What we learned from three practitioners implementing Serviced Emissions

Honest reflections from Paul Elliott, Jennie Mossman, and Lucy Usher on what it actually takes to move from understanding to action.

In January, we brought together three practitioners who've been quietly getting on with the work of implementing Serviced Emissions in their organisations.

Paul Elliott from Ebiquity. Jennie Mossman from Amplify. Lucy Usher from OLIVER.

The masterclass wasn't about theory. It was about what they've learned in practice - what worked, what didn't, and what they'd do differently.

Here's what stayed with us.

The industry's blind spot

Jonathan Wise and Nadeen Ayyashi opened by framing the context from our Beyond the Chaos, Ahead of the Curve report. Most organisations now track operational and supply chain emissions. But there's a gap: the activities that actively shape demand.

Advertised Emissions - the climate impact of the consumption that advertising drives - can be significant. Our research suggests UK advertising added the equivalent of 28% to the average person's carbon footprint through uplifted consumption. That's a number worth sitting with.

Serviced Emissions, the framework developed with Oxford Net Zero and Race to Zero, gives professional service providers a way to account for this influence. Not as a perfect measurement, but as a strategic lens for understanding risk and opportunity.

Starting before you're ready

One theme ran through all three speakers: the importance of starting before everything is figured out.

Paul Elliott spoke candidly about the cognitive dissonance many in the industry feel - the tension between knowing what needs to change and operating within existing commercial structures. His message was one of patience and persistence. Those inside the industry, he argued, are best positioned to lead its transformation. But it requires staying with the discomfort.

Jennie Mossman shared how Amplify has embedded sustainability thinking into agency culture and client relationships - not as a separate initiative, but as part of how they work. The lesson: this isn't a project with an end date. It's a different way of operating.

Lucy Usher offered insight into scaling implementation across OLIVER's global network. Her reflections highlighted the practical challenges of bringing a framework to life across different markets and client contexts.

Imperfect data is not the same as no data

A question that came up repeatedly: how do you act when the methodology is still evolving?

The answer from our speakers was consistent. Imperfect data is acceptable in risk identification. Doing nothing is not.

Serviced Emissions won't give you a precise number to report. What it will give you is a way to see your client portfolio differently, to ask better questions, and to have more honest conversations with leadership about where risk and opportunity sit.

What comes next

The response to this masterclass surprised us. We had to turn people away - a sign, perhaps, that the industry is ready to move from awareness to action.

If you weren't able to join, the recording is available [here].

And we're curious: what would help you take the next step? We're developing more resources throughout the year, and we want to build what's genuinely useful. If you have thoughts, we'd love to hear from you.