Eco-Effectiveness

Client: BMW UK

BMW is a brand that cares deeply about sustainability. In 2021, BMW UK had twin priorities: drive greater effectiveness from their media plan, and increasingly contribute to their global ambition to have the most sustainable supply chain in the industry (which includes Media and Marketing).

In response, we created the Eco-Effectiveness index; fusing carbon impact data with econometric sales uplifts to allow us to truly integrate sustainability goals into the media optimisation puzzle. This analysis proved that BMW’s priorities were not in fact in tension, and has allowed us to focus on driving more sustainable growth for the brand.