Watch the broadcast replay below—and follow the conversation on LinkedIn.

Welcome to Ad Age Remotely, a streamed video segment focusing on the issues of the day.

In today's live edition of Remotely, Martin Bryan, global chief sustainability officer at IPG Mediabrands, joins Ad Age senior reporter Aleda Stam to discuss the work he is doing to reduce carbon emissions in the media supply chain at IPG and across the industry.

The ad industry and trade groups including the 4As and Ad Net Zero have been working to bring carbon emissions to net zero for several years, but hurdles such as measurement standards, cost analysis and fossil fuel clients have made true progress difficult.

Also read: Measuring the ad industry's carbon footprint

Bryan’s passion for sustainability is more understandable when looking at where it came from. He spent almost five years post-grad apprenticing at a number of small-hold organic farms around the world, learning the ins and outs of regenerative agriculture and green building practices. 

That focus on fighting climate change never dwindled as he moved into media agencies and took on roles supporting corporate responsibility and sustainability. Now, as global chief sustainability officer at Mediabrands, Bryan is working with his contemporaries across the industry to reduce advertising’s impact on the planet. This includes studying how certain media practices can reduce emissions without impacting profit or audience attention. 

Bryan joins Remotely to highlight what still needs to be done to fight climate change in advertising and how it can be accomplished.