A new ESG accountability tool has been created by Omnicron Media Group, supporting the UK government and a range of private media clients to reveal the impact of investment across media supply chain.
The tool – named OMG Impact – was created in partnership with Legacy Media and will help advertisers get a better understanding of the societal and environmental impact of investment across the media supply chain.
Developed to help the UK government and OMG UK’s private clients make responsible and better-informed media investment decisions, it examines metrics that focus on climate and align with UN sustainable development goals.
The tool scores a range of twelve categories ranging from energy and climate change to diversity and labour rights.
The government is using a custom algorithm to report against social value, a variation on ESG – initial results have that the UK government has a higher ESG performance rating than the average for the advertising industry.
“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,” said OMG UK chief market analyst Bhavin Balvantrai.
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“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,” he continued.
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.”
Crown Commercial Service employee Stephanie Parry said: “It is all-important that the public is able to work with media owners that represent all sections of the British public. Measuring the ethics of the platforms they invest in, and then benchmarking them against our social value framework, ensure the right investments are being made.”
“It allows us collectively to minimise risk relating to impacts on society and environment, and ensures media spend through our framework agreement is accountable to all stakeholders.”
