Wavemaker UK becomes first WPP agency to mandate carbon calculator

In brief

Wavemaker UK will apply GroupM’s carbon calculator and a diversity and inclusion audience planning process as standard on every plan from January 2023.

All plans and campaigns for the agency’s excess of 100 clients will measure and review carbon emissions and reach and growth across underrepresented minority groups.

Wavemaker will then make recommendations to reduce or offset carbon, and how to make planning more inclusive and use diverse media partners.

Other WPP agencies use the GroupM carbon calculator and have their own versions of inclusive planning processes, but do not currently mandate it as part of every plan.