At Havas, we have a simple, guiding mission: making a meaningful difference for brands, businesses, and people. Our commitment to sustainability forms part of the foundation of this mission. In recent years, sustainability has experienced fluctuating levels of attention in the marketing industry, influenced by various factors: evolving regulations, consumer buying behaviours, and geopolitical developments. Kerrie Patten, MX Director, Havas Media, explains how to make a meaningful, sustainable difference.

While buzzwords may flutter in and out of trend, the reality of climate change is undeniable and unshakable.

The profound threat to planetary well-being requires forward thinking, within our industry and across society.

Unfortunately, this urgently needed progression currently lags far behind.

The media industry plays a significant role in the overall carbon footprint of advertising, highlighting the critical need for decarbonisation.

We have innovative tools and compelling research to help the industry address this, yet awareness and action remain slow.

At Havas Media Ireland, we have approached the challenge of media decarbonisation from multiple perspectives, aware that, as part of a wider network agency, we operate within a vast network of factors beyond our direct control.

Nevertheless, we believe in acting responsibly, no matter our size.

We are committed to supporting our clients in decarbonising their media investments and in advancing their sustainability objectives to the best of our ability.

And it’s delivering results—our efforts to date have directly informed and strengthened how we approach sustainability with our existing clients and in our new business strategy approach.

• MEASUREMENT

In 2024, we launched our Havas Carbon Impact Calculator in Ireland — a proprietary tool that measures greenhouse gas emissions across media, creative, and production.

With data from Irish suppliers, this tool ensures accurate, locally relevant reporting.

Our plan is that every client campaign above a certain budget threshold will be automatically included in our opt-out carbon measurement program, integrating carbon impact data with traditional campaign metrics.

Dedicated sustainability champions within each core client team are also trained in measurement and decarbonisation strategies.

• EDUCATION

Education is foundational to our approach. Since 2023, all staff have completed mandatory sustainability training, including Havas’ CSR strategy and the IPA Ad Net Zero Certificate, with additional specialist courses available.

Sustainability Champions are trained on the Havas Guide to Sustainable Media, enabling them to identify carbon reduction opportunities — e.g. optimising asset files and minimising unnecessary impressions.

• PLANNING SOLUTIONS

We equip clients with proprietary tools to actively reduce emissions.

Our Sustainable Digital Media Marketplace connects clients with lower-emission digital publishers.

Other solutions include MOMA, an AI-driven platform for supply path optimisation (delivering up to 49% emissions reduction in trials), and M4, an econometric modelling solution integrating carbon data into ROI simulations.

Sustainability is embedded into campaign design, and we partner with suppliers committed to reducing emissions.

• INDUSTRY ENGAGEMENT AND RESEARCH

We champion transparency and shared learning as members of Ad Net Zero, with representation on its board and working groups.

This year, we partnered with WPP Media and Future Proof Insights to research the GARM principle of ‘Creative Sustainability based on Media Sufficiency’.

Findings presented at the Ad Net Zero conference revealed that well-crafted TV assets in Ireland show minimal wear out, allowing for longer, more efficient use without sacrificing effectiveness — ultimately reducing emissions and resource consumption.

Our full report will be published in July.

While challenges remain and industry progress is slow, we are committed to empowering teams and clients to make informed, responsible choices.

Through leadership and collaboration, we believe the transition to a more sustainable future for brands, businesses, and society is within reach.

At Havas, we are proud to help lead this change from a media perspective, driving meaningful progress.

Photo: L-R: Chris Cashen (WPP Media), Kerrie Patten (Havas Media) and Sean Higgins (Future Proof Insights). Photo: Aiden Oliver