Ms Laura Costello:

It is a phenomenal figure, at 32%. It should be on every advertising team's wall to look at as a challenge. It is not disputed. It was presented at COP27 this year in Sharm El-Sheikh. Again, it is UK-based but we think it would be quite similar here. It is calculated using the UK advertising spend by sector, the advertising return on investment by sector and the greenhouse gas emissions per pound output by sector. It takes into account the effects of the supply chains of all the products that are sold, and that equals the advertised emissions. Many of the economic metrics and figures behind those calculations are used to calculate the effectiveness of the industry generally so it takes into account how we tell people we are good at our jobs. It uses everything in terms of the products that go out into the world - their entire life cycle essentially - to get to that figure and it is not disputed.