Wavemaker UK becomes first WPP agency to mandate carbon calculator

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December 2, 2022

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1 minute

In brief: Wavemaker UK will apply GroupM’s carbon calculator and a diversity and inclusion audience planning process as standard on every plan from January.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

Wavemaker UK will apply GroupM’s carbon calculator and a diversity and inclusion audience planning process as standard on every plan from January 2023.

All plans and campaigns for the agency’s excess of 100 clients will measure and review carbon emissions and reach and growth across underrepresented minority groups.

Wavemaker will then make recommendations to reduce or offset carbon, and how to make planning more inclusive and use diverse media partners.

Other WPP agencies use the GroupM carbon calculator and have their own versions of inclusive planning processes, but do not currently mandate it as part of every plan.