Steve Pollack joins Abintus as SVP Sustainable Media

We are pleased to announce that Steve Pollack has joined Abintus Consulting as Senior Vice President Sustainable Media on a part time basis.

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

Steve 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.

His arrival represents an important step in the continued growth of Abintus and reflects our commitment to broaden our offer to advertisers beyond our existing products and services.

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

With Steve’s deep expertise, our 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.

His 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, Steve has refined the programme so that it is relevant to advertisers of all types, both in the UK and internationally.

Across his career he 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.

His consultancy approach reflects his belief that companies can deliver growth while also reducing their environmental footprint.

This combination of commercial understanding and sustainability expertise is what makes Steve’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.

In our 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 you are on this journey, Abintus can support you. Through Steve’s expertise we provide consultancy and training that are tailored to your organisation and designed to be practical, clear and actionable.

Our Role in your Sustainability Journey

Abintus provides clarity and independence for mid-sized global advertisers who want to understand the environmental impact of their media investment.

We help you assess your current footprint and identify realistic ways to reduce it.

Our aim is not only to audit. Our aim is to empower your team with the knowledge and tools required to take meaningful action.

A Smarter Approach to Media Consulting

Abintus is not a traditional media consultancy. We are a media transformation partner.

Our name, which means “from within” in latin, reflects our belief that the best results come from improving the advertiser from within.

Our services cover diagnosis, transformation and performance optimisation.

Our team is made up of former agency and client side professionals with real operational experience.

We bring agility, collaboration and full independence to every engagement.

With Steve joining us, we add sustainable media advisory and training to our core offer, supporting the growing number of advertisers who want to reduce their emissions while improving media effectiveness.

Ready to Talk?

If you would like to understand how your advertising contributes to your CO2 footprint, or if you want to educate your teams on sustainable media best practice, we would be delighted to help.

Contact us or schedule a conversation and explore how Abintus can support your sustainability goals.