{"id":1000012474,"date":"2023-07-12T17:50:38","date_gmt":"2023-07-12T15:50:38","guid":{"rendered":"https:\/\/forum-engagement.org\/le-meta-referentiel-sur-le-calcul-de-lempreinte-carbone-des-campagnes-de-communication-de-lunion-des-marques\/"},"modified":"2023-07-12T17:53:02","modified_gmt":"2023-07-12T15:53:02","slug":"le-meta-referentiel-sur-le-calcul-de-lempreinte-carbone-des-campagnes-de-communication-de-lunion-des-marques","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/le-meta-referentiel-sur-le-calcul-de-lempreinte-carbone-des-campagnes-de-communication-de-lunion-des-marques\/","title":{"rendered":"Le M\u00e9ta-r\u00e9f\u00e9rentiel sur le calcul de l&#8217;empreinte carbone des campagnes de communication de l&rsquo;Union des marques"},"content":{"rendered":"<div class=\"wl__intro\">\n<p>Dans une d\u00e9marche de co-construction avec l\u2019ensemble de l\u2019interprofession, ainsi que l\u2019expertise de BL Evolution, le soutien d\u2019Orange et de Sidi\u00e8se, l\u2019Union des marques propose un m\u00e9ta-r\u00e9f\u00e9rentiel pour formaliser et harmoniser les approches.<\/p>\n<\/div>\n<p><b>La premi\u00e8re version du m\u00e9ta-r\u00e9f\u00e9rentiel pr\u00e9sent\u00e9e aujourd\u2019hui porte sur 6 canaux (TV, Digital, Affichage, Print et \u00e9v\u00e9nementiel), et couvre toute la chaine de valeur de la communication\u00a0(cr\u00e9ation et diffusion).<\/b>\u00a0<b>Il se base sur les m\u00e9thodes de r\u00e9f\u00e9rence d\u00e9velopp\u00e9es par les associations professionnelles\u00a0: Ecoprod, SEPM, SNPTV, SRI et UNIMEV. Il a \u00e9t\u00e9 mis en place et test\u00e9 avec succ\u00e8s au sein du groupe Orange.<\/b><b><\/b><\/p>\n<p>Le corpus des m\u00e9dias couverts, ainsi que l\u2019articulation entre les diff\u00e9rents r\u00e9f\u00e9rentiels pr\u00e9sent\u00e9s seront amen\u00e9s \u00e0 \u00e9voluer de fa\u00e7on r\u00e9guli\u00e8re, en fonction de l\u2019avanc\u00e9e travaux r\u00e9alis\u00e9s par le march\u00e9.<\/p>\n<p><strong>Un m\u00e9ta-r\u00e9f\u00e9rentiel\u00a0:<\/strong><\/p>\n<ul>\n<li>Qui permet aux marques de\u00a0<strong>mieux comprendre et choisir les m\u00e9thodes de calcul\u00a0<\/strong>de l\u2019empreinte carbone de leurs campagnes<\/li>\n<li><strong>Co-construit<\/strong>\u00a0avec les acteurs de l\u2019interprofession, l\u2019appui technique de BL Evolution, le soutien d\u2019Orange et de Sidi\u00e8se<\/li>\n<li><strong>Open-source<\/strong><\/li>\n<li><strong>Evolutif<\/strong><\/li>\n<li><strong>En lien avec les initiatives internationales\u00a0<\/strong>men\u00e9es via la WFA et AdNetZero<\/li>\n<\/ul>\n<p>L\u2019urgence climatique est l\u00e0, nous le constatons au quotidien. Le secteur de la communication, comme toutes les activit\u00e9s humaines, est concern\u00e9 et doit s\u2019inscrire dans une trajectoire plus sobre. Un grand nombre d\u2019acteurs (marques, agences cr\u00e9atives, m\u00e9dias, r\u00e9gies, productions, syndicats, etc.) l\u2019a bien compris et s\u2019est mis en mouvement en cr\u00e9ant diff\u00e9rents outils et r\u00e9f\u00e9rentiels pour piloter les trajectoires carbones des outils de communication. Mais aujourd\u2019hui, il est difficile pour une marque d\u2019avoir une vision claire et pr\u00e9cise de l\u2019empreinte de ses campagnes. Or, on ne peut pas r\u00e9duire ce que l\u2019on ne sait pas mesurer.<\/p>\n<p>L\u2019objectif est de proposer un guide pratique de r\u00e9f\u00e9rence pour que les marques puissent se lancer dans la mesure de l\u2019empreinte carbone de leurs campagnes de communication plurimedia.<\/p>\n<p><i>\u00ab\u00a0Ce m\u00e9ta-r\u00e9f\u00e9rentiel est une m\u00e9thode de calcul, qui viendra nourrir, sans les remplacer, les calculatrices d\u00e9velopp\u00e9es en interne ou par des op\u00e9rateurs priv\u00e9s (agence, cabinets de conseil, plateforme SAAS\u2026),<\/i>\u00a0<b>commente Herv\u00e9 Navellou, Pr\u00e9sident de l\u2019Union des marques et Pr\u00e9sident de L\u2019Or\u00e9al France.<\/b>\u00a0\u00a0<i>Il servira aux marques \u00e0 s\u2019assurer de la pertinence des r\u00e9f\u00e9rentiels utilis\u00e9s. Cela fiabilisera l\u2019analyse des donn\u00e9es et permettra de piloter efficacement les trajectoires de r\u00e9duction des \u00e9missions, campagne par campagne.\u00a0<\/i>\u00bb<\/p>\n<p><i>\u00ab\u00a0Chez Orange, et depuis des ann\u00e9es, nous sommes engag\u00e9s dans une communication plus responsable envers nos clients. Nous souhaitons aller au-del\u00e0 en contribuant \u00e0 changer nos pratiques en tant que professionnels de la communication.<\/i><\/p>\n<p><i>Nous nous sommes donc int\u00e9ress\u00e9s aux r\u00e9f\u00e9rentiels de calcul de l\u2019empreinte carbone pour avoir des rep\u00e8res fiables qui viendraient saluer nos efforts. Concr\u00e8tement, nous travaillons \u00e0 une mise en perspective pour comprendre les parti pris des uns et des autres, en proposer une lecture simplifi\u00e9e pour d\u00e9boucher sur les bons r\u00e9flexes \u00e0 adopter tant pour la production de nos contenus de marque que pour la diffusion m\u00e9dia, sans oublier l\u2019\u00e9v\u00e9nementiel. Un chantier passionnant auquel Orange est ravi de contribuer\u00a0!\u00a0\u00bb d\u00e9clare Anne Imbert, Directrice Marque, Publicit\u00e9 et Contenus Orange.<\/i><\/p>\n<p>Cette d\u00e9marche ne peut bien s\u00fbr pas \u00eatre uniquement limit\u00e9e au territoire fran\u00e7ais et s\u2019int\u00e8gre dans les travaux internationaux men\u00e9s par la WFA et l\u2019initiative AdNetZero.<\/p>\n<p>Ce m\u00e9ta-r\u00e9ferentiel est aussi par nature \u00e9volutif. D\u2019autres briques s\u2019adjoindront dans les prochains mois, pour suivre les \u00e9volutions des m\u00e9thodes pr\u00e9sent\u00e9es, int\u00e9grer de nouveaux m\u00e9dias et affiner les m\u00e9thodes d\u2019agr\u00e9gations des calculs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans une d\u00e9marche de co-construction avec l\u2019ensemble de l\u2019interprofession, ainsi que l\u2019expertise de BL Evolution, le soutien d\u2019Orange et de Sidi\u00e8se, l\u2019Union des marques propose un m\u00e9ta-r\u00e9f\u00e9rentiel pour formaliser et harmoniser les approches. La premi\u00e8re version du m\u00e9ta-r\u00e9f\u00e9rentiel pr\u00e9sent\u00e9e aujourd\u2019hui porte sur 6 canaux (TV, Digital, Affichage, Print et \u00e9v\u00e9nementiel), et couvre toute la chaine [&hellip;]<\/p>\n","protected":false},"author":147,"featured_media":1000012477,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[158],"tags":[],"class_list":{"0":"post-1000012474","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-engagements-pour-une-gouvernance-et-une-communication-responsables"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le M\u00e9ta-r\u00e9f\u00e9rentiel sur le calcul de l&#039;empreinte carbone des campagnes de communication de l&#039;Union des marques | Forum Engagement<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le M\u00e9ta-r\u00e9f\u00e9rentiel sur le calcul de l&#039;empreinte carbone des campagnes de communication de l&#039;Union des marques | Forum Engagement\" \/>\n<meta property=\"og:description\" content=\"Dans une d\u00e9marche de co-construction avec l\u2019ensemble de l\u2019interprofession, ainsi que l\u2019expertise de BL Evolution, le soutien d\u2019Orange et de Sidi\u00e8se, l\u2019Union des marques propose un m\u00e9ta-r\u00e9f\u00e9rentiel pour formaliser et harmoniser les approches. 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