Media Management

Abintus announce a new senior leader to the team

Abintus Consulting have announced that Steve Pollack has joined them as Senior Vice President Sustainable Media on a part time basis.

Pollock will lead the expansion into sustainable media advisory and training, strengthening their mission to support advertisers in making better informed and more responsible media decisions.

Pollock brings more than forty years of media industry experience across agencies, auditors and global advertisers. His background includes senior roles such as Managing Partner at Mindshare Worldwide and Head of Media Communications at Nestlé UK and Ireland.

Philippe Dominois, CEO & Co-Founder Abintus Consulting, commented “Steve’s arrival represents an important step in the continued growth of Abintus and reflects our commitment to broaden our offer to advertisers beyond their existing products and services”.

Abintus believe that sustainable media will become increasingly important to advertisers as they seek to reduce their CO2 emissions.

With Pollock’s deep expertise, the company says that clients will benefit from best-in-class advisory and educational support in this vital area.

A Recognised Leader in Sustainable Media

“Steve has a long standing reputation for practical, real world insight” Dominois continued

Pollock’s interest in sustainable media began during his time leading the Nestlé UK media team, where he explored the environmental impact of the company’s advertising activity.

This prompted him to complete the Business Sustainability Management programme with the Cambridge Institute for Sustainability Leadership. He then transformed this knowledge into a structured training programme and an action plan designed to make media activity more sustainable.

Since leaving Nestlé, Pollock has refined the programme so that it is relevant to advertisers of all types, both in the UK and internationally.

Across his career Pollock has worked with many of the world’s most recognisable advertisers including Kraft Foods, Gillette, Kimberley Clark, Motorola, De Beers, Dyson, Dell, GSK and BP.

According to Pollock, his consultancy approach reflects the belief that companies can deliver growth while also reducing their environmental footprint.

The company says that its the combination of commercial understanding and sustainability expertise that makes Pollock’s guidance so valuable to advertisers.

Why Sustainable Media Matters

Most advertisers have now set targets to reduce their CO2 emissions. These targets can be driven by internal sustainability objectives or by regulatory and reporting requirements.

At the same time the media landscape is evolving rapidly. Digital channels continue to grow and new technologies such as AI are expanding at speed.

As digital activity increases, so does the electricity required to deliver media impressions, process data and operate AI tools. If that electricity does not come from renewable sources, it contributes directly to CO2 emissions.

Advertising footprints are therefore becoming an essential part of corporate sustainability plans.

According to Abintus and from their experience, advertisers tend to fall into three groups.

Group 1: Not aware that their advertising activity generates CO2

This group is shrinking as the topic receives more attention in the trade press, at conferences and through initiatives such as Ad Net Zero.

Group 2: Aware of the issue but unsure how to act

This remains the largest group. Many advertisers understand the problem but are unsure where to start. They may not know what questions to ask their agencies or how to assess if the advice they receive is sufficient.

Group 3: Already taking action

This group is growing steadily. Advertisers in this category are reviewing the channels they use, the way their ads are delivered and the messages they communicate. They know that improvement is an ongoing process.

Wherever a brand is on this journey, Abintus say that they will support the client through Pollock’s expertise, providing consultancy and training that are tailored to an individual organisation and designed to be practical, clear and actionable.

The role of Abintus in the Sustainability Journey

Abintus says that it provides clarity and independence for mid-sized global advertisers who want to understand the environmental impact of their media investment. They help clients assess their current footprint and identify realistic ways to reduce it.

Their aim is not only to audit but also to empower the client team with the knowledge and tools required to take meaningful action.

A Smarter Approach to Media Consulting

Abintus says it is not a traditional media consultancy. They are a media transformation partner.

The company say that the name Abintus means “from within” in Latin, reflecting their belief that the best results come from improving the advertiser from within.

Their services cover diagnosis, transformation and performance optimisation.

Abintus say that their team is made up of former agency and client side professionals with real operational experience, that bring agility, collaboration and full independence to every engagement.

Dominois concludes by saying that “With Steve joining us, Abintus  add sustainable media advisory and training to their core offer, supporting the growing number of advertisers who want to reduce their emissions while improving media effectiveness.”