Ethics & Ecology

Equity & Ecology: APR champions five industry initiatives for a better future

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Equity & Ecology

Production teams must strive for diversity via authentic multicultural representation, and ensure sustainability is measured and optimized across all production verticals

“It is extremely important that we all take immediate action to prioritize diversity and sustainability and to influence their importance in the advertising industry.” says Jillian Gibbs, Founder and CEO of Advertising Production Resources (APR) that oversees over $1 Billion in annual ad production spend across more than 60 clients, globally.

Gibbs goes on to say that the events of 2020 have shone a light on some of the challenges the advertising industry needs to face “APR is committed to supporting these initiatives in the promotion of equitable and environmentally conscious production practices.”

The five ground-breaking US & UK industry Initiatives being supported by Advertising Production Resources (APR) are:

• ANA’s AIMM (Alliance for Inclusive and Multicultural Marketing)
• She Runs it #Inclusive100
• AdGreen
• Ad Net Zero
• Green the Bid

 Gibbs says “This marks a major shift in production practices within the advertising industry, where production teams must strive for diversity via authentic multicultural representation, and ensure sustainability is measured and optimized across all production verticals”

“APR is playing an instrumental role in helping promote and support these inspiring initiatives launched to create more equitable production environments – both through cultural inclusivity in the production process and the reduction of production-related carbon footprints”

ANA’s AIMM

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), seeks to “create a powerful voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace.”

As the only production consultancy currently in the Alliance, APR is heralding a more diverse future alongside brands such as P&G, Google, and Facebook. With this partnership, APR hopes to create a movement towards a diverse and equitable production industry where inclusivity is not just an initiative, but a natural way of working. www.anaaimm.net

She Runs it #Inclusive100

#Inclusive100 is the industry’s first D&I initiative that uses data to measure progress and share actionable ideas and practices that make the industry more inclusive, equitable, and diverse.

Launched by She Runs It in partnership with Diversity Best Practices in 2018, the consortium now includes more than 50 companies from the marketing, media and tech industries. APR has got behind this group to help promote and support the industry on DE&I efforts in content creation. www.sherunsit.org/diversity-inclusion

AdGreen

Launched in September 2020 by The Climate Action Working Group, led by the Advertising Association in partnership with ISBA and the IPA, AdGreen was formed with the mission to “unite the advertising industry to eliminate the negative environmental impacts of production.”

APR is one of seven founding members of this initiative to rally the industry around sustainable production practices by bringing to market a Carbon Calculator to measure the footprint of advertising productions.

Danny Whybrow, SVP of EMEA/APAC and a member of APR’s Global Leadership Team commenting on AdGreen said that “Behind the camera, content creators can no longer ignore the impact that production has on the environment” Whybrow said APR is supporting this initiative to help communicate to the industry globally what must be done and to “improve production practices and create behavioural change towards zero-carbon/zero-waste content creation.” www.weareadgreen.org

Ad Net Zero

Launched in November 2020 by The UK’s Advertising Association, Ad Net Zero is an ambitious plan to galvanize the ad industry to reduce the carbon impact of developing, producing and running UK advertising to real net zero by 2030, supported by a five point Action Plan and Action Report in which production plays a key part.

APR was part of the Industry committee that launched the initiative and will continue to be actively involved as it embarks on the 10 year journey. Traci Dunne, APR’s Strategic Consultant, commenting on APR’s involvement says: “Having spent years at industry level with a passion for sustainability and feeling slightly disappointed how slowly our industry was reacting to the need for action, I am proud to be part of an action driven initiative with the AA, and excited for what is to come.” www.adassoc.org.uk/ad-net-zero

The Ad Net Zero Report

The full Ad Net Zero Report is available for free here to every member of the UK advertising industry. It includes a simple check-list of actions for you to make rapid change in your day-to-day business operations.

Green the Bid

Green the Bid has “created the framework for widespread industry adoption” – a grassroots initiative with the ambition to be a not-for-profit organization providing guidance and templates for clients, agencies, and production companies.  Organizations can become part of the Green the Bid community to work together to shift the advertising industry toward net carbon neutral, zero-waste production practices by clicking “Join Us” on their website. APR has joined as a ‘Supporter’ of this initiative to complement its commitment to the UK’s AdGreen initiative. www.greenthebid.earth

About Jillian Gibbs

Jillian Gibbs, is Founder and CEO of Advertising Production Resources (APR)

About APR

Advertising Production Resources (APR) is a content creation optimization consultancy that oversees over $1 Billion in annual ad production spend for 60+ advertisers around the globe. With hands-on production backgrounds in TV, Print, OOH, digital videos, Web, Mobile, Social & Experiential, our 200+ team members collaborate with advertisers and their creative resources to establish best practices & find efficiencies in advertising content creation. We use our unique vantage point and collaborative, integrated approach to drive innovation, improve production acumen, and increase return on investment for many of the world’s leading advertisers. www.aprco.com.