GroupM will launch a carbon calculator; establishes a flexible approach to work

GroupM Australia and New Zealand CEO Aimee Buchanan told the Australian Financial Review this morning that he will be launching a carbon calculator in the coming months, to help assess the carbon output of campaigns.

It’s part of the group’s ongoing work in its ‘Make Advertising Better’ proposition, to positively impact advertising, the industry and the planet.

GroupM will launch a “carbon calculator” to assess carbon production in the countryside

Buchanan told AFR the goal was to help move the conversation forward on sustainability and “the effect of advertising on the physical planet with their clients.”


She admitted that while GroupM doesn’t have “all the answers”, it wants to “have the right conversations”, also revealing plans for the carbon calculator to assess carbon output across its campaigns, and how it can offset digital carbon generation. media campaigns.

“You can’t be responsible for the magnitude of the investment we have in this holding group and not want to make it better for future generations and for future communities,” Buchanan said.

GroupM has been contacted for more details on this.

WPP’s investment arm is also set to launch Strive in Australia, which it describes as its “future work program” in each of its four agencies, MediaCom, Mindshare, Wavemaker and Essence.

Strive to help GroupM employees move forward with a flexible approach to work, without requiring employees to come into the office on specific days, with a focus on “parental and caregiver leave, mental health and well-being, international mobility and beyond”.

“GroupM has moved away from rigid guidelines such as imposing specific office days and is taking a much more individual approach to flexibility by crafting guidelines based on trust, mutual respect and equitable benefits for all,” said said the agency. He also said that each GroupM employee will create their own Strive Flex plan, to best suit their needs.

Aimee Buchanan said:We are passionate about making advertising work better for people. A key part of this is making our agencies and GroupM a better place to work. We know that the future of work is different and we want to be bold, to become a unique place that really cares about our employees. It is not a question of imposing days at the office. We have an opportunity to redefine what work looks like and ensure that our people, our customers and our businesses can all win together. Strive isn’t finished, it’s a commitment to continuous improvement and we’ll build on that over the next few months as we continue to create a results-driven environment for our customers that supports our people and fuels our culture.

She continued: “Work is part of life, not the other way around. The pandemic has taught us that a new working model is needed and we have all shown that we can work efficiently and deliver as a team remotely. However, we all crave connection to the company and to each other. Strive Flex highlighted the importance of in-person agency cultural and collaborative moments, to grow and cultivate the culture, but gives our employees the opportunity to redefine how, where and when they work and focus on the getting results.

While further details of the Strive program will follow later this year, GroupM has implemented a new parental leave policy, allowing all parents 16 paid weeks as primary caregiver, with GroupM also paying sover-retirement during the paid and unpaid portion of parental leave. The group said it was intended to promote gender equality and an improved experience for all parents. All employees are eligible upon successful completion of probation, regardless of tenure at GroupM.

Additional provisions have also been made for adoption, foster care and surrogacy, as well as supporting people through devastating situations including miscarriages, early miscarriages and stillbirths.

GroupM AUNZ Director of Human Resources, Scott Laird, who was recently hired by Initiative, said: “We are continually improving our policies to ensure that we provide our employees with the best and most comprehensive support when they need it. need, whatever their stage of life. By making our policy gender neutral, we want to address common gender inequality in society and encourage more of our male employees to take advantage of the opportunity to be a primary caregiver. Paying superannuation while on parental leave helps tackle the financial inequality that can arise from taking a career break to have children, which has always been a major issue facing women.

Laird was one of Buchanan’s first senior signings at GroupM, having taken over in November last year.

Maria D. Ervin