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MSQ’s Covent Carbon Capture Project


Kirath Pahdi


1 Aug 2023


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MSQ is proud to have officially launched our Covent Carbon Capture initiative – a new first-of-its-kind service fuelled by creative and tech capabilities across MSQ agencies to capture carbon emissions, working alongside climate solution company Ecologi to promote its latest carbon removal solution, Biochar.

The project removes the equivalent amount of greenhouse gasses produced by vehicles that pass past our London HQ on Bow Street, sitting at the heart of Covent Garden. This is done through specially created tech which captures vehicle emissions data from every car that passes by on the 10m stretch of road in one of the busiest areas in the UK.

A test from earlier this year recorded that 1.4m vehicles passed the window in four months, capturing almost 1.5 tonnes of CO2, which Ecologi will remove from the atmosphere.

And this is just the beginning, we will also be implementing this technology at several of our other global locations, and will also be making the service available to other businesses that want to remove the equivalent greenhouse gasses generated outside their own locations.

Luke Cunningham, chief technology officer of MSQ’s creative studio Brave Spark, says: “The Covent Carbon Capture project required an unconventional solution that exemplifies MSQ’s focus on developing creative technologies to deliver innovation for our clients.

“The most rewarding work has a meaningful impact, and the Covent Carbon Capture initiative helps contribute to MSQ’s ongoing commitment to sustainability and raises awareness of carbon removal technology and its ability to help us become a net zero society.”

Ecologi launched its biochar service earlier this year to help businesses fund carbon dioxide removal through biochar generation from waste biomass.

Linda Adams, head of partnership at Ecologi, added: “We’re excited to be part of this innovative project by MSQ, an organization working to reduce their own emissions through approved near-term Science-Based Targets.

“This project not only also serves to educate others on technological advancements within the voluntary carbon market and associated funding of climate action, but also sheds light on increased vehicle emissions in urban areas. We’re proud to facilitate the funding of carbon removal in support of MSQ’s climate action and wider decarbonization strategy.”

This article first appeared on The Drum here.

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