Consumer hygiene, nutrition and health marketer Reckitt has joined the ad industry’s Ad Net Zero climate crisis initiative and its Global Media Director Craig Fryer has been named chair of the organization’s media-planning group.
In a related move, programmatic media-selling platform PubMatic has also joined the initiative.
They join agency holding companies Dentsu, Havas, IPG, Omnicom, Publicis and WPP, as well as Unilever, Google, Meta, Sky and the major U.S. ad trade associations that have pledged to implement Ad Net Zero’s five-point action plan to decarbonize their advertising operations.
The moves follow former OMD chief John Osborn’s recent appointment as director of U.S. operations for Ad Net Zero.
“There is a real challenge on how the industry accurately measures the carbon emissions from media and there isn’t currently a clear action plan on how to address this issue,” Reckitt’s Fryer said in a statement, noting he will lead Ad Net Zero’s global media working group, which will focus on reducing the carbon emissions of media plans.