dentsu has opened a new chapter in reducing the carbon dioxide emissions of the media industry

By: STA Date: 2022. 11. 09. 11:11

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The dentsu global agency network has announced that it is entering a new phase in its media decarbonization strategy. During 2023, the brand new planning function will appear in the company’s media planning system (CCS Planner), which now includes as a parameter the amount of carbon dioxide emissions related to the planned campaigns.

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For the first time in the world of media, the new function enables individual brands to assign clear carbon dioxide emission limits to their campaigns, and to examine alternative campaign scenarios affecting the entire media mix well in advance of media spending in order to achieve the optimal emission level. dentsu uses carbon dioxide emissions as a parameter in its design system, as well as reach or other variables.

Since 2019, dentsu has been working with the University of Bristol and a number of innovative media companies such as the BBC, Sky, Netflix and ITV to map the digital media segment and create a web-based tool to calculate the greenhouse gas emissions associated with digital media content. . After the release of the first such calculator (DIMPACT), dentsu created its own media carbon calculator (MCC1.0 and MCC2.0) in 2021, which its customers have since used in the UK and France for digital, print, TV radio, and to assess the carbon effects of outdoor advertising.

Péter Novák, CEO dentsu Hungary

Dentsu International’s goal is to reduce the amount of carbon dioxide emissions resulting from media use by 46 percent by 2030 in cooperation with its partners, emphasizes Péter Novák, CEO of dentsu Hungary. – The embedding of emission values in the planning process is only one element of the complex climate program, in the next, third phase of which, starting in 2023, we will launch a new, comprehensive decarbonization education program worldwide for the dentsu teams operating in individual countries and their customers.”

In the framework of these workshops, among other things, dentsu explores and discusses the new methods through which decisions can be made that take into account climate change aspects more prominently than before in the media advertising market, which is expected to reach 740 billion dollars in advertising spending this year.

More information about dentsu’s strategy for reducing media carbon dioxide emissions, as well as the steps taken so far and in the future, can be found on the website dentsu.com/decarbonising-media.