Vodafone UK CEO Ahmed Essam has credited 5G as a green ally in the battle against climate change.

According to the boss of the telecoms giant, 5G helps cut power usage and carbon footprints in crucial areas of the economy, especially as he claims “there are no singular silver bullets in the fight against climate change.”

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Instead, he attributes 5G as a tool which can help both cut carbon costs and transition to renewable energy.

He said: “5G offers reliable connections, fast speeds and lower latency – solid foundations that are key to its usefulness here”

Essam, who became CEO in February 2021, added that 5G is a tool that would be “invaluable in making industries like power generation and food production more efficient, as he reveals they can be difficult to decarbonise.

“By facilitating remote control of operations and logistics that would otherwise be laborious and time-consuming to carry out, 5G can help realise energy and carbon savings in the process,” he said.

“In the world of farming and food production, 5G has a role to play in every step of the value chain from field to fork. 5G-connected drones and sensors can monitor soil and crop conditions to help maximise yields and significantly reduce wastage produced on farms.”

He continued: “Driving net zero and addressing climate change is a complex problem, and one that needs many plans of attack, all working together.”

As a result, he claimed the UK needs a countrywide 5G SA network, which its merger with Three UK will have the scale to invest in such “an ambitious, far-reaching rollout”.

If it comes to fruition, the merged company would be able to invest £11 billion to deliver 5G SA across 95% of the UK’s populated areas, he revealed.

The news comes as Three UK has been accused of profiting from its planned merger with Vodafone after it paid its Hong Kong-listed owner, CK Hutchinson £2 billion.

According to trade union Unite, the dividend paid to CK Hutchinson, which is a conglomerate of the billionaire Li Ka-Shing owned by Three, is highly profitable as an independent business and could remain sustainable without merging.

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In January, Mobile Marketing spoke with sustainable advertising with Olya Dyachuk, Data Driven Media Director at Heineken.

Mobile Marketing: Can you tell us about Heineken’s move to a more sustainable advertising strategy?

Olya Dyachuk: Through the global ‘Brew a Better World’ strategy, which is a set of ambitious commitments aimed at driving a positive impact on the environment, social sustainability and the responsible consumption of alcohol, Heineken is raising the bar to create a fairer, healthier, more inclusive, and sustainable world. Our ambition is to reach net zero carbon emissions by 2040 across the whole chain, and we are proud that this ambition is on top of our marketing agenda. Although making our media and broader marketing more sustainable is challenging, our team at Heineken is committed to the cause.

To do that, we need vehicles that would appropriately manifest our plans and commitments in a social media environment, as a part of our broader media ambitions, and that is why we collaborated with partners like WeAre8 across 2 of our strategic brands – Heineken & Old Mout. Through the unique advertising model on WeAre8, our campaigns with the Heineken brands contributed to climate solutions across the world, and even supported charities that meant the most to the Heineken brands.

We ran three completely different campaigns and tested our WeAre8 capabilities in driving various brand objectives.

First was a campaign for Heineken Silver, a new, extra-refreshing and premium lager. The aim was to drive awareness and consideration of the new product in a planet-friendly way and get meaningful insights on the campaign’s success and the audiences’ likelihood to buy.

The second was for Heineken 12th Woman – the campaign promoting gender equality in football and celebrating the brand’s Woman’s Euros sponsorship.

The third one was for the launch our new exciting Old Mout flavour – Apple and Strawberry – as well as promoting the brand’s partnership with the WWF.

MM: So the ad campaigns are part of a wider company drive?

OD: The ‘Brew a Better World’ strategy was launched in 2021 for every OpCo and every team across our business. It has driven the business to innovate and collaborate to protect the environment, support local communities, and make a positive contribution to society – contributing to the delivery of the UN Sustainable Development Goals (SDGs). The campaigns have been part of a broader sustainability and responsibility agenda, which has to be translated to audiences authentically to avoid greenwashing.

As well as committing to reach net zero emissions across the business by 2040, we also  believe in working in partnership with other companies throughout the supply chain to achieve shared goals, scale positive contributions and limit negative impacts.

MM: Does it have an impact on where your ads appear, as in, you won’t advertise in places that don’t take sustainability seriously?

OD: Our sustainability agenda does have an impact on our advertising decisions. Last year, we ran our first analysis and used the Dentsu carbon calculator to look at how much carbon our campaigns across all brands and channels produce. The outcome of this will now inform our planning principles, creative and production decisions, as well as media partner relationships.

For example, we clearly see that digital advertising produces the highest CO2 for us, so we aim to focus on ways to minimise and offset it. For example, creatively, we know that using SVG files instead of JPG can significantly reduce file size and carbon output, so we aim to work with our creative and media partners to address file size to improve our carbon output. In addition to that, we aim to work with partners who provide a more sustainable media offering.

MM: What has been the impact of the move, what results have you seen?

??OD: Collaborating with WeAre8 on more sustainable and impactful campaigns has enabled us to improve brand metrics through high quality completed views. Heineken can also now report, for one of the first times, on metrics which align with our ‘Brew a Better World’ strategy.

Using WeAre8, we found that on average, 95 per cent of people opted in to watch the ads and watched them in full. The campaigns all achieved more than double the 10 per cent benchmark click-through rates and the insights tool on the WeAre8 ad manager, SAM-I – Sustainable Ad Manager-intelligent – generated over 1m valuable, qualitative insights, which helps us better understand the impact of the campaigns on the chosen audiences.

As a result of the campaigns, over £30,000 of media spend was shared with people on WeAre8 and we emitted just 1.2 tonnes of carbon, while offsetting 66 tonnes of carbon via WeAre8’s partnership with Ecologi, which sees 1 per cent of ad revenue paid towards climate  projects, such as reforestation. This is the equivalent of 51 long haul flights; 198 metres squared of sea ice saved; and 163,746 miles driven in an average car. The ability to be more targeted with the campaigns and ensure an engaged audience reduces the overall carbon footprint of the campaign.

The campaigns helped Heineken to humanise the outcome of the work we are doing, not just in terms of how much CO2 we produced, but how many people received some of the money we had spent on the advertisements. We were able to see that we are contributing to good and educating the business on what we do, what our campaigns deliver and how this translates in real terms, for example how many flights that carbon reduction counts for!

Additionally, these campaigns where the impact is visible and meaningful data can be derived, have proven to positively drive business outcomes. We saw excellent purchase intent responses, got invaluable insights into audiences and how the information was being perceived and gauged the emotional impact of the adverts – particularly when the topic was emotive, such as football being heavily male dominated.

MM: What lessons have you learned from the experience?

OD: This experience has shown us the importance and impact of partnering with a brand that values people and the planet, and has ambitions to bring about positive change through campaigns that make a real difference.

The results we have achieved from these campaigns have helped us to establish the baseline for future campaigns, and develop an understanding of how to set new planning principles and carbon neutrality targets for our media marketing.

Looking forward, there is an important job to be done among advertisers, publishers, media owners and the entire supply chain to engage consumers and raise awareness of sustainability. It’s not a competition, sustainable choices need to become the norm, and all partners can work together to make sure technologies are reducing CO2.

At Heineken UK, we plan to continue working with WeAre8 for our campaigns, and would encourage other brands to look at how their media spend can have a greater impact and help the planet.

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The bespoke learning resources are the latest evolution of Dentsu’s award-winning social impact programme, The Code, which aims to strengthen the pipeline of future talent by addressing the climate change “green skills” shortage and inspire the next generation of changemakers.

The pilot has just started and will run throughout the winter term, with five primary and secondary schools participating in Manchester, Kent, Dartford, and London. The resources thread into the current National Curriculum learning objectives and will focus on sustainable consumption for the current academic term. After the pilot, the resources will be made available for all schools to access from 2024 onwards via an online platform.

The resources aim to connect theory with practical application, instil sustainable behaviour change, and spark proactive conversations and solutioning around real-world business challenges. The case studies examined have been compiled through the lens of clients that Dentsu represents worldwide. By connecting interdisciplinary projects, critical thinking and creative thinking to theory-based learning, children are exposed to the mindsets, behaviours, and roles that may be open to them in the future and develop skills that allow them to flourish.

Dentsu’s partnership with Generation C embraces its Sanpo Yoshi philosophy – the concept of achieving three-way satisfaction by pursuing actions that benefit not only business, but also people and society. This principle guides Dentsu in developing sustainable, legacy businesses, that can drive value for future generations.

“Education is where change begins,” said Angela Tangas, CEO UK&I, Dentsu. “It’s the first step in creating truly sustainable, legacy businesses that are prepared for the future. In our conversations with teachers, we’ve learned that many students just aren’t motivated to learn – they don’t see the point when the world is on fire. Through these resources and Dentsu’s broader social impact programme, which has already empowered 15,000 young leaders in the UK and 35,000 globally, we are re-engaging young people by showing that solutions exist and there are purpose-driven companies out there for them to join when they leave school.”

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Jolt

Over the next three years, Jolt plans to install at least 5,000 digital outdoor screens integrated on its EV charger network across the UK, allowing brands to advertise on a sustainable, DOOH network that directly reduces carbon emissions in local communities, using 100 per cent sustainable energy. Jolt also announced that its advertising launch partners will be Audi, Aviva and EDF.

“We’re here to provide meaningful impact on the industry by changing how Digital Out-of-Home campaigns are done, to make it more purpose-driven, make the positive impact on communities measurable and more connected to real national climate goals that brands can help achieve,” said Jolt UK Sales Director, Gino Cettina. “I am excited to be at a business that is providing innovative advertising solutions that some of the most progressive and ESG-integrated brands in the UK are adopting. By choosing an advertising platform that helps foster eMobility, brands have an opportunity to play their part in helping reduce transport-led emissions and addressing the climate emergency.”

Jolt has a track record of partnering with brands to support and incentivise clean transport options in Australia, New Zealand, North America and now, the UK. Each Jolt charging station features double-sided D6 screens, turning central roadside spaces into interactive opportunities for brands to connect with consumers. The first charging stations in Barnet will be followed by a national rollout across the UK.

With the launch of Jolt’s network, EV drivers will have access to 7 kWh, or around £840 annually, of free, fast and clean roadside EV charging per day, with as little as 15 minutes charge time and without the need for home charging facilities.

“We are excited by our advertising launch partnership with Jolt, who will play an important role in delivering enhanced charging infrastructure accessibility and daily free charging for our electric vehicle owners,” said Tony Moore, Head of Marketing for Audi UK.

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Zespri, the world’s largest marketer of kiwifruit, sells its products in more than 50 countries. Sustainability is a major focus for the company – it?sits at the heart of its purpose to help growers, communities, consumers and the environment thrive.

Streamed with SeenThis technology, the French “Zespri SunGold” campaign – which consisted of a series of IAB formats utilizing high quality video and images in display ad spaces – used an average of 39 per cent less data compared to delivering the same quality creative using conventional technology, which results in 12 per cent lower carbon emissions associated with delivering the creative.

Nor did the campaign sacrifice performance for greater sustainability: it saw a video start rate of 85 per cent and a completion rate of 77 per cent for its best-performing formats.

SeenThis proprietary adaptive streaming technology actively reduces the amount of data required to deliver content, eliminating “data waste” – data transferred unnecessarily, not “consumed”.

Ads load instantly with the streaming being adapted to the users’ conditions and the assets optimized for the highest quality that can be perceived by the human eye. This is not only much more efficient from a media performance point of view, but is also a more sustainable way of delivering digital advertising.

Mohamed Akouh, Senior Display & Programmatic Strategist at Mindshare said: “Mindshare has worked hand in hand with SeenThis and Zespri to achieve better display performance while positioning itself at the forefront of innovation in sustainable advertising. We are very pleased with the results and the potential of SeenThis technology, which enables us to actively minimize the carbon footprint of campaigns while improving media performance.

“This partnership is part of Zespri’s approach to better understand the carbon impact of its media campaigns, and to reduce it,” said Mélanie Lacomme, Marketing Manager France for Zespri. “We began this process in 2021 by measuring the carbon impact of our campaigns with GroupM, choosing advertising agencies based on their performance but also their commitment to carbon reduction initiatives. Every year, we try to go one step further, aiming now also at reduction and not only compensation.”

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Scope3, the collaborative sustainability platform e aiming to decarbonizmedia and advertising, has completed a $20m Series B funding round led by GV. Additional investors included Room40 Ventures and Venrock. The investment will be used to accelerate the development of Scope3’s collaborative sustainability platform (CSP) that visualizes the massively interconnected ad ecosystem while powering meaningful carbon reduction. Scope3 will also use the funding to grow its global team of advertising, tech, and sustainability experts and further expand its data and measurement capabilities.

“The climate crisis is an urgent and global problem,” said Scope3 Co-founder and CEO, Brian O’Kelley. “With all eyes on the world’s largest brands, advertisers, and businesses to solve it, these companies are embracing sustainability as an opportunity that is both good for the planet and good for business. Sustainable advertising is inevitable. At Scope3, we’re building a business that will serve as the foundation for the next generation of media and advertising. This investment gives us the resources to put decarbonization tools into the hands of the industry, while attracting the talent needed to build a more sustainable ad ecosystem and deliver on our mission.

“Every major company is going to have a sustainability platform for media and advertising 24 months from now. Im grateful for the support of GV and our other investors, as well as the many clients, partners, and industry leaders who have helped us get to this point GV’s climate tech focus and extensive knowledge of the nuances of advertising technology make them the perfect fit.”

Founded in December 2021, Scope3 introduced a comprehensive emissions model that maps and calculates the carbon footprint of the entire digital advertising supply chain. The model enables every company in the ad ecosystem to see carbon emissions and then make data-driven decisions that optimize toward carbon reduction. It also powers the carbon reduction products brands and marketers are using today to reduce their emissions.

Scope3 works with stakeholders across every part of the media supply chain, including verification partners, DoubleVerify and Integral Ad Science; dozens of brands and publishers, including Sanofi, MasterCard, Insider, and Microsoft’s MSN; and nearly every global agency holding company, including GroupM and IPG.

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Most Effective Augmented Reality/Virtual Reality Campaign
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Vodafone Turkey and VMLY&R – #RidiculouslyGreat Gaming w/ Enis Kirazoglu
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Upstream – Grow 

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Not-for-profit organisation, Creative UK, 

The £35m Creative Growth Finance II (CGF II) fund will provide the investment needed to meet the targets set out in the UK government and Creative Industries Council’s recently published Sector Vision.

“Over the past decade, the UK’s creative industries have grown more than 1.5 times the rate of the wider economy, currently generating £108bn in economic value and employing 2.3m people,” said Creative UK Chief Executive, Caroline Norbury OBE. “However, this country’s talented creative businesses are experiencing a significant gap between their immense growth potential and access to the vital capital they need to succeed.”

Delivered in partnership with Triodos Bank, CGF II is the largest single fund to be delivered by Creative UK, following its investment of more than £50m into the UK’s creative industries over the past decade.

Tech expert Sjuul van der Leeuw, CEO of Deployteq said: “The creative industries are at a really exciting moment, with tech innovation like AI revolutionising areas such as marketing and creative production, so it’s fantastic to see the UK’s commitment to supporting this growth. This extra investment will enable companies to master emerging technologies and turbocharge the sector’s growth, adding significant value for businesses and the wider economy.

“The funding will also enable the onboarding and training highly skilled staff adds a new dimension to businesses’ creative offerings as well as their capacity to make use of automation-enabled technologies to boost the efficiency of critical processes and reach new audiences through channels such as email marketing” he added.

CGF II follows on from the first Creative Growth Finance fund, which launched in 2019 and has since invested over £17m into more than 30 creative businesses located across the UK and operating within sectors including film & TV, virtual production, video games, advertising and software.

The existing CGF fund portfolio has so far experienced an 108 per cent improvement of average monthly revenues, a 39 per cent headcount growth average with more than 225 jobs created, and nearly £19m raised in further third party funding.

Phillip Bate, Director of Business Banking at Triodos Bank UK, said: “Four years on from the launch of the first Creative Growth Finance fund, our partnership with Creative UK goes from strength to strength and continues to support companies at the forefront of innovation. For a bank only focused on financing projects with positive impact, we can see the social importance of these organisations to the UK. Creative UK’s expertise has been key to helping us grow our funding of this important sector.”

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