The Admosfy project by the media agency [m]STUDIO and myclimate now bears the official seal of TÜV Rheinland Energy GmbH. The independent TÜV experts certified the carbon footprint calculation method specially developed by [m]STUDIO and GroupM in cooperation with myclimate, which calculates the CO2 footprint of a final media plan for offsetting via corresponding carbon offset projects. Admosfy thus offers the first calculation method of this kind that has received certification for climate-neutral advertising from an independent body for Germany, Austria and Switzerland. In addition to the additional security, this means one thing above all for advertising clients: their offset media activities are based on a calculation methodology tested by TÜV Rheinland and can call themselves «climate-neutral media campaigns» after corresponding offsetting by myclimate.
Since May 2021, [m]STUDIO has been offering all advertising customers in Germany, Austria and Switzerland Admosfy, a solution to effectively offset the CO2 emissions of their media campaigns. Admosfy calculates the specific CO2 footprint with regularly updated emission factors per media channel and campaign-specific variables, which can be individually offset via GoldStandard-certified carbon offset projects from myclimate. Supporters of this initiative include well-known advertising clients of GroupM who realise climate-neutral campaigns with Admosfy - among them, for example, eBay Classifieds: «Sustainability is close to our hearts at eBay Classifieds. So it is important to us to reduce our footprint in all areas at best and to compensate where it is not possible - so of course also in marketing. Since 2021, Admosfy has been helping us to accurately calculate and offset the footprint of our campaigns. The TÜV certification is proof of Admosfy's effective work,» says Jasmine Richards, CMO at eBay Classifieds.
«With Project Admosfy, we already took an important step more than a year ago to effectively offset the carbon footprint of media campaigns,» says Marc Schnitzler, Managing Director of [m]STUDIO. «The certification by TÜV Rheinland independently confirms that we are on the right track. This is a great success for us, but of course we don't want to rest on our laurels. Our mission is to optimise all steps along the value chain for climate-neutral advertising. For example, in the future we also plan to make the production of advertising media climate-neutral with Admosfy, as well as identifying avoidance potential in order to meet WPP's Net Zero targets by 2030.»
Susanne Jorre, responsible for LCA testing at TÜV Rheinland explains, «The advertising market is characterised by a high number of different advertising media, which are not easy to map in an integrated calculation methodology. For the calculation across all media channels and formats, a lot of standards have to be observed, everything has to be transparent and plausible before we give our test verdict. Project Admosfy meets these criteria and delivers valid results for compensation.»