Every Day Is Earth Day

It’s an unfortunate truth that buzzwords often overshadow genuine action. This Earth Day, we spoke to Laurence Ferry, the ESG and global projects lead at Publicis Production. She’s on a mission with Publicis to forge a path that transcends lazy rhetoric, swapping it for actual, tangible change. There’s a standard being set throughout the business – whether it be expanding sustainable initiatives across global markets, or appointing ESG Champions – they’re working to ensure sustainability is embedded into every facet. 

But it isn’t just about the size or scale of the ventures – as Laurence tells us – it’s about the meticulous execution of each initiative. Through ongoing training, alignment with client goals, and leveraging of cutting-edge technology, they are committing to walking the walk. By investing in virtual production to reduce travel emissions, and embracing AI responsibly, each decision is guided by a desire to reduce carbon footprints, all without compromising on creativity. 

In this interview, Laurence challenges the industry to rethink its approach, urging companies to start conversations with partners and align sustainability goals with business strategies. 

LBB> Since our last conversation in April 2023, what developments have occurred in Publicis Production’s sustainability and ESG initiatives?

Laurence> Our company has undergone significant expansion in managing sustainable production, transitioning from overseeing operations in just three or four markets to over 20. Notably, for one of largest clients within the biscuits category, we are rolling out our sustainability approach across all markets on 100% of their shoots.

To further our commitment, we've appointed 15 ESG Champions across key production hubs and markets. While these countries have different levels of maturity when it comes to the reduction of carbon emissions as they have different levels of engagement from vendors, we continue to conduct baseline evaluations to guide clients toward greenhouse gas (GHG) reduction targets, leveraging these benchmarks to inform and support our clients effectively.

LBB> Can you share some examples of initiatives or projects that have been undertaken? How have they contributed to the company’s sustainability goals and how were they tackled?

Laurence> We’re pleased to share that we have expanded our approach as clients are showing an increased interest in embedding ESG best practices in their production and have too many examples to mention.

Here are some of my favourites.

1. Ongoing Training 

   
   

Working with clients of scale has led us to make a significant investment in training our production teams, which subsequently involved local vendors in this collaborative effort. 

We have our own training tools and are multiplying business cases to spread the word with proof of concept.

It's worth mentioning that we are increasingly producing content internally, providing our clients with the option to choose directors while overseeing production with our teams. This approach accelerates the application of our methodology for multiple reasons. By consistently using Publicis teams for production needs across all brands, production teams save time and resources by implementing proven strategies that effectively reduce impact. This accelerates change by eliminating the need to convince stakeholders with each shoot, streamlining the process, and facilitating quicker adoption of improvements.

2. Aligning on client goals 

   
   

We focus our efforts on committed clients. Translating their sustainable strategy into sustainable production guidelines.

Having a clear direction from a client helps align the creative and planning teams to integrate sustainability into the narratives they build for brands and agree on the way to execute the creative idea in the most sustainable way.

When we are aligned, we fight all types of waste, from avoiding producing any unnecessary assets to maintaining a reasonable number of scenes or reusing assets. 

Our carbon calculator, A.L.I.C.E, is the only multichannel calculator on the market. We can track the carbon footprint of all our activities (media, production, commerce, data, digital) towards our clients’ goals.

3. Investing in technology 

   
   

Investing in technology remains a high priority for Publicis Production. We embrace technology, such as Virtual production, automated content production solutions and GenAI.

These new approaches to production have a positive impact by saving time and limiting travel but they come with an impact on the environment.  Being conscious of it, we are committed to 100% transparency. 

On virtual production, in which we invest heavily, we’re launching our 450sqm virtual studio in Paris. We’ve engaged our vendors to evaluate the carbon footprint of equipment manufacturing which we will factor into our calculations. 

We initiated conversations with AdGreen and other production groups to align on protocol and guide our clients on what they can claim without falling into greenwashing.

On GenAI, while it’s still early days, we will include the impact as soon as data is made available

LBB> How has the company’s approach to sustainability and ESG values influenced its corporate culture, both internally and externally? 

Laurence> When looking externally:

Communication contributes to creating new social norms for a more sustainable world, for a society that is more virtuous and respectful of global resources. Communication can and must be a powerful tool for environmental transition.

This can be seen through the campaigns we created for our clients. Our work on Renault is a great example of how we’re activating this. Working on car shoots generally involves a lot of transportation – for Renault, we combine shooting on location, in studio, with virtual technology, and using CGI, all while setting goals to improve our efforts year after year. 

In addition to shooting more responsibly, collaboration with our creative teams, we were able to deliver responsible messaging. The Renault, campaigns like the ‘Plug-in’ or ‘Happy’, or their Captur E-Tech, present the benefit of electric cars, their accessibility for all and still, invite consumers to a responsible use of the cars 

Furthermore, Publicis Conseil, a creative agency based in Paris within Publicis Groupe, was rated #1 in the ACT Good Report 2024 just released. Overall, this report shows the progress made in our industry to promote sustainability and social responsibility and raise awareness of significant social and environmental issues.

Additionally, leveraging the extensive experience of Publicis Groupe, our creative teams are aware of their responsibility in crafting messages and imagery. Our efforts are bolstered by initiatives such as ‘New Narratives’ shared on our Intranet Marcel and ‘The Positive Library’, all of which drive a positive shift.

Through these examples, we see that all Publicis teams embrace responsible marketing according to their field of action.

When looking internally:

This can be seen through the attendance at various initiatives and discussions on climate change. At the most recent Positive Day held on 15th March, an event dedicated to responsible marketing, organised several times a year by the Publicis Group in France, over 1500 people participated for the entire day.

LBB> How has data measurement and reporting played a role in tracking progress towards your sustainability goals within Publicis Production, and what can you tell us about the insights gained from the data?

Laurence> Data plays an important role in engaging clients towards a carbon footprint reduction plan. Measuring carbon emissions in detail helps focus on the areas where the greatest impact can be made and encourages teams to take the most effective actions on an ongoing basis.

At the start of the process, we establish a baseline and identify strategies to reduce emissions. Thanks to many clients, particularly in France, we've established benchmarks that serve as valuable references. Collaboratively with our clients, we define a reduction plan and agree on policies to integrate into their production guidelines, such as travel policies, vendor guidelines, and shooting protocols.

Looking ahead, we want our clients to monitor their emissions alongside budget considerations. This will be made possible thanks to collaboratively set targets.

LBB> The sentiment that ‘Every Day is Earth Day’ is striking. Please tell us what that means to you.

Laurence> While there's a shared understanding that we all need to move in this direction, there are elements that can come into conflict. Inflation, leading to shrinking budgets, is sometimes stated as a reason to shy away from sustainability goals, however, we’re fighting against this cliché.

Interestingly, sustainability efforts lead to the opposite effect. By fighting against waste – whether it's limiting unnecessary asset creation or opting for rental over purchase – brands actually generate savings.

LBB> For companies wanting to make a genuine impact and difference with their ESG efforts, what advice would you give them?

Laurence> Start the conversation with your partners. Most of them have established methodologies and tools to help you reduce the footprint of your activity. It's best to engage in discussions about the approach rather than relying solely on predefined criteria.

The roadmap towards the reduction of GHG emissions could become part of your strategy and more easily deployed if aligned with decisions taken by your company.

LBB> What can we expect to see from you and Publicis Production looking ahead? Are there standout goals you’d like to achieve within this space over the next few years?

Laurence> Delivering tangible results for our clients remains my priority. Here are some new areas to consider through this lens:

• Virtual shooting offers a sustainable alternative to traditional production methods by reducing emissions associated with travel.

• Embracing AI responsibly. AI brings tremendous efficiency but has a high impact on carbon emissions. Getting to know the impact will drive responsible use.

• Working with clients to define emission targets upfront – this will help guide our efforts.

LBB> Anything else you’d like to add?

In managing carbon emissions, companies typically start by addressing what's known as Scope 1 and 2, which relate to their manufacturing processes and energy sources. Only after these are managed do they consider Scope 3, which includes emissions from all activities involving suppliers.

I suggest we start addressing these in parallel, understanding that it is a process that takes time. First, establish a baseline for reduction, then formulate action plans for achieving it.

Attending the CHANGE NOW event in Paris two weeks ago, I was lucky to listen to CEOs and global sustainability officers from major global companies speak about the unlimited ways we can drive change. On average emissions from Scope 3 represent 10 times the emissions from Scope 1 and 2 so there is no time to wait!