Climate change, along with the disruption of other critical environmental factors, poses a threat to living conditions on our planet. At Jellyfish we believe that we hold a responsibility to profoundly transform our business in order to build resilience not only for ourselves, but for our entire ecosystem. That is why we have launched our J4 Sustainability Program in 2023.
With our J4 Sustainability program, we want to reconcile sustainability and brand performance as well as contribute to building a world where marketing becomes a force of positive change for future generations.
In July 2023, we committed to setting near- and long-term science based targets for carbon reduction within two years and to have those targets approved by the Science Based Targets initiative (SBTi). To achieve this ambition, we have measured and analyzed our carbon emissions for 2023 and now aim at reducing our emissions by 10% in 2024 year on year.
Jellyfish's ambition is to be a platform to perform for brands and talent, but in today’s world, performance should never be delivered at the expense of climate preservation. That is why we are profoundly rethinking and reshaping the services we deliver. Our capabilities, particularly Paid Media and Creative & Experience, are actively working on systematically including carbon measurement in the projects they realize for our clients and to effectively reduce those emissions month after month.
Brands have a great role to play in making sustainable consumption options available and easing the transition for consumers to more sustainable behaviors - our job is to make those new behaviors desirable among their audience and to do that in the most genuine, fun and creative way by playing with the codes of digital media.
Céline Craipeau, VP Sustainability, Jellyfish
Sustainability in Digital Marketing is still a relatively new area of expertise, carbon calculation models are evolving rapidly and what we may hold as a truth today could be a completely different situation tomorrow. Our teams aren’t taking anything for granted and are actively collaborating with industry stakeholders to make sure we focus our efforts on initiatives that will have the greatest impact.
To fight climate change, we need to scale impactful initiatives immediately. Our strategy is to include sustainability solutions within our very own value proposition, rather than focus our efforts on building an isolated Sustainability practice, that is why our Sustainability team is working across the organization and is collaborating with all teams to design scalable solutions for our client. For example, we created a solution to improve media performance whilst reducing CO2 emissions at the same time, helping one leading European telecommunications company reduce their impact by 30%.
To enable digital marketing to create value in a profoundly disrupted world, we must completely reshape its foundations. This requires a new approach to be applied at each level of the company to make sure that everything we invest in will be sustainable by design and future-proof. To bring this intention to life, we completely reshaped our data architecture to achieve 96% reduction over the carbon emissions of our Google Cloud Projects.
Jellyfish is thrilled to have won the Campaign Ad Net Zero Awards 2024: the Sustainability Best Practice Award - Agency (EMEA). This award recognizes our innovative J+Bidding for Climate solution, which helped HEINEKEN France reduce the carbon intensity of their programmatic media impressions while improving performance using the DV360 custom bidding algorithm.
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*Source: The Shift Project