The Greener Advertising Challenge

With digital advertising's carbon emissions now on a par with the aviation industry, Mobsta hosted a panel of industry experts - including giffgaff, MG OMD, Ipsos and New Digital Age - to explore the reset moment opportunities and challenges of the post-cookie world and delve into the complexity in this space. With shiny new distractions of the likes of AI a constant, the panel highlights the importance of keeping the environmental sustainability conversation alive, the need for leadership buy-in, role of consumer pressure, fear of greenwashing, effectiveness over efficiency, and a welcome reminder to “sell the sizzle, not the sausage” as advertising is far too important to be boring. 

We certainly learnt something and hope you do to!
 

Panellists

Tyrone Stewart, Deputy Editor, New Digital Age

Tyrone is an experienced digital media and marketing journalist, podcaster, copywriter, ghostwriter, event host, and content strategist. Host of the Digital Leaders of Tomorrow podcast, Tyrone is keen to use his platform to elevate other individuals and causes.

New Digital Age, part of Bluestripe Group, covers the latest news, insight, opinion, and research on all aspects of digital media and marketing. 
 

Claire Beavers, Head of Digital, MG OMD

Claire has a breadth of experience in Digital working across multiple clients & verticals in both independent and network agencies. Over the last 18 months her role has focused more closely on the impact of AI and sustainability within Digital. 
 

Tim Pritchard, Head of Content & Responsible Media, MG OMD

Working in responsible media for a little over 2 years, Tim has championed industry collaboration, having been a part of the formation of the IPA Climate Charter (part of Ad Net Zero) and collaborated with the Purpose Disruptors to bring the Good Life 2030 to life through media.

MG OMD are an award winning media agency who pride themselves on their PIONEERING, PURPOSEFUL and POWERFUL work for their clients. They are the reigning Campaign ‘Agency of the Year’.  
 

Samira Brophy, Senior Director, Creative Excellence, Ipsos

Samira is an experienced keynote speaker, panellist, and commentator in the marketing effectiveness space. She is an Ipsos expert on brand and communication work, with 20 years of experience spanning creative and research roles.

Ipsos is one of the largest market research and polling companies globally, providing total understanding in over 90 countries, into the actions, opinions and motivations of citizens, consumers, patients, customers, and employees. 
 

Lisa Boyles, Go To Market & Media Lead, giffgaff

Lisa is a strong advocate for responsible media planning. She sits on ISBA's Media Leaders and Sustainability committees and brought giffgaff on the journey to becoming All In Champions and Ad Net Zero members with the Advertising Association. Their approach to responsible reach resulted in a giffgaff/MG OMD win for Best Practice In Sustainable Media Planning at the Ad Net Zero Awards 2023.

Recently awarded Best Pay As You Go Network 2024 by Uswitch, giffgaff is a certified B Corp business and proud to be part of the global movement of companies committed to balancing people, planet and profit.