Talon named among 14 agencies piloting IPA’s new GMSF-aligned media carbon calculator 

Talon is proud to be one of the 14 IPA Media Climate Charter agencies participating in the pilot phase of the Institute of Practitioners in Advertising (IPA) upcoming launch of a carbon emissions calculator for the media supply chain. Marking a major step forward in sustainable advertising, the pilot testing is set to begin before the end of 2025. 

Developed in alignment with Ad Net Zero’s Global Media Sustainability Framework (GMSF), this new tool will empower agencies and advertisers to accurately measure and reduce the environmental impact of their media campaigns. Talon’s involvement will be alongside other forward-thinking agencies, including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will help shape the future of sustainable media practices. 

A new standard for sustainable media 

This industry-first calculator is designed to comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It directly supports Action 3 of the Ad Net Zero Action Plan, which focuses on cutting emissions across media planning, buying, and distribution. 

By embedding the GMSF into its core, the calculator ensures a consistent, transparent, and actionable approach to sustainability, helping the advertising industry move decisively toward net-zero emissions. 

Developed by Good-Loop, backed by the IPA 

Following a rigorous selection process, the IPA appointed Good-Loop as its technical partner to develop the tool. Known for its commitment to ethical advertising, Good-Loop will deliver a solution that is Transparent, offering clear verifiable data, Standardised, enabling consistent emissions tracking across media channels and Actionable, helping agencies and brands take meaningful steps toward sustainability. 

Key benefits of the new calculator 

• Comprehensive Coverage: Calculates emissions across six major media channels, TV, digital, print, audio, outdoor, and cinema. 

• Industry-Wide Standardisation: Promotes consistent and comparable tracking across the advertising ecosystem. 

• Support for Ad Net Zero Goals: Aligns with global climate commitments and empowers agencies to lead responsible change. 

• Transparency and Accountability: Helps brands demonstrate authentic sustainability efforts with credible data. 

Looking ahead: Global collaboration 

In addition to the UK rollout, the IPA and Ad Net Zero are launching an international coalition to support the development of region-specific versions of the calculator. This initiative invites advertising bodies from around the world to collaborate, ensuring that sustainability standards are globally relevant and locally actionable. 

Luke Willbourn, Managing Director, Talon UK “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”