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…
