MSQ Source to provide insights for delivering sustainable, worldwide production through local content creators

MSQ Source, a recent addition to MSQ Global Studios, has joined the AdGreen Advisory Board, bringing additional understanding of carbon reduction in advertising production to support AdGreen’s continued expansion and development. MSQ Source joins fellow members of the AdGreen Advisory Board – the Advertising Association, ISBA, the IPA, the APA, the AOP, adam&eveDDB, APR, Dentsu, Google, Havas, IPG, L’Oreal, Publicis Groupe, Sky, Unilever and WPP.

MSQ Source, a recent addition to MSQ Global Studios, has joined the AdGreen Advisory Board, bringing additional understanding of carbon reduction in advertising production to support AdGreen’s continued expansion and development. MSQ Source joins fellow members of the AdGreen Advisory Board – the Advertising Association, ISBA, the IPA, the APA, the AOP, adam&eveDDB, APR, Dentsu, Google, Havas, IPG, L’Oreal, Publicis Groupe, Sky, Unilever and WPP.

MSQ Source offers curated global production services which connect in-house teams and clients with the best production, directing, and creator talent around the world. The new managing director, Darren Khan, a long-term advocate of AdGreen through a previous role as the founder of Travlrr, will represent MSQ Source on the board. MSQ Source’s approach means content can be developed with the same creative production rigour but in faster and more sustainable ways, using culturally diverse teams’ representative of the global markets that brands are trying to connect with.

AdGreen have worked with creative agencies, holding companies, production companies, brands and trade bodies since September 2020, to ensure the offer to the production community accurately reflects the industry it is supporting. For Ad Net Zero supporters, AdGreen is a means of implementing Action 2 of the programme: to reduce emissions from ad production. AdGreen’s carbon calculator has been adopted by many organisations, both in the UK and internationally, and AdGreen published its first collection of industry-wide data in March, highlighting the carbon emissions created by the production arm of the advertising industry and opportunities to make rapid reductions.

Speaking on this recent appointment, Darren said: “I am absolutely thrilled to be joining the AdGreen Advisory Board to continue the journey we started in 2018. At MSQ Source we want to help brands explore new and innovative ways to reduce carbon emissions from production, as well as using local and cultural insight to tell global stories through a local lens. We believe our practical experience can further help AdGreen to accelerate a sustainable approach across our industry, with recommendations and advice always underpinned by data from the AdGreen carbon calculator.”

Jo Fenn, Global Director of AdGreen, added: “We are delighted to welcome MSQ Source to the board, and to have Darren become an even more integral part of the AdGreen network. A company which has sustainable production built into its foundations can bring a unique perspective to an industry which is looking to decarbonise. As a not-for-profit organisation, we aim to provide accessible, data-driven solutions to the critical challenge of carbon reduction. Our carbon calculator and reduction resources are created with the industry, for the industry, and we look forward to sharing the insights and knowledge MSQ Source will bring, with our wider userbase.”

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