Marketers using new service to measure carbon footprint of advertising
Honda and Heineken are among the first brands to adopt a service that enables marketers to measure the carbon footprint of their advertising campaigns.
CarbonTrack was developed by brand consultancy the Starcom MediaVest Group and environmental consultancy Envido, with guidance from the Carbon Trust and input from more than 100 companies operating in sectors ranging from media to printers and transport.
Ifti Akbar, Envido’s joint managing director, said: "With CarbonTrack, advertisers can for the first time measure and manage emissions associated with their marketing spend", which would enable them to move "ahead of the UK legislation curve" and actively contribute to reducing their emissions.
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