Omnicom Media Group has created a tool to measure ESG accountability to help advertisers gain greater visibility of the societal and environmental impact of their investments across the media supply chain.
Created in partnership with ESG data specialist Legacy Media, OMG Impact will enable OMG UK to evaluate media owners on their environmental, social and governance practices, benchmark how media investment strategies align with clients’ ESG commitments.
The UK government will become the first organisation to use the tool, which will provide it with an ESG index for historical media investment offering deep dives into scores around 12 ESG categories ranging from Energy and Climate Change, through Community and Development to Diversity and Labour Rights.
“OMG Impact offers a proactive solution to any client that wishes to invest in the media owners who align with their values and those of their audience,” OMG UK chief market analyst, Bhavin Balvantrai said.
“It’s the first of its kind in helping to bring accountability to an advertiser’s media supply chain, often one of the largest investment areas within a business, and it demonstrates our broader commitment to helping clients balance marketing efficacy with ESG values.
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“The launch of OMG Impact marks the first time Legacy Media has partnered directly with a global agency partner and opened access to its full datasets. This stands as testament to OMG’s status as a trusted partner across the media ecosystem.”
Ultimately, the tool will allow users to ensure that they can stay committed to safer and more responsible practices, whilst also enabling them to make better informed investment decisions based on a client’s ESG credentials.
Legacy founder and CEO Andy Power added: “Our mission is to improve the understanding and activation of responsible media investment, through an ESG lens, leaving a lasting positive effect upon the world.
“The partnership with OMG UK and OmniGov allows us to greatly scale our offering in the UK and work towards full representation for media owners, crucially in minority owned media and other under-represented cohorts.”
