With an average of £86m of paid media a year Tesco recognise the impact their media has on the planet and were one of the first brands to use GroupM’s Carbon Calculator.
But with a £147m owned media estate used in all marketing campaigns, creating green media plans didn’t contribute to Tesco’s carbon neutral goals as much as media and marketing could.
Tesco, MediaCom and Group M re-calibrated the Carbon Calculator to also incorporate Tesco’s 450 owned formats allowing Tesco to create green marketing plans not just green media plans.
This has already moved the goalposts for the industry with Tesco leading way in not just being Ad Net Zero but Marketing Net Zero. Full marketing system accountability should the hygiene factor that all advertisers strive for today.