Scope 3x5: Tim Collier, Head of UK and Northern Europe

Our Head of UK and Northern Europe, Tim Collier, shares how a desire for a greater sense of purpose led him to Scope3, why climate change will only rise up the agenda for marketers, and how viewing consumption through a carbon lens has changed his habits outside of work.

This series offers a glimpse into the lives of the change makers at Scope3 and what’s driving them to create a more sustainable ad industry.

What led you to Scope3? And what are your core responsibilities as Head of UK and Northern Europe?

My journey to Scope3 was the result of self-reflection.

Last year, after the birth of my third child, I was afforded the opportunity of some time off from my role to spend with our new arrival and consider the next step in my career. While I had enjoyed and learned a lot from my previous roles, I wanted my next move to be more meaningful. I explored various options — from starting my own venture to considering big tech — but it was a serendipitous conversation with a colleague that set me on my path. She mentioned Scope3 and I was immediately intrigued.

A firm belief in Scope3’s mission and the opportunity to apply my skills in strategy, sales, and partnerships to something purposeful were my main reasons for joining. I was impressed by the founding team and the company’s backing, which gave me confidence that Scope3 was the category leader, a nimble innovator, and a company I could fully commit to supporting.

When I first joined, I was amazed by how well the company was set up for its size, which allowed me to hit the ground running in my role. My focus now is to further develop the UK and Northern European markets, drive adoption with marketers and media owners, and ensure we partner closely with agencies.

Are clients aware of the immediate need to fight climate change?

Yes, and I’m proud to say that Scope3 has been instrumental in raising awareness. Our approach has been top-down, starting a few years ago with engaging the World Federation of Advertisers (WFA) and leading global brands. This led to collaborating more closely with organizations partaking in initiatives like Planet Pledge, where around 40 top marketers have committed to more sustainable marketing practices. We've also run pilots with many of these customers, contributing to the broader creation and rollout of the industry’s first set of standards, Ad Net Zero and GARM’s Global Media Sustainability Framework (GMSF).

Climate change is now well-acknowledged at the top levels of these companies. We're entering a new era where sustainability in marketing is becoming more standardised and integral to business practices, while the added benefit of performance improvements are helping it climb the CMO agenda. There are peaks and troughs in urgency — as there are with all industry concerns, whether they be brand safety, viewability or attention — but the introduction of a sustainability standard has ushered in a unified approach and reduced confusion in the market.

What’s your advice to advertisers who want to run sustainable campaigns?

I tell advertisers that, before taking any action, they need a comprehensive understanding of the carbon emissions from their marketing activities. Not just media buying but also creative processes, data, measurement, and — increasingly — the use of AI.

Thanks to the knock-on effect of this accreditation filtering through RFIs, I envision every single marketer utilising a sustainability platform by 2025. The GMSF, being omni-channel, will cover various media – including programmatic, social, CTV, and even offline channels like linear TV — allowing marketers to measure their carbon emissions holistically and make informed decisions on the most sustainable media mix.

Consistent and reliable measurement will also simplify corporate sustainability reporting, which is becoming increasingly important, especially with regulations like the EU's Corporate Sustainability Reporting Directive (CSRD), for which marketers will need to have precise data to achieve compliance.

What is one lifestyle change you have made to become more sustainable?

Embracing the circular economy. My family buys a lot of clothes from Vinted and it’s now part of our routine to use it to find the brands we like, before circling out what we no longer wear.

Before making any major purchase now, I consider the impact of new versus used items. For example, I recently bought a used bike for my wife; by the time I had it serviced, it probably cost about the same as a new one, but it avoided 100 kilos of carbon that would have been emitted in producing a new bike.

I’m seeing more and more of my decisions through the carbon lens and weighing emissions costs equally to financial costs has steered me towards fantastic new products and services.

Let's hear your personal mantra. How does it influence your leadership style?

My personal mantra is influenced by a book I read way back at the start of my career. Its more esoteric content didn’t stick, but I’ve embraced its four key principles: be impeccable with your word; don't make assumptions; don't take things personally; and always try your best. These tenets serve as a compass for both my personal and professional life.

Integrity, being true to my word, is crucial in my leadership style. It builds trust and sets a standard for the team. Avoiding assumptions helps in clear communication and prevents misunderstandings. Not taking things personally has proven essential. I work in a fast-paced, commercial-facing role in a nascent sector that naturally draws scepticism, so I’ve had to grow a thick skin. Lastly, trying my best speaks for itself: by giving my all to every challenge, I know I’ve done my absolute best…and that’s all you can ask really.