The collaboration will lead to the launch of an innovative and broad-reaching carbon measurement tool powered by Scope3 data to aid sustainability efforts across paid media

Global digital marketing business Jellyfish today announces a pioneering partnership with global healthcare company Sanofi and supply chain emissions data specialist Scope3, having been appointed by Sanofi to help achieve its ambition of systematically measuring CO₂ emissions in paid media across all markets, and support markets with carbon reduction initiatives.

A carbon calculator will cover eight different channels, across 35 countries and all brands within the Sanofi Consumer Healthcare division. Sanofi had success reducing carbon emissions with Scope3 in early 2023 tests and is expanding carbon measurement and reduction with this partnership.

To achieve this goal, Jellyfish is leveraging Google Cloud to host a data lake, and working with Scope3 to measure CO₂ emissions.

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“We are so proud that Sanofi has chosen Jellyfish to achieve its ambition of systematically measuring CO₂ emissions in online paid media. This ambitious project will see us design and build a tool enabling its team to analyse the carbon emissions attributable to paid media across all markets,” says Céline Craipeau, VP Sustainability at Jellyfish.

Prasad Sridhar, Global Head Media, Digital & Strategic Planning, Sanofi, says: “Climate change is one of the greatest threats to human health. As a global healthcare company, we at Sanofi are focused on improving people’s lives. Today, that goes hand in hand with preserving a healthy planet.

“We’ve accelerated our commitments and are strengthening our resilience to the environmental challenges. This ranges from mitigating dependencies on resources to addressing the growing impact of climate on media choices. We have joined the Race to Zero initiative, and as one of the signatories of the WFA Planet Pledge our commitment is to achieve ad-net zero by 2030.

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“Our partnership with Jellyfish is key in this journey, as it will help us to measure our current carbon footprint and bring insights to help us reduce our carbon footprint. We are super excited to take this big leap towards measuring 100% of our digital media carbon footprint across markets across brands.”

Benjamin Pipat, Chief Solutions Officer, Technology, Jellyfish, adds:“Carbon reduction starts with empowering decision makers with the right level of information and what they can do to improve. Sanofi has decided to address this for all their markets and brands, and I don’t think any other brand is doing this on such a big scale. We’re delighted to partner with Prasad and his team to build their global solution for carbon measurement, reporting and actionable reduction recommendations.”

Jellyfish is dedicated to advancing sustainability within its own operations and throughout the broader industry. The company has established concrete goals to extend this commitment across its clients.