Mastering
Green Media
Strategies

With Steve Pollack
Founder of the Payback Project

Enrol now Free Preview

[ Course summary ]

The vast majority of advertising campaigns run with zero emissions measurement. Not because the tools don't exist, because nobody has made it a requirement. Under new EU legislation, brands must now legally report the carbon footprint of their entire supply chain, including media spend. Most marketing teams have no idea where to start.

Steve Pollack has over 40 years of media industry experience across agencies, global advertisers and consultancies, including Managing Partner at Mindshare Worldwide and Head of Media Communications at Nestlé UK. He built this programme from the ground up after discovering that media was almost entirely absent from corporate sustainability plans, and has since refined it for advertisers of every size, across every market.

This course gives you the practical tools to measure, reduce and report your media emissions without compromising performance.

[ What you will learn ]

By the end of this course, you will have learnt why Green Media is important for your business. You will learn how to make your advertising greener, how to work with your partners internally and externally, and most importantly, you will have the knowledge you need to create an action plan.

About this course

$249.00
18 lessons
CPD Certified
4 CPD Hours
Green Media Planning Guide

[ Course Curriculum ]

Mastering Green Media Strategies with Steve Pollack

Introduction to Mastering Green Media Strategies with Steve Pollack.

A - What is green media and why is it important?
B - Traditional media emissions
C - Why is green media good for business?
Module 1 Quiz
Reflection exercise

A - Brands leading by example
B - How to shift to green media (intro guide)
C - How to work with clients on a green media campaign (requirements of a brief)
D - How to report green media results to clients
Module 2 Quiz
Reflection exercise

A - Green media partners & how to find them
B - Tech & Tools
C - Handouts and wrap up
Reflection exercise

A - Recapping your journey
B - Takeaways
C - Do Epic Good & further learning
D - Feedback form

[ FAQ ]

Green media means planning, buying and optimising advertising in a way that reduces carbon emissions, choosing lower-carbon channels, partners and formats without sacrificing reach or results. It is becoming a business issue because brands are now legally required to account for the environmental impact of everything they spend, including media. Most advertising campaigns currently run with no emissions measurement at all and for one of the largest line items in any marketing budget, that is a problem that can no longer be ignored.

No and this is the biggest misconception holding the industry back. Evidence from leading advertisers shows that sustainable media planning can improve campaign performance, not compromise it. Lower-carbon channels are often more efficient. Leaner planning reduces waste. The business case for green media is commercial, not just environmental.

This course shows you exactly how to make that argument internally with data, not just principles.

Advertisers, marketers, media agencies and media owners who want to deliver more sustainable media but don't know where to start. The course is relevant regardless of budget size or market, drawing on Steve's 40 years of international media experience across advertisers including Nestlé, Dyson, GSK, Kraft Foods and De Beers.

It is also relevant for sales teams. Advertisers are increasingly looking for greener media channels, and those who can offer them will have a clear advantage on media schedules.

No. The only requirement is that you are involved, or want to be involved, in planning, buying or selling media. All sustainability concepts are introduced from first principles. Steve's approach is grounded in commercial media practice, not environmental theory.

The course covers what green media is and why it matters, the business benefits of adopting it, how to identify reduction opportunities, how to implement changes, and how to measure and report results — including how to work with clients and partners on a green media campaign. It comprises 2.5 hours of video content with additional reflection exercises, and takes most learners around 4 hours to complete in full.

On completion, you receive a globally recognised CPD certificate — 4 CPD hours — accredited through the Continuing Professional Development Standards Office, plus the Green Media Planning Guide. DEG's completion rate is 87% — the industry average is 15%.

Yes. The course is applicable to both big and small advertisers.

Absolutely. The designer of the course has over 20 years of international media experience and understands that different markets will be at different stages of development. The course material takes this into account.

Increasingly advertisers are looking for “greener” media channels, particularly online. Sales teams that can offer more sustainable media solutions will therefore be in a better position to get a place on media schedules.