Watson Farley & Williams (“WFW”) has advised the Advertising Association on the incorporation and funding of AdGreen, the first collaborative platform promoting sustainability within the advertising production industry.
The project will include the development of a carbon measurement tool, enabling the industry to measure and understand waste and carbon impacts, with the aim of eliminating the negative environmental effects of production and working towards a carbon neutral future. AdGreen will also provide training programmes and events, and lead targeted initiatives.
AdGreen is founded on a collaboration between the Advertising Association and albert, the BAFTA led sustainability project for the TV and Film Industry. It is a not-for-profit private company limited by guarantee with an advisory board made up of leading industry players and the UK advertising industry’s key trade bodies, representing advertisers, advertising agencies, production companies and photographers.
The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. It represents UK advertisers, agencies and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.
The WFW London team that advised Advertising Association was led by London Partner Felicity Jones, supported by Associate Jamie Tiru.
Felicity commented: “I am delighted to have worked with the Advertising Association on this exciting and important project. AdGreen brings together many of the industry’s leading companies, agencies and brands for a campaign which will have a lasting impact on the sector”.