B21F6BB4-1C5E-4341-9402-72115F03EA26 15. June 2023


  • Green Media
  • sustainability

When implementing campaigns, more and more attention is being paid to CO2 emissions. With OMG Momentum's Scenario Planner, it is already possible to optimise the media mix in the planning phase for media-specific performance KPIs, taking CO2 emissions into account. This can significantly increase the eco-efficiency of media campaigns.

In this interview, Stephanie Helen Scheller, Head of Sustainable Solutions at Omnicom Media Group Germany and co-founder of the sustainability consultancy OMG Momentum, tells us why sustainable media planning should evolve from a nice-to-have to a standard procedure.

Where is the topic of sustainable media planning on the agenda of media decision-makers? And how great is the need for advice in the industry?

Stephanie Helen Scheller: In our day-to-day work at OMG Momentum, we notice that the topic is increasingly moving into the focus of decision-makers, because the interest in sustainable approaches to media planning is growing strongly. Even advertising companies that are not directly involved in active implementation still want to stay up to date and are already following the transformation of the industry from the sidelines.

With this increasing interest, the need for advice is also rising. Because once the topic is on the agenda, the next steps must be specified. This often involves defining a roadmap and identifying quick wins in order to be able to generate a positive impact as soon as possible. This is exactly where an increasing number of companies are relying on the support of specialised consulting services such as those offered by OMG Momentum.


What are the starting points for a more sustainable campaign in the media planning process?

Stephanie Helen Scheller: There are a variety of approaches to making campaigns more sustainable. Advertisers can already significantly reduce their CO2 emissions during the planning of the advertising material they want to produce. Here, for example, companies can draw helpful insights from the Green Production Guide.

Another point is the optimisation of the media mix with regard to eco-efficiency, i.e. the amount of emissions in relation to the contacts reached. Budget shifts towards more eco-efficient media types such as (D)OOH can have a significant positive impact. At OMG Momentum, we use our Scenario Planner with our clients, which can model these shifts to reduce CO2 emissions while taking into account common media KPIs to ensure performance. This enables us to exchange information on the basis of concrete data in order to make clear that sustainability and media performance do not have to be mutually exclusive.


Will sustainable media planning be the standard in a few years? What is your forecast - when will sustainable planning be the norm?

Stephanie Helen Scheller: Currently, there are clearly positive trends here, because both advertising companies as well as marketers and media agencies increasingly recognise the relevance and want to take responsibility.

OMG Momentum was founded with the goal of being obsolete in five years. We are doing everything we can to drive the transformation of the media industry and make sustainable media planning the standard. Considering the current developments and the fact that the sustainable transformation is gaining momentum, five years can be quite realistic.


Thank you for the interview!

About Stephanie Helen Scheller

Stephanie Helen Scheller is co-founder of the sustainability consultancy OMG Momentum and, as Head of Sustainable Solutions, has been responsible for all sustainability initiatives at Omnicom Media Group Germany since the beginning of 2022. Together with her colleagues, she wants to create transparency regarding the emissions of media campaigns, reduce CO2 emissions and promote a sustainable mindset in agencies and among clients.