Creativity4Better. Human Creativity for Societal Change. Matt Bourn

Matt Bourn

Director of Communications,
Advertising Association & Ad Net Zero

I lead the communications programme for the Advertising Association, the only organisation that brings together advertisers, agencies, media owners and tech companies across the UK advertising industry. My role includes supporting the industry’s plan to rebuild Public Trust in Advertising, steering the industry’s work around Climate Action including the formation of Ad Net Zero, providing communications support for its Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association’s responsibilities as the UK representative for Cannes Lions. I oversee the association’s communications on key policy areas, working closely with the Public Affairs team on areas such as the Covid Recovery plan, the economic contribution of advertising, self-regulation of key sectors such as HFSS, gambling and alcohol advertising, and the UK’s online advertising market.

About Ad Net Zero
The Ad Net Zero 5-point action plan pledges to decarbonise advertising operations, with businesses committing to robust, verified plans to reduce their emissions. It also pledges to use the power of advertising to accelerate the switch to more sustainable products and services for consumers. The programme provides a roadmap for action in all ad markets, with the flexibility to adapt and develop-market specific solutions. It offers tools readily available internationally, like the AdGreen carbon calculator to help to measure and reduce emissions from advertising production.

The Ad Net Zero Global Group (whose members include the IAA) is supporting the roll-out in major advertising markets with immediate focus on the US and the EU, working in partnership with the UK team. For more information, please visit or register to attend the Ad Net Zero Global Summit which will take place online on November 9 and 10, alongside COP27.