Modern Marketing Business Leadership Sustainability

Ad Net Zero hits the US running with a new CEO and publicity blitz


By John Glenday | Reporter

October 6, 2022 | 4 min read

The scheme is going stateside in its mission to reduce carbon in advertising.

Ad Net Zero

John Osborn is tasked with building industry consensus around the reduction of carbon in advertising

The UK’s industry-wide advertising zero carbon scheme Ad Net Zero has journeyed to America for the latest phase of its international rollout with the appointment of former Omnicom and BBDO executive John Osborn to head up its US operations.

The North American push is the latest initiative by the umbrella grouping of advertisers to up the ante in their response to the climate crisis by pushing the world’s dominant market, responsible for 40% of all ad spend, towards net zero carbon emissions by 2030.

In the role, Osborn is tasked with building industry consensus around the reduction of carbon in the development, production and running of advertising – an initiative that already has the backing of heavyweights including Dentsu International, Havas, Interpublic Group, Omnicom, Publicis Groupe and WPP.

To achieve this, US businesses will be asked to accept a five-point action plan to make this possible, including pledges to decarbonize by switching to sustainable products and services.

Broad support for this approach is evidenced by the backing of advertisers such as Unilever – the world’s largest – as well as tech brands such as Google and Meta.

Hitting the ground running, Ad Net Zero USA will participate in sessions, networking and VIP sessions at Advertising Week New York, including a VIP gathering organized by the British Consulate. Osborn is also booked to speak at the ANA’s Masters of Marketing conference.

The activity follows moves by 5,000 ad execs to shift the dial on consumer habits towards more sustainable forms of living.

Modern Marketing Business Leadership Sustainability

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