More great work coming out of agency collaboration at Ad Net Zero Ireland... 👏💚
As part of our work helping to chart a sustainable future for our industry, we're supporters of Ad Net Zero Ireland. This week, Ad Net Zero Ireland released a new report to explore sustainable media practices and creative effectiveness. It focuses on the carbon impact of media choices in the Irish market, providing actionable ways to reduce the emissions generated from media planning and buying while strengthening creative effectiveness. Key highlights from the research include: ✨Strong creative endures - no “wear out” in sight. ✨Stronger creative equals more sustainable strategies. ✨High media weighting does not erode effectiveness - strong creative performs consistently, even under high exposure levels. ✨Effectiveness is multi-dimensional: engagement, clarity, emotion & memorability all matter. ✨Without engagement and attention, nothing else works. ✨Emotion needs clarity & brand linkage to deliver. Siobhán Masterson, CEO, IAPI - Institute of Advertising Practitioners in Ireland said: “This report is a vital step forward for our industry. The climate crisis demands urgent action, and our sector has a central role to play in driving positive change. By bringing Irish-specific data and insights to the table, we are providing the tools needed to make informed, impactful decisions – ensuring our industry is part of the solution.” Access the report here: https://lnkd.in/eQSd_2zF
