as their official Digital out of home (DOOH) media partner for Women’s Rugby World Cup 2025 which takes place in England next summer. Under the agreement, Ocean will contribute to the success of Women’s Rugby World Cup 2025 by promoting the tournament across its Out of home (OOH) advertising portfolio in the UK.

Easee has picked Forsman & Bodenfors as its partner for brand strategy, design, and communications. With a renewed brand strategy that reflects Easee’s vision, business plan, and growth journey, the goal is to become a brand leading the way toward a reliable and electrified future.

Expansions and acquisitions

Geminaes, an innovative, creative storytelling and production agency, has launched hubs in Amsterdam and London with a mission to transform brand storytelling. Positioned as the "creative twin" to in-house teams, Geminaes partners directly with internal experts and offers brands cost-effective, digital-first ideas brought to life by a diverse team of creators, driving online engagement and creating lasting offline memories.

Media Nanny, the global creative communications & PR agency, and Circulate, a digital agency, have announced their expansion into the Middle East with the opening of a new office in Riyadh, Saudi Arabia, in 2025.

WPP has announced a further simplification of its structure with the acquisition of the minority shareholdings in T&Pm, bringing the agency fully into the WPP network. T&Pm will continue to operate as a standalone multi-disciplinary agency, while collaborating closely with other WPP agencies.

And, MSQ, the next generation independent creative, technology and media company, has acquired Germany's customer experience digital agency UDG (United Digital Group). The acquisition of the 350-strong UDG team is a transformational move that will see MSQ create a pan-European digital customer experience and tech powerhouse which it intends to roll out across Europe and then into North America.

Chat with captains of industry

This week, we had a chat with Pepe Marais, the Co-Founder, of Joe Public about the agency’s philosophy, the trends shaping the advertising and creative industries and what the future holds.

Appointments

Global global design and innovation agency AKQA has announced the promotion of Hannah Shevell to Managing Director in Amsterdam. As former Client Services Director, Hannah has been a driving force behind AKQA Amsterdam’s growth and success since joining in 2021.

DDB Group Melbourne CEO, Mike Napolitano, has announced that its group executive creative director, Psembi Kinstan, has been promoted to chief creative officer across the group’s brands in Melbourne.

VIRTUE APAC has appointed Neon Drew as account director, spearheading the agency’s commitment to drive new business growth as it heads into 2025.

Other major news of the week

In other major news we covered this week, Somention Group has announced that it is launching So Engage, a new label focused exclusively on community management. So Engage was created to support brands and agencies in building and managing online communities.

And finally, Heineken has announced the construction of the new Dr. H.P. Heineken Centre, a state-of-the-art Research & Development (R&D) Centre in Zoeterwoude, representing an investment of €45 million.

Bob Koigi is the editor-in-chief of Marketing Report.One.

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