News

Dentsu has partnered with the Thee GoodNet – the ethical media and intelligence company – to launch a new Ethical Media Index (EMI) in the UK, enabling brands to plan and measure the ethical performance of their digital campaigns.

Dentsu research has found that almost 80% of marketers believe that in a world where economic volatility is accelerated and exacerbated by climate volatility, there is no longer any disconnect between what is good for society and what is good for business. As a result, brands are increasingly focusing on sustainable and ethical media investment.

However, there are barriers across education, standards and resources that need to be overcome to achieve progress. The Ethical Media Index helps brands tackle these challenges, enabling the measurement of ethical and sustainability metrics at scale for digital advertising campaigns.

The Index uses over 50 data points across content, placement, corporate reporting and DEI to assign scores to the world’s largest ad-funded publisher domains. This provides a wide perspective of ethical performance, which brands can measure and optimise their digital advertising against to achieve their sustainability and DEI goals.

This is the latest tool dentsu can offer clients to help clients drive more ethical media campaigns, sitting alongside its existing solutions such as a cross-channel media carbon calculator, offering further support to brands wishing to deliver against sustainability KPIs. The Index is initially being rolled out in the UK, before being taken to global markets later in 2024.

“At dentsu, we are steadfast in our commitment to sustainability in our media investments,” said Steven Ballinger, Chief Commercial Officer UK&I at dentsu. “We want to empower our clients to deliver work that matches their values and sustainability commitments. Our investment in the Ethical Media Index reflects our dedication to sustainable, ethical and responsible media practices, setting a new standard in the industry. It aligns with dentsu’s broader ambitions to embrace ‘Sanpo Yoshi’ – a profound Japanese principle that achieves three-way satisfaction by pursuing actions that benefit not only business but also people and society. Getting this right means creating truly sustainable, legacy businesses, that can drive value for future generations.”

Oliver Deane, co-Founder at The GoodNet added: “Dentsu has been instrumental in helping shape the Ethical Media Index towards specific client needs. It is leading the market in adopting the product, exemplifying its heightened dedication to ethical practices. It recognises the significance of the Ethical Media Index score as a pivotal metric, integral to its assessment of media investments’ performance and impact. This underscores their unwavering commitment to a more responsible and sustainable media landscape.”

Dentsu is committed to helping its clients navigate disruption and build a more sustainable and inclusive society. Through its strategic partnerships with the Global Alliance of Responsible Media (GARM), Conscious Advertising Network (CAN) and Responsible Media Forum, dentsu is taking a proactive role to tackle the challenges facing the media industry, including reducing misinformation, eliminating harmful content online, and highlighting the conscious choices advertisers can make.

Mark Evans joins The GoodNet as advisor, bringing extensive marketing expertise to drive sustainable campaign success

The GoodNet (www.wearethegoodnet.com), a leading ethical media and intelligence company dedicated to helping brands achieve outstanding campaign results while making a positive impact on the world, is delighted to announce the addition of Mark Evans to its team as an advisor

With an impressive career spanning decades in the marketing and advertising industry, Mark is well-positioned to offer invaluable insights and guidance to The GoodNet as they continue to champion sustainability in marketing. Mark’s extensive experience encompasses leadership roles at some of the industry’s most renowned brands and agencies, including Direct Line Group, Mars, and HSBC. He is widely considered as one of the most highly regarded figures in the marketing industry.

The GoodNet was founded with a clear mission: to help brands achieve great campaign results while doing Good. This means delivering campaigns that not only yield exceptional outcomes but also make a positive contribution to both society and the environment. The company has worked with a wide range of brands, including Kia, EDF, Pinterest, Premier Inn, Heineken, giffgaff, and Trainline. This work contributed to The GoodNet being shortlisted for ‘Best Start-Up’ at this year’s Campaign Ad Net Zero awards alongside a nomination for ‘Best Application of ESG’ at The Wires.

Mark Evans said “I believe that marketing has the power to be a force for good, helping brands to achieve growth and their ESG objectives simultaneously. The GoodNet’s mission aligns perfectly with this and so I’m thrilled to join the team and help towards driving substantial industry transformation.”

Guy Jones said “Mark Evans’ addition to The GoodNet as an advisor underscores our commitment to helping brands and agencies to grow their businesses through sustainable practices. Mark brings wealth of knowledge and a CMO’s perspective on these subjects, this will help us become more valuable to our clients.

The GoodNet has been nominated in the Rising Star category at the prestigious Start-Up Awards. The nomination recognizes the exceptional growth and success of The GoodNet in the tech industry, and its commitment to providing innovative solutions for businesses and consumers alike.

Co-founder of The GoodNet, Guy Jones, expressed his gratitude for the nomination, saying “We are thrilled and humbled to be nominated for the Rising Star category at the Start-Up Awards. It is an honour to be recognized by such a prestigious organization and we are excited to continue pushing the boundaries of technology and innovation to help businesses succeed.”

The Start-Up Awards are one of the most respected and competitive awards in the UK’s start-up community. The Rising Star category highlights the most promising new businesses in the industry and celebrates their achievements. The GoodNet’s nomination is a testament to the hard work and dedication of the entire team, and its commitment to innovation and excellence in advertising and sustainability.

The judging panel contains executives from companies such as Startling Bank, BT and EY, and previous winners include Tail (fintech platform), Seedrs (funding platform) and Ver (energy).

The winners of the Start-Up Awards will be announced at a ceremony in London in June. The GoodNet team is eagerly looking forward to attending the event and meeting other industry leaders to celebrate the achievements of the UK’s start-up community.

The GoodNet has partnered withSeenThis to enhance the video and display advertising offering to our advertisers. SeenThis’ adaptive streaming technology uses lower data transfer on ad campaigns than legacy technology, avoiding carbon footprint for advertisers for running the same ad. 

The GoodNet will adopt SeenThis streaming technology to deliver display advertising, minimising sending uncalled-for data, and achieving faster load times. SeenThis provides a unique combination that not only creates a better user experience but also improves outcomes for brands and empowers them in their sustainability efforts to avoid CO2 emissions caused by digital advertising.

Oliver Deane, co-founder, The GoodNet, shares “SeenThis offers a better way to deliver advertising creatives. Their streaming technology does something that has previously not been possible: deliver high-quality creative with lightning-fast load-times while using less data in the process. We are excited to provide this upgrade for our advertisers and our audiences.”

The GoodNet enables brands to reach an audience of 12.7 http://gty.im/1046673564 million ethical consumers who are receptive to messages and products that drive the wellbeing of people and the planet. Brands using The GoodNet are directly funding publishers whose content inspires and educates people to live greener, healthier, and more socially positive lives, while achieving their campaign goals.

Gareth Holmes, VP of EMEA & APAC, says “The GoodNet is a leader in sustainable media and advertising, and is a perfect partner for SeenThis. Not only can advertisers reach a valuable audience across quality content, with our partnership, they can also deliver more sustainable, high-performing content.”

Sustainability ad network, The GoodNet, and technology company, actionable, announced an exclusive partnership that will help brands and non-profits activate interactive ad formats for ethical consumers in the moments they are most likely to take action. 

This partnership will bring together actionable’s deep expertise in building engaging ad solutions with The GoodNet’s access to a scaled audience of ethical consumers within highly contextually relevant environments. 

Any brands or organisations working with The GoodNet will be able to leverage actionable’s customisable ActionButton format, which can be used to gather insights, raise awareness, prompt user action, and create conversation. Likewise, any advertisers working with actionable will have the ability to activate their message across The GoodNet’s network of publishers whose content makes the world greener, healthier, and fairer. 

Sustainability is a critical topic within the advertising industry and much good work is being done around subjects such as carbon emissions. However, sustainability is also about engaging communities of people to take positive action in their lives and in the world around them. This partnership brings together two companies at the forefront of this charge, allowing advertisers to leverage their complementary services in a simple, joined-up way. 

actionable have worked with notable brands in the U.S.A in industries ranging from tech to beauty to lifestyle, with highlights including General Motors, Tommy Hilfiger, and L’Oreal. Last year, actionable was a key part of the General Motors master-brand launch, helping to raise awareness around the brand’s overall shift towards electric vehicles and sustainability. 

Guy Jones, co-founder, The GoodNet said, “We are delighted to be bringing the ActionButton to advertisers who are working with us to reach ethical audiences. Our audience comes to our publisher websites for inspiration and advice on how to live a greener, healthier, and socially positive life. This unique format is a fantastic way for brands to engage with ethical consumers in the moments when they are looking to take positive action.” 

Alice Pott, managing director, actionable, said “actionable has always believed in the power of meeting people in the moments they feel inspired and giving them ways to take instant action. TheGoodNet’s extensive sustainability publishers gives us the opportunity to reach even more moments of inspiration with ethically-minded audiences. Collaboration is key to building a sustainable future and we are thrilled to have found such an aligned partner.”