Sustainability is no longer a side issue. It's a core requirement for modern media planning. Whether it's data minimization, CO2 reduction, or a holistic evaluation of media partners based on environmental, social, and governance criteria, the Mediaplus Sustainability Initiative brings together projects that show how responsibility and performance can go hand in hand. Two developments have shaped the industry in particular: GreenGRP, one of the first open platforms for offsetting the CO2 emissions of advertising campaigns, set an important example for climate-conscious media work. The Responsible Media Index (RMI) followed with a rating system that, for the first time, allows for an objective ESG classification of the German media landscape. Both initiatives remain key reference points for sustainable media work in Germany today. The cases below show how sustainability has been put into practice on real Mediaplus client projects.
Our Sustainability Case Studies
GreenGRP: Making the advertising industry's CO2 emissions visible
As one of the first platforms of its kind, GreenGRP made it possible to calculate and offset CO2 emissions across the entire advertising cycle, setting an important example for climate-conscious media planning in the industry.
Dr. Hauschka: Advertising without compromise
An innovative media stack combines data-light audience targeting with sustainable high-impact formats, proving that relevance doesn't require cookies.
Jack Wolfskin: Does sustainability messaging pay off for brands?
A custom sustainability test grid shows that authentic sustainability messaging measurably increases brand value, relevance, and purchase intent.
RMI: A holistic approach to evaluating sustainability in media planning
The Responsible Media Index establishes a unique industry benchmark, rating media companies on environmental, social, and governance criteria and enabling impact investing in the media sector.
Responsibility has a name
"What convinces me about our Sustainability Initiative is that it doesn't stop at statements of intent. Every project, whether GreenGRP, the RMI, or our work on client projects, makes sustainability concretely measurable."
Florian Ecker
Sustainability Expert
Mediaplus
Want to build sustainability into your media strategy? Talk to us about the right approach.
Our Commitment
Sustainability in the advertising industry keeps evolving, beyond our own projects as well. Mediaplus is represented in the BVDW's Working Group Sustainability through Andreea Wolter, Director Product & Business Development, and plays an active role in the Sustainable Digital Advertising Lab. The lab develops guidelines and standards for sustainable practices across the entire value chain of digital advertising, from creation to distribution, and also serves as the link to the IAB Europe Sustainability Standards Committee.
"Using resources responsibly matters to me personally, not just in my private life but in my work too. In the lab, we work together on standards and create guidance for the entire value chain of digital advertising, from the creation of an ad to delivery, tracking, and reporting. What draws me to this work is realizing how often responsible decisions and strong campaign results actually reinforce each other in practice."
Andreea Wolter
Director Product & Business Development
Mediaplus
Sustainability across the Serviceplan Group
With #THEGOODLINE, the Serviceplan Group brings together its sustainability experts under one roof, covering everything from sustainable strategy to communications to sustainable media. In 2024, Ad Age named #THEGOODLINE one of the top five sustainability projects in the agency world. This commitment is backed by the Serviceplan Group's international sustainability strategy, with clear targets for CSRD readiness and climate goals validated by the SBTi.
→ Learn more about #THEGOODLINE
→ Learn more about the Serviceplan Group's international sustainability journey
Frequently Asked Questions about the Sustainability Initiative (FAQs)
Sustainable media planning takes environmental, social, and governance factors into account, alongside standard performance metrics, when selecting media partners and channels.
The RMI is an index that makes the sustainability performance of media companies operating in Germany comparable, based on the ISS ESG Corporate Rating.
GreenGRP was one of the first open platforms for calculating and offsetting CO2 emissions across the entire advertising cycle, developed in partnership with ClimatePartner and aligned with the UN Sustainable Development Goals.
No. The cases show that data-light targeting and sustainable formats can go hand in hand with strong performance metrics like click-through rate and engagement.
Mediaplus contributes to the development of standards for sustainable digital advertising through the BVDW's Working Group Sustainability, drawing on experience from projects like the RMI.
The Sustainability Initiative brings together concrete Mediaplus projects, while #THEGOODLINE describes the broader sustainability offering of the entire Serviceplan Group across all disciplines.
