DeSmog

Dentsu

Background

Dentsu is a Japanese advertising and public relations holding company. Dentsu is the fifth-largest advertising agency group in the world and the largest in Japan.1Dentsu – statistics & facts,” Statista, Accessed February 2024. Archived January 31, 2024.  Archive URL: https://archive.md/oCoUG

Dentsu’s national operations in Japan were previously handled separately from the global business, known as Dentsu International.2Dentsu – statistics & facts,” Statista, Accessed February 2024. Archived January 31, 2024.  Archive URL: https://archive.md/oCoUG In September 2022, Dentsu announced that from January 1, 2023, it would be shifting to a new global management structure integrating the local Japan business with Dentsu International.3Chris Pash. “Denstu’s ‘enhanced’ global management structure,” Ad News, November 15, 2023. Archived June 12, 2024. Archive URL: https://archive.ph/PMaPv

In 2023, Dentsu said that it had a “small number of clients” in the fossil fuel-intensive sector.4Dentsu TCFD Report 2023,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog. Dentsu’s fossil fuel clients include Ampol,5iProspect Australia,” and LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog. BP,6Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 ExxonMobil, Shell,7About Us,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/eAGAH TotalEnergies,8Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog. and Chevron,9Anna Diffley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog. among others. Dentsu’s relationship with Chevron is longstanding, beginning in 2008 when Dentsu acquired McGarryBowen,10McGarryBowen Sells Its Soul To Dentsu,” Media Bistro, November 12, 2008. Archived September 9, 2011. Archive URL: https://archive.ph/WiKW3 a media agency that Chevron had contracted with.11Chevron Film RENEWABLE ENERGY by mcgarrybowen New York,” AdsSpot, September 2007. Archived February 16, 2024. Archive URL: https://archive.ph/wbtTb In May 2024, Dentsu won a tongue-in-cheek “Excellence in Science Fiction” award for promoting Chevron’s carbon capture and storage projects.12The F-List Awards 2024,” Clean Creatives, May 8, 2024. Archived June 11, 2024. Archived .pdf and .mp4 on file at DeSmog. Dentsu’s previous fossil fuel clients include Petrobras13Effie Awards Brasil,” Effie, 2018. Archived June 28, 2022. Archive URL: https://archive.ph/GwSfW and Bangchak.14Kim Shaw. “Dentsu One Bangkok releases charming ‘Happy Eatery’ film to celebrate Bangchak’s 35th anniversary,” Campaign Brief Asia, September 9, 2020. Archived January 12, 2021. Archive URL: https://archive.ph/pAR16

Dentsu has also worked for clients in other polluting sectors. For example, Dentsu has contracts with Toyota,15Zero Emissions,” Ads of the World, Accessed June 11, 2024. Archived February 19, 2024. Archive URL: https://archive.ph/NTmsT Audi,16AUDI R8 Das Finale,” Ads of the World, Accessed June 11, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/ADqHd Tata Motors,17Tata Motors #SafetyKeSideEffects,” Ads of the World, Accessed June 11, 2024. Archived February 16, 2024. Archived .pdf on file at DeSmog. General Motors, and Jaguar Land Rover.18We partner with brands to create lasting good,” Dentsu, Archived February 5, 2021. Archive URL: https://archive.ph/6ftID Dentsu agency Carat has worked with Quality Meat Scotland since 2020, with the relationship continuing into 2024.19Work,” Carat. Archived December 7, 2020. Archive URL: https://archive.ph/sDLdw,20Work,” Carat. Archived December 6, 2021. Archive URL: https://archive.ph/DeCBb,21Work,” Carat. Archived December 4, 2022. Archive URL: https://archive.ph/A0OMa,22Work,” Carat. Archived September 22, 2023. Archive URL: https://archive.ph/utS6K,23Work,” Carat, Accessed June 11, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/JQQFT

In recent years, Dentsu has faced significant scrutiny and legal challenges. In 2023, it was one of six companies indicted by Japanese prosecutors for suspected bid-rigging during the 2020 Tokyo Olympics.24Annabelle Liang, “Japan ad giant Dentsu indicted over Olympics bid-rigging,” BBC News, February 28, 2023. Archived April 9, 2024. Archive URL: https://archive.ph/8Pstj This followed earlier criticism in 2021 when lawmakers accused Dentsu of evading scrutiny over $1.2 billion of government contracts by securing them through affiliated non-profit organizations. Dentsu’s role in promoting nuclear energy in Japan has also come under public scrutiny.25Mathieu Gaulène. “Does the advertising giant Dentsu pull the strings of the Japanese media?,” The Asia-Pacific Journal, June 1, 2016. Archived February 16, 2024. Archive URL: https://archive.ph/4plZT

B2B International

B2B International is an agency within Dentsu’s26About B2B International,” B2B International, Accessed February 2024. Archived January 13, 2024. Archive URL: https://archive.ph/a26oM Merkle group of companies with extensive links with the fossil fuel industry. B2B International focuses on researching business-to-business markets,27About Us,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/eAGAH and states on its website that it has “deep knowledge of oil and gas,” with the sector accounting for “the vast majority” of its international work.28Oil and Gas,” B2B International, Accessed February 2024. Archived January 19, 2024. Archived .pdf on file at DeSmog. It says that it has worked with most of the industry’s major suppliers, with “an enviable client list of key decision makers across the oil and gas industry,” including “an oil major regarded as one of the Seven Sisters.”29Oil and Gas Market Research,” B2B International, Accessed May 2024. Archived January 15, 2024. Archive URL: https://archive.ph/UIrWD  The ‘seven sisters’ are the world’s most influential oil companies.30Roula Khalaf. “The new Seven Sisters: oil and gas giants dwarf western rivals,” Financial Times, March 12, 2007. Archived June 10, 2024. Archive URL: https://archive.ph/eUEtg

B2B International’s known fossil fuel clients include ExxonMobil,31Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 BP, Shell,32About Us,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/eAGAH Total Gas & Power,33Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog. AvantiGas, Infineum,34Marktforschung in der Öl- und Gasindustrie,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog. Castrol,35What our clients are saying,” B2B International, Accessed February 2024. Archived January 17, 2024. Archive URL: https://archive.ph/9rShn and Petro-Canada,36Clients served by our teams across Los Angeles and North America,” B2B International, Accessed February 2024. Archived January 20, 2024. Archive URL: https://archive.ph/ZzIoD in addition to companies that provide products and services or equipment to the fossil fuel industry, such as Baker Hughes and Pietro Fiorentini.37Marktforschung in der Öl- und Gasindustrie,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog. B2B International has also worked with at least one investor in the fossil fuel industry, Barclays.38Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog. In addition, B2B International has worked with highly polluting companies from other sectors such as transport,39Market Research Company in Munich,” B2B International, Accessed February 2024. Archived January 19, 2024. Archive URL: https://archive.ph/Mjqkm mining,40About B2B International Asia-Pacific,” B2B International, Accessed February 2024. Archived January 17, 2024. Archived .pdf on file at DeSmog. agrichemicals,41About B2B International Asia-Pacific,” B2B International, Accessed February 2024. Archived January 17, 2024. Archived .pdf on file at DeSmog. and chemicals,42Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog. including Rio Tinto,43About B2B International Asia-Pacific,” B2B International, Accessed February 2024. Archived January 17, 2024. Archived .pdf on file at DeSmog. one of the world’s largest mining corporations, and the huge chemical companies BASF44Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog. and DOW.45Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 B2B International also works with Air Products,46Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 a hydrogen and chemicals producer that led a controversial Carbon Capture and Storage project.

Stance on Climate Change

Dentsu acknowledges the threat of climate change. “When it comes to climate action, there is no room for compromise,” Dentsu said on its website in 2024.47Getting to net zero,” Dentsu, Accessed January 2024. Archived February 1, 2024. Archive URL: https://archive.ph/sHLB0

Since October 2021, Dentsu has set emissions targets verified by the Science-Based Targets initiative (SBTi) for Dentsu International.48Dentsu Creative joins forces with the Global Energy Alliance for People and Planet (GEAPP) to Accelerate a renewable energy movement,” Dentsu, April 22, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/EIMx4 Dentsu International committed to reaching net zero by 2030 by cutting its absolute carbon emissions by 46 percent and using carbon credits against the remaining 54 percent.49Dentsu International sets 2030 net-zero target,” Edie, October 22, 2020. Archived June 12, 2024. Archive URL: https://archive.ph/lwEIh Dentsu International extended this commitment to Dentsu Japan in 2022. As of April 2024, Dentsu says that it is in the “process of setting new groupwide net zero climate targets for SBTi approval.”50Dentsu Creative joins forces with the Global Energy Alliance for People and Planet (GEAPP) to Accelerate a renewable energy movement,” Dentsu, April 22, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/EIMx4 Dentsu has also pledged to reduce absolute emissions across its entire value chain by 90 percent by 2040 (compared to 2019).51Sustainability,” Dentsu, Accessed June 12, 2024. Archived June 12, 2024. Archive URL: https://archive.ph/DEY0m Clean Creatives, an initiative encouraging the advertising and public relations industry to cut ties with fossil fuel clients, described Denstu’s climate goals as “more ambitious” than those of other networks.52The F-List 2023,” Clean Creatives, 2023. Archived February 12, 2024. Archive URL: https://archive.ph/kCbeA 

In its 2023 climate-related financial disclosure report, Dentsu estimated that its total advertised emissions for the prior year were 32 times the size of its operational footprint. Advertised emissions are the additional emissions caused by the uplift in sales of polluting products or services from advertising.53Ellen Ormesher. “Advertising adds extra 32% to annual carbon footprint of every person in the UK,” The Drum, November 7, 2022. Archived June 22, 2024. Archive URL: https://archive.ph/3PKaR Dentsu also said in the report that “Although these emissions remain the responsibility of clients, they could influence dentsu’s reputation as a climate leader” and acknowledged that its sustainability credentials would likely play a pivotal role in its ability to attract clients and recruit new staff. Dentsu also made it clear that participating in greenwashing is reputationally and legally risky.54Dentsu TCFD Report 2023,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog.

Dentsu completes disclosures with the Carbon Disclosure Project. In 2023, Dentsu scored a B,55Search results Dentsu,” Carbon Disclosure Project, 2023. Accessed April 10, 2024. Archived April 10, 2024. Archive URL: https://archive.ph/onlIU indicating that it “is showing some evidence of managing its environmental impact but is not undertaking actions that mark it out as a leader in its field.”56CDP scores explained,” Carbon Disclosure Project, Accessed April 11, 2024. Archived April 11, 2024. Archive URL: https://archive.ph/0sVXi Dentsu also took part in the EcoVadis rating and was awarded a gold rating in 2022,57Social Impact,” Dentsu, Accessed February 2024. Archived August 10, 2022. Archive URL: https://archive.ph/4lblU which dropped to bronze in 2023 for undeclared reasons.58Social Impact,” Dentsu, accessed February 2024. Archived February 13, 2024. Archive URL: https://archive.ph/t1lBK Dentsu is a signatory to the RE100 and UN Global Compact.59Our Net Zero 2030 Ambition,” Dentsu, Accessed February 2024. Archived February 1, 2024. Archive URL: https://archive.ph/YcXop

Funding

In 2022, Dentsu had an annual revenue of 1,243,883 million Yen (approx 9.37 billion USD).60Financial Highlights,” Dentsu, Accessed February 2024. Archive URL: https://archive.ph/J5N6N. Archived .pdf on file at DeSmog. (Conversion based on exchange rate 31st March 2023 from exchange-rates.org).

Dentsu has recognized several sustainability concerns that could significantly affect Dentsu’s financial stability beyond the immediate economic repercussions of climate change and the prospect of regulatory changes. These risks, outlined in Dentsu’s 2023 annual report, include:61Integrated report 2023 dentsu,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog. 

  • Exposure to the fossil fuel sector: “Our exposure to fossil fuel intensive sectors means revenue could be at risk in the event of a rapid decarbonization of infrastructure and disrupted supply chains.”
  • Working with contentious clients: “Dentsu may face declining revenues and/or reputational risk if we serve clients that fail to transition, become controversial, or are disrupted by new entrants.” 
  • “Reputational damage” if the public does not perceive Dentsu as a climate leader.

Dentsu states that it intends to mitigate these risks by supporting its clients in transitioning to more sustainable practices and pursuing clients with sustainable business models and products.62Integrated report 2023 dentsu,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog.

Among Dentsu’s shareholders for 2023-24 were the investment firms Vanguard (holding 2.64 percent of shares) and BlackRock (holding 2.42 percent of shares).63Equities Dentsu Group Inc,” Financial Times, Accessed February 2024. Archived January 24, 2024. Archive URL: https://archive.ph/605Ib The Financial Conduct Authority and others have criticized both Vanguard and BlackRock for investing in climate change.64Ross Kerber and Noor Zainab Hussain. “Vanguard quits net zero climate effort, citing need for independence,” Reuters, December 7, 2022. Archive URL: https://archive.ph/GIHyL. Archived .pdf on file at DeSmog.,65Christopher Deane. “Leading ‘Sustainable’ Investment Funds Backing Fossil Fuels, Research Finds,” DeSmog, November 29, 2022. In 2024, across its portfolio, BlackRock supported 7 percent of 399 shareholder proposals on environmental and social issues.66Ross Kerber and Isla Binnie. “BlackRock continues lowering support for environmental and social proposals,” Reuters, August 23, 2023. Archive URL: https://archive.ph/xmvzH. Archived .pdf on file at DeSmog.

Dentsu as a donor

Dentsu has donated to MIT Media Lab as a member of the Consortium Lab.67Members as of January 1, 2024,” MIT Media Lab, Accessed February 2024. Archived January 24, 2024. Archive URL: https://archive.ph/7t33g MIT Media Lab, an interdisciplinary research institution, faced scrutiny in 2019 due to funding controversies involving Jeffrey Epstein, environmental concerns, and poor research practices.68Noam Cohen. “Dirty Money and Bad Science at MIT’s Media Lab,” Wired, January 16, 2020. Archived January 24, 2024. Archive URL: https://archive.ph/OC3Vf BP is also a member of the Consortium Lab.69Members as of January 1, 2024,” MIT Media Lab, Accessed February 2024. Archived January 24, 2024. Archive URL: https://archive.ph/7t33g

Key People

Board Members70Leadership of dentsu,” Dentsu, Accessed February 2024. Archived January 29, 2024. Archive URL: https://archive.ph/kmFZl

Role20242023202220212020
Hiroshi IgarashiPresident & CEO, DirectorYYYYY
Arinobu SogaDirectorYYYYY
Nick (Nicholas) PridayDirectorYYYYY
Tim (Timothy) AndreeNon-Executive Chairman of the Board, DirectorYYY
Gan MatsuiIndependent Outside DirectorYYYYY
Paul CandlandIndependent Outside DirectorYYY
Andrew HouseIndependent Outside DirectorYYY
Keiichi SagawaIndependent Outside DirectorYYY
Mihoko SogabeIndependent Outside DirectorYYY
Yuka MatsudaIndependent Outside DirectorY
Y= Yes on the board of directors for a given year

Group Management Team71Leadership of dentsu,” Dentsu, Accessed February 2024. Archived January 29, 2024. Archive URL: https://archive.ph/kmFZl

Role20242023202220212020
Haruhiko HirateExecutive Vice President & Global Chief Corporate Affairs OfficerYYY
Giulio MalegoriExecutive Vice President, Global Chief Operating OfficerYY
Takeshi SanoCEO, Dentsu JapanY
Michael KomasinskiCEO, Dentsu AmericasYY
Andre AndradeCEO, Dentsu EMEAYY
Rob GilbyCEO, Dentsu APACYYY
Jean LinGroup President – Global PracticeYY
Miho TanimotoChief HR OfficerYY
Yoshiki IshiharaGlobal Chief Strategy OfficerY
Tadashi NagaeGlobal Corporate Secretary & Deputy Global General CounselYYYYY
Kimiya SatakeChief Intelligence OfficerYY
Hideo HatanoHead of Internal AuditY
Alison ZoellnerGlobal General CounselYYYY
So AokiGlobal Head of Internal Control & RiskY
Yuko KitakazeGlobal Chief Sustainability OfficerYY
Anna LungleyPrevious Chief Sustainability OfficerYYYY
Jeremy MillerGlobal Chief Communications OfficerYYY
Noritaka OmiGlobal Head of Business OperationsY
Alex BedierGlobal Head of Enterprise TechnologyY
Masaya NakamuraGlobal Client PartnerY
Manus WheelerChief Brand & Culture OfficerYY
Jeff GreenspoonGlobal Practice President – Integrated SolutionsYY
Yuichi ToyodaGlobal Practice President – Business TransformationY
Will SwayneGlobal Practice President – MediaYY
Yasuharu SasakiGlobal Chief Creative OfficerYY
Pete SteinGlobal Practice President – CXMYY
Y= Member of group management for a given year

In 2024, an investigation by DeSmog reporters found that five of Dentsu’s directors had ties to polluting companies or sectors.

Andrew House 

Andrew House, Independent Outside Director, is, as of 2024, also a member of the board for Nissan Motor Association.72Andrew House,” LinkedIn. Accessed February, 2024. Archived .pdf on file at DeSmog.

Tim Andree 

Tim Andree, Non-Executive Chairman of the Board, previously worked for BASF and Toyota.73Tim Andree,” LinkedIn. Accessed February, 2024. Archived .pdf on file at DeSmog. In November 2022, Andree reposted a tweet from Larry Summers expressing opposition to a windfall tax on energy companies because it could increase prices for the consumer.74Tim Andree. “Tim Andree reposted Lawrence H. Summers,” Post by @DentsuTim, November 1, 2022. Retrieved from Twitter.com. Archived .png on file at DeSmog.,75Zahra Tayeb. “Biden’s threatened windfall tax on oil company profits could backfire and drive up crude prices, Larry Summers warns,” Business Insider, November 2, 2022. Archived February 13, 2024. Archive URL: https://archive.ph/6HRZ3 In 2024, Andree was following Steve Milloy (a climate change science denier) on X (Twitter).76Tim Andree – Following”. X. Accessed June 10, 2024. Archived .pdf on file at DeSmog. Andree has also used X to applaud Dentsu’s environmental credentials.77Tim Andree. “We are the only company in our sector to commit to net zero emissions. Influencing through actions that drive the pursuit of innovation and result in building one’s honor, not seeking honors, is the Dentsu Way. This is an invitation to the never-before. Join us! #dentsunetzero,” Post by @DentsuTim, October 23, 2020. Retrieved from Twitter.com. Archived .png on file at DeSmog.

Hideo Hatano

Among Dentsu’s Group Management Team, Hideo Hatano, Head of Internal Audit, worked for ExxonMobil from 2010-2015 and, in 2016, played a leadership role in the merger between JX Holdings and TonenGeneral Sekiyu K.K. to form JXTG Holdings (now ENEOS).78Hideo Hatano,” LinkedIn. Accessed February, 2024. Archived .pdf on file at DeSmog.

Fossil Fuel and Other Polluting Clients

YearRegion/ CountryClientCampaignIncome, if availableDentsu SubsidiaryCitation
2024USChevronDentsu Creative79Anna Diffley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2024AustraliaAmpoliProspect80“iProspect Australia,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2024AustraliaAlinta EnergyCarat81Carat Australia,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2024ExxonMobilB2B International (Merkle)82Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0
2024ShellB2B International (Merkle)83About Us,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/eAGAH
2024BPB2B International (Merkle)84Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0
2024CastrolB2B International (Merkle)85What our clients are saying,” B2B International, Accessed February 2024. Archived January 17, 2024. Archive URL: https://archive.ph/9rShn
2024Petro CanadaB2B International (Merkle)86Clients served by our teams across Los Angeles and North America,” B2B International, Accessed February 2024. Archived January 20, 2024. Archive URL: https://archive.ph/ZzIoD
2024TotalEnergiesB2B International (Merkle)87Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog.
2024AvantiGasB2B International (Merkle)88Market research in the oil and gas industry,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog.
2024Baker HughesB2B International (Merkle)89Market research in the oil and gas industry,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog.
2024InfineumB2B International (Merkle)90Market research in the oil and gas industry,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog.
2024Pietro FiorentiniB2B International (Merkle)91 “Market research in the oil and gas industry,” B2B International, Accessed February 2024. Archived February 11, 2024. Archived .pdf on file at DeSmog.
2024AustraliaRio TintoB2B International (Merkle)92Market Research Company in Sydney,” B2B International. Accessed February 2024. Archived February 22, 2024. Archive URL: https://archive.ph/SmmQG
2024UKScottish PowerCarat93Our Work,” Carat, Accessed February 2024. Archived February 8, 2024. Archive URL: https://archive.ph/hPzq8
2024OMVMerkle94OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH
2024PetronasiProspect95Petronas,” LinkedIn Ad Library, Accessed June 24, 2024. Archived June 24, 2024. Archived .pdf and .mp4 on file at DeSmog.
2024EniCarat96Silvia Brambilla,” LinkedIn, Accessed June 24, 2024. Archived .pdf on file at DeSmog.
2023AustraliaAlinta EnergyCarat97David G.,” LinkedIn. Archived .pdf on file at DeSmog.
2023PetronasiProspect98NBL, Global, June 2023,” R3, July 31, 2023. Archived January 10, 2024. Archived .pdf on file at DeSmog.
2023AustraliaAmpolEngine WhispereriProspect99Ampol – Engine Whisperer,” Little Black Book, September 7, 2023. Archived June 25, 2014. Archived .pdf on file at DeSmog.
2023ChevronDentsu Creative100Our agencies,” Dentsu, Accessed February 2024. Archived September 11, 2023. Archive URL: https://archive.ph/359ub
2023ShellMerkle101Olivia Morley & Kathryn Lundstrom. “Most Media Agencies Won’t Admit They’re Pitching Shell,” AdWeek, June 6, 2023. Archived January 17, 2024. Archived .pdf on file at DeSmog.
2023TotalEnergiesMerkle102TotalEnergies: Ensuring corrosion detection process is optimised, safe,” Merkle, Accessed February, 2024. Archived September 22, 2023. Archive URL: https://archive.ph/KiyPI
2023UKScottish PowerCarat103Work,” Carat, Accessed February 2024. Archived June 10, 2023. Archive URL: https://archive.ph/9EwCj
2023AustraliaJetstarMerkle104Jetstar: Rebuilding an eCommerce platform from the ground up,” Merkle, Accessed February 2024. Archived October 4, 2023. Archive URL: https://archive.ph/eXbyI
2023IndiaGulf OilSuraksha Bandhan campaignDentsu Creative India105Gulf Oil’s Raksha Bandhan campaign shines a light on trucker life’s harsh realities,” afaqs!, September 1, 2023. Archived January 19, 2024. Archive URL: https://archive.ph/TRlJU 
2023OMVMerkle106OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH
2023EniCarat107Silvia Brambilla,” LinkedIn, Accessed June 24, 2024. Archived .pdf on file at DeSmog.,108Eni,” LinkedIn Ad Library, Accessed June 24, 2024. Archived June 24, 2024. Archived .pdf on file at DeSmog.
2022ThailandPTTFill mission moment = The happiness equationDentsu X Thailand1092022 Winners,” Marketing Excellence Awards, 2022. Archived January 8, 2024. Archive URL: https://archive.ph/9eAvP 
2022AustraliaAmpolPowering our way of lifeiProspect110Ricki Green. “Ampol Launches New ‘Powering Our Way of Life’ Campaign via Saatchi & Saatchi and iProspect,” Campaign Brief, July 11, 2022. Archived January 10, 2024. Archive URL: https://archive.ph/WdIMq
2022AustraliaAlinta EnergyCarat111Alinta Energy’s new brand platform and campaign via Bastion Creative,” AdNews, November 29, 2021. Archived January 5, 2024. Archive URL: https://archive.ph/qt2VG
2022UKScottish PowerCarat112Work,” Carat, Accessed February 2024. Archived August 11, 2022. Archive URL: https://archive.ph/yIal3.
2022ChevronDentsu Creative113 “James McCawley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2022JapanJapan Airlines114Allison Schiff. “Wheels Up For Japan Airlines Marketing After Two Years Of COVID Restrictions,” AdExchanger, November 14, 2022. Archived January 23, 2024. Archive URL: https://archive.ph/kOWmk
2022OMVMerkle115OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH
2022EniCarat116Silvia Brambilla,” LinkedIn, Accessed June 24, 2024. Archived .pdf on file at DeSmog.
2021AustraliaAlinta EnergyThat’s BetterCarat117Alinta Energy’s new brand platform and campaign via Bastion Creative,” AdNews, November 29, 2021. Archived January 5, 2024. Archive URL: https://archive.ph/qt2VG
2021AustraliaAmpolFar and wideiProspect118Ricki Green. “Ampol helps the nation travel ‘Far and Wide’ in new campaign via Saatchi & Saatchi + iProspect,” Campaign Brief, April 21, 2021. Archived January 10, 2024. Archive URL: https://archive.ph/Bpr2j 
2021ChevronDentsu Creative119 “James McCawley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2021USNRG EnergyChoiceCarat120NRG TV Spot, ‘Choice’,” iSpot.tv, December 03, 2021. Archived January 13, 2024. Archive URL: https://archive.ph/V20Iq
2021TotalEnergiesiProspect (Vizeum)121Our Agencies,” Dentsu, Accessed February 2024. Archived January 23, 2021. Archive URL: https://archive.ph/Gw8Yb
2021JapanJICAAMP Media122Overseas Expansion of SDGs and Business ~ Innovation and New Value Co-Creation with JICA,” AMP Media, Accessed February 2024. Archived April 20, 2023. Archive URL: https://archive.ph/rUavW
2021IndiaShell LubricantsAb Duniya DekhegiDentsu Creative (Taproot Dentsu India)123Campaign Spotlight: Taproot Dentsu & Shell Advance capture the drive and passion of ‘Shell Ustaads’ with a fresh campaign, ‘Ab Duniya Dekhegi’,Adobo Magazine, April 23, 2021. Archived February 6, 2024. Archive URL: https://archive.ph/QSzCa
2021UKScottish PowerCarat124Our Work,” Carat, Accessed February 2024. Archived July 29, 2021. Archive URL: https://archive.ph/gHXy0
2021Italy/GlobalEniEstimated 25 million EurosCarat125Carat vince la gara per il budget media di ENI,” Dentsu, November 22, 2021. Archived February 5, 2024. Archived .pdf on file at DeSmog.
2021OMVMerkle126OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH
2020ChevronDentsu Creative127James McCawley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2020South AfricaEngenCarat South Africa128Carat South Africa – Engen 1App Launch,” Dentsu, Accessed February 2024. Archived March 6, 2023. Archive URL: https://archive.ph/02Fcf,129New Engen 1app pushes all the right buttons,” Engen, July 7, 2020. Archived January 12, 2024. Archive URL: https://archive.ph/GsozD
2020TotalEnergiesPosterscope India130Posterscope India. “TOTAL France partners with #PosterscopeIndia to communicate its multi-energy capabilities,” Post by @posterscope_ind, November 20, 2020. Retrieved from X. Archive URL: https://archive.ph/Hra6h. Archived .pdf on file at DeSmog.
2020ThailandBangchakHappy eateryDentsu Creative (Dentsu One Bangkok)131Kim Shaw. “Dentsu One Bangkok releases charming ‘Happy Eatery’ film to celebrate Bangchak’s 35th anniversary,” Campaign Brief Asia, September 9, 2020. Archived January 12, 2021. Archive URL: https://archive.ph/pAR16
2020TotalEnergiesMerkle132Total: Combatting the operational threat posed by COVID-19,” Merkle, Accessed February 2024. Archived February 8, 2024. Archive URL: https://archive.ph/KiyPI
2020PhilippinesSEAOILBreak Free From Gas-tosDentsu Creative (Dentsu One Manila)133Campaign Spotlight: SEAOIL and Dentsu One Manila pumps excitement with Break Free From Gas-tos campaign,” Adobo Magazine, December 2, 2020. Archived January 13, 2024. Archive URL: https://archive.ph/aAp7U
2020TotalEnergiesiProspect (Vizeum)134Our agencies,” Dentsu, Accessed February 2024. Archived October 18, 2020. Archive URL: https://archive.ph/WTGvL
2020JapanJapan AirlinesHidden sustainability in air travelAMP Media135Creating “connections” through movement. “Sustainable air travel” demonstrated by JAL’s #hiddenability,” AMP Media, October 10, 2023. Archived January 23, 2024. Archive URL: https://archive.ph/xhlys
2020OMVMerkle136OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH
2019USChevronDentsu Creative (McGarryBowen)137Chevron/McGarryBowen | The 2019 Excellence in Marketing and Communications Awards,” The Conference Board, September 27, 2019. Archived January 10, 2024. Archive URL: https://archive.ph/ZBmrO
2019ThailandBangchakHappy eateryDentsu Creative (Dentsu One Bangkok)138Bangchak Happy Eatery,” Ads of the World, Accessed February 2024. Archived January 12, 2024. Archive URL: https://archive.ph/GjdGi
2019USNRG EnergyWentz movesCarat139 “NRG TV Spot, ‘Wentz Moves’ Featuring Carson Wentz,” iSpot.tv, October 27, 2019. Archived January 13, 2024. Archive URL: https://archive.ph/Z3put
2018ChevronDentsu Creative (McGarryBowen)140James McCawley,” LinkedIn. Accessed February 2024. Archived .pdf on file at DeSmog.
2018BrazilPetrobrasCurtindo o caminhoDentsu Creative (NBS)141Effie Awards Brasil,” Effie, 2018. Archived June 28, 2022. Archive URL: https://archive.ph/GwSfW
2018IndiaTotal QuartzPosterscope India142Total Oil India launches integrated campaign for TOTAL QUARTZ,” ADgully, April 13, 2018. Archived January 19, 2024. Archive URL: https://archive.ph/flNzA
2018PhilippinesShellDentsu X Philippines143dentsu X Philippines wins Digital AOR for Shell,” Adobo Magazine, Accessed February 2024. Archived February 6, 2024. Archive URL: https://archive.ph/6iIzE
2018USUnited AirlinesDentsu Creative (McGarryBowen)144Mcgarrybowen: United,” YouTube video uploaded by user dentsu on November 19, 2018. Archive URL: https://archive.ph/E8sUp. Archived .mp4 on file at DeSmog.
2018Shell145Shell revamps agency roster: JWT will split creative with Wunderman, Dentsu and others,” exchange4media, July 19, 2028. Archived February 15, 2024. Archive URL: https://archive.ph/EITuo. Archived .pdf on file at DeSmog.  
2017ChevronDentsu Creative (McGarryBowen)146Dentsu Aegis Network Acquires Swirl,” Dentsu, December 6, 2017. Archived January 12, 2024. Archive URL: https://archive.ph/QAwcM
2017USNRG EnergyLife switched onCarat147NRG TV Spot, ‘Life Switched On’,” iSpot.tv, December 8, 2017. January 13, 2024. Archive URL: https://archive.ph/3CBox
2017IndiaTotal Quartz Posterscope India148TOTAL OIL INDIA with Posterscope creates a category-first differentiated OOH Communication,” MediaInfoline, April 17, 2017. Archived January 19, 2024. Archive URL: https://archive.ph/h4lcM
2017QantasBWM Dentsu149The Passport Take-Off,” Ads of the World, 2017. Archived September 27, 2023. Archive URL: https://archive.ph/GRjR6
2016ChevronDentsu Creative (McGarryBowen)150mcgarrybowen Launches in Amsterdam Through Acquisition of Award-Winning Agency ACHTUNG!,” Dentsu, February 10, 2016. Archived January 12, 2024. Archive URL: https://archive.ph/wQTQ2
2016Singapore AirlinesDentsu Mobius151No detail is too small,” Ads of the World, 2016. Archived November 30, 2023. Archive URL: https://archive.ph/oaJOJ
2016British AirwaysCarat152Work,” Carat, Accessed February 2024. Archived June 25, 2016. Archived .pdf on file at DeSmog.
2016UKBritish GasCarat153Work,” Carat, Accessed February 2024. Archived June 25, 2016. Archived .pdf on file at DeSmog.
2015ChevronDentsu Creative (McGarryBowen)154mcgarrybowen strengthens creative capabilities by acquiring luxury experts SAME SAME but different,” Dentsu, 15 December, 2015. Archived January 12, 2024. Archive URL: https://archive.ph/HSg0Y
2015British AirwaysCarat155Work,” Carat, Accessed February, 2024.. Archived July 27, 2015. Archived .pdf on file at DeSmog.
2015UKBritish GasCarat156Work,” Carat, Accessed February, 2024. Archived July 27, 2015. Archived .pdf on file at DeSmog.
2014ChevronDentsu Creative (McGarryBowen)157Dentsu Aegis Network realigns its business in Germany, uniting its strong digital and social expertise – mcgarrybowen to rebrand as Isobar in Germany,” Dentsu, October 13, 2014. Archived January 12, 2024. Archive URL: https://archive.ph/lrvds
2013ChevronDentsu Creative (McGarryBowen)158Rick Hirst Named CEO of mcgarrybowen London,” PR Newswire, October 8, 2013. Archived January 12, 2024. Archive URL: https://archive.ph/NSI8W
2012ChevronDentsu Creative (McGarryBowen)159 “McGarryBowen gears up for UK launch,” Campaign, March 1, 2012. Archived January 12, 2024. Archive URL: https://archive.ph/F0nEE
2011ChevronDentsu Creative (McGarryBowen)160Bud Light Selects Mcgarrybowen And Translation As Lead Agencies For Top Beer Brand’s Creative Duties,” Anheuser-Busch, December 13, 2011. Archived January 12, 2024. Archive URL: https://archive.ph/J3ZyR
2011IndiaIndian Oil161Indian Oil hands over communications for North region to 5 agencies,” BEST MEDIA INFO, July 13, 2011. January 13, 2024. Archive URL: https://archive.ph/Uyp0d
2011USChevroniProspect (ICUC)162Aegis Media’s iProspect Acquires Community Moderation Expert ICUC to Support Growing Social Media Capabilities,” PR Newswire, June 8, 2011. Archived February 6, 2024. Archive URL: https://archive.ph/H7uzS
2010GlobalChevronWe agreeDentsu Creative (McGarryBowen)163Ben Casselman. “Chevron Ad Campaign Answers Critics Head-On,” The Wall Street Journal, October 18, 2010. Archived January 10, 2024. Archive URL: https://archive.is/bEF7T
2010IndiaIndian Oil164INDIAN OIL EMPANELS THREE CREATIVE AGENCIES FOR TWO YEARS,” The Advertising Club, April 14, 2009. Archived January 13, 2024. Archive URL: https://archive.ph/dBDlO
2009IndiaIndian Oil165INDIAN OIL EMPANELS THREE CREATIVE AGENCIES FOR TWO YEARS,” The Advertising Club, April 14, 2009. Archived January 13, 2024. Archive URL: https://archive.ph/dBDlO
2007GlobalTotalEnergies100 million USDiProspect (Vizeum)166Vizeum expands grip on Total media,” Campaign, November 29, 2007. Archived January 15, 2024. Archive URL: https://archive.ph/HTkN6

Actions

June 2024

DeSmog reported that Dentsu UK had announced it was working with Global Action Plan, an environmental NGO,167About us,” Global Action Plan, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/KzJ97 on a campaign called “This Campaign Sucks.” On its website, Dentsu said the campaign intended “to tackle poor air quality in cities across the UK and Ireland – highlighting the links to health inequalities and the climate crisis.”168This Campaign Sucks!,” Dentsu, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/ETsLz

As part of this campaign, Dentsu created a mural in central London for Clean Air Day 2024 (June 20th) to highlight the high levels of air pollution in London. The mural was made with special paint designed to remove carbon from the air.169This Campaign Sucks!,” Dentsu, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/ETsLz

May 2024

Dentsu won a tongue-in-cheek “Excellence in Science Fiction” award as part of Clean Creatives annual F-List awards, which aims to tell “the tales that the fossil fuel industry and their agencies would rather keep hidden.” Dentsu won the award for its work with Chevron on Chevron’s carbon capture and storage projects. The presenter of the award, Solitaire Townsend, co-founder of the change agency Futerra, said that work like this is “simply fiction.”170The F-List Awards 2024,” Clean Creatives, May 8, 2024. Archived June 11, 2024. Archived .pdf and .mp4 on file at DeSmog.

April 22, 2024

Dentsu Creative partnered with the Global Energy Alliance for People and Planet (GEAPP) “to tackle energy poverty and the climate crisis.”171Dentsu Creative joins forces with the Global Energy Alliance for People and Planet (GEAPP) to Accelerate a renewable energy movement,” Dentsu, April 22, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/EIMx4

GEAPP was launched at COP26 and describes itself as bringing together philanthropy, governments, development partners, and the private sector “to accelerate the green energy transition to end energy poverty across emerging economies.”172Global Energy Alliance for People and Planet,” Global Energy Alliance for People and Planet,” Accessed June 11, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/xIwZI

The news release said that Dentsu Creative had been “tasked to deliver a global integrated brand strategy and campaigns, building on the award winning ‘Let’s Change Energy For Good’ campaign launched by GEAPP, the Rockefeller Foundation, IKEA Foundation, Bezos Earth Fund and Alliance partners at COP26.” The release said that the campaign will be led in Africa and will “collaborate with the wider dentsu network to facilitate strategic media and partnership opportunities”, with the campaign’s purpose being to “tell the stories of renewable energy solutions and galvanize support for this mission worldwide.”173Dentsu Creative joins forces with the Global Energy Alliance for People and Planet (GEAPP) to Accelerate a renewable energy movement,” Dentsu, April 22, 2024. Archived June 11, 2024. Archive URL: https://archive.ph/EIMx4

March 2024

In 2024, Dentsu updated its 2030 sustainability strategy.174Corporate Governance Report,” Dentsu, March 29, 2024. Archived April 9, 2024. Archive .pdf on file at DeSmog. Its revised strategy had three core themes: People, Planet, and Innovation. Across these three themes, five “material issues” were identified, including “climate action.” Dentsu said that it has action plans and KPIs and has published these in a table. The “Action Plans & KPIs” consist of four bullet points repeating Dentsu’s previous commitments. As of June 2024, no additional plan for how Dentsu will achieve these points has been made publicly available.175Sustainability Strategy 2030,” Dentsu, June 11, 2024. Archived June 11, 2024. Archive URL:  https://archive.ph/joga5 

Source: Dentsu.176Sustainability Strategy 2030,” Dentsu, June 11, 2024. Archived June 11, 2024. Archive URL:  https://archive.ph/joga5

2024

Dentsu’s website featured an article spotlighting its net-zero emissions plan. This article said: “Dentsu’s own operations are powered by 100% renewable energy: […] In 2016, we became signatories to RE100, committing to procure 100% renewable electricity across our global operations by 2020. In 2020, we achieved this goal, and continue to be powered by renewables in all countries in which we operate.”177Net Zero Emissions,” Dentsu, Accessed February 2024. Archived February 11, 2024. Archive URL: https://archive.ph/ThUHK Notably, this article did not clarify that the 100 percent figure only applied to the global business, not Dentsu Japan, despite the fact that Dentsu shifted to an operating model combining its international and national operations in January 2023.178Chris Pash. “Denstu’s ‘enhanced’ global management structure,” Ad News, November 15, 2023. Archived June 12, 2024. Archive URL: https://archive.ph/PMaPv In 2023, Dentsu’s use of renewable energy across all its operations was 37.7 percent, with only 0.4 percent of the energy used by Dentsu Japan coming from renewable sources.179Integrated report 2023 dentsu,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog. The article also failed to warn that the 100 percent figure did not apply to a further nine markets in which Dentsu operated. This information could be found as a supplement at the end of the article, but without a marker in the main body of the text to signpost this information.180Net Zero Emissions,” Dentsu, Accessed February 2024. Archived February 11, 2024. Archive URL: https://archive.ph/ThUHK

An alternative version of this article also appeared elsewhere on the Dentsu website in 2024, with different wording to clarify that the 100 percent figure did not apply to all markets.181Getting to net zero,” Dentsu, Accessed February 2024. Archived February 1, 2024. Archive URL: https://archive.ph/sHLB0

2024

Dentsu agency iProspect developed a campaign for Malaysian oil and gas company Petronas. The campaign talks about Petronas’s “journey towards a lower carbon future” and how Petronas is “giving back to the communities and powering knowledge through education sponsorships for undergraduates.”182Petronas,” LinkedIn Ad Library, Accessed June 24, 2024. Archived June 25, 2024. Archive URL: https://archive.ph/aQibh. Archived .pdf and .mp4 on file at DeSmog.

Source: YouTube.183PETRONAS A Pledge to the World: Farehana Hanapiah,” YouTube video uploaded by PETRONAS on March 19, 2024. Archived .pdf and .mp4 on file at DeSmog.

2024

Merkle promoted several posts on LinkedIn for Austrian petrochemicals producer OMV.184OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/qIk6s. Archived .pdf on file at DeSmog.,185OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/jC8GF. Archived .pdf on file at DeSmog.,186OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/fQazG. Archived .pdf on file at DeSmog.

In one post, a video referred to OMV’s “transformation journey towards a net zero company.”187OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/qIk6s. Archived .pdf on file at DeSmog. Another focused on renewable energy, with a journalist interviewing Dr Carsten Reinhold, Geoscience Manager at Eavor Deutschland,188OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/jC8GF. Archived .pdf on file at DeSmog. a geothermal renewable energy company in which OMV acquired a 6.5 percent stake in 2023.189OMV and Eavor join forces in geothermal technology,” OMV, June 14, 2023. Archived June 24, 2024. Archive URL: https://archive.ph/da9SG Another post promoted the company’s plans for carbon capture and storage (CCS).190OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/fQazG. Archived .pdf on file at DeSmog.

Dentsu LinkedIn promotion for OMV 2024
Source: LinkedIn.191OMV,LinkedIn Ad Library, Accessed June 24, 2024. Archived June 25, 2024. Archived .pdf on file at DeSmog.

These posts were part of a social media campaign Merkle had been running for OMV since 2020 across Instagram, Twitter, YouTube,192OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH and LinkedIn.193OMV,” LinkedIn Ad Library, Accessed June 24, 2024. Archived URL: https://archive.ph/qIk6s. Archived .pdf on file at DeSmog. Merkle said on its website that “OMV wants to position itself and its topics with new and exciting content formats on social media and thus improve the positive perception, especially in a still neutral target group.”194OMV: Fresh social media content strategy,” Merkle, Accessed June 24, 2024. Archived June 24, 2024. Archive URL: https://archive.ph/RrRsH

2023

In 2023, Dentsu calculated its “advertised emissions”, purportedly becoming the first agency in the industry to do so. Dentsu estimated that its total advertised emissions for 2022 were 12.8 million tons of CO2 equivalent (tCO2e), 32 times the size of its operational footprint. They reported that 77 percent of these emissions were derived from four client sectors, though they did not disclose which four sectors. Dentsu recognized that if the regulatory landscape were to change and Dentsu became accountable for a portion of these emissions, the financial cost to Dentsu could be “extremely high.”195Dentsu TCFD Report 2023,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog. 

In its 2023 Climate-Related Financial Disclosure Report, Dentsu acknowledged that its client list has the potential to affect its reputation: “Not only will clients expect more climate leadership from dentsu, but the business will be increasingly judged on its client list. The emissions, reputation, and long-term sustainability of the brands we service will increasingly impact our reputation.”196Dentsu TCFD Report 2023,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog. Dentsu cited an intention to build a more sustainable client roster as a resilience measure against such risks: “Our intent is to build a client base of companies with sustainable products and business models, and to support clients with their low-carbon transition. By doing so, we will develop resilience to increased scrutiny of advertised emissions.”197Dentsu TCFD Report 2023,” Dentsu, 2023. Archived January 31, 2024. Archived .pdf on file at DeSmog.

In 2023, Dentsu also published a Sustainability Communications Guide.198Sustainability Communications Guide 2023,” Dentsu, 2023. Archived February 11, 2024. Archived .pdf on file at DeSmog. This guidance explained the concept of greenwashing and included a checklist of things to avoid or consider when developing communications for clients. Dentsu also published a Sustainable Event Guideline for its staff, which prompted event planners to consider factors such as participant travel, whether renewable energy could be used to power the event, tree planting, waste management, water usage, etc.

December 2023

Dentsu launched the “Zero Malaria: Change the Story” campaign as part of a five-year pro bono partnership with Malaria No More UK.199Dentsu supports Zero Malaria campaign to ‘change the story’ around ending malaria,” Dentsu, December 4, 2023. Archived February 11, 2024. Archive URL: https://archive.ph/vLK0l The campaign focussed on how the changing climate is worsening the challenge of fighting malaria and urged leaders at COP28 to take action.

July 2023

Dentsu joined the Japan Climate Leaders’ Partnership (JCLP) as a supporting member.200Tara Moss Rejoins dentsu to Scale Sustainability Solutions,” Dentsu, July 20, 2023. Archived February 11, 2024. Archive URL: https://archive.ph/PaxgM The JCLP is a coalition of businesses from a number of industries pursuing profitability and sustainability.201Japan Climate Leaders’ Partnership,” Japan Climate Leaders’ Partnership, Accessed February 2024. Archived February 11, 2024. Archive URL: https://archive.ph/QbqOn LobbyMap has described the JCLP as a positive voice.202Japan Climate Leaders’ Partnership (JCLP),” LobbyMap, Accessed February 2024. Archived February 11, 2024. Archive URL: https://archive.ph/4scqD

December 2022

Dentsu’s market research firm B2B International won the Market Research Society award for ‘best sustainable operations’ on the strength of Dentsu’s group-wide net-zero commitments,203MRS AWARDS 2022,” Market Research Society, 2022. Archived January 18, 2024. Archived .pdf on file at DeSmog. despite B2B International’s extensive list of fossil fuel industry clients such as ExxonMobil,204Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 Shell,205About Us,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/eAGAH BP,206Our Experience,” B2B International, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/RtbY0 and TotalEnergies.207Oil and Gas Market Research,” B2B International, Accessed February 2024. Archived January 15, 2024. Archived screenshot on file at DeSmog.

November 2022

Dentsu signed an open letter to world leaders at COP27. Co-signatories included over 100 CEOs and senior executives. This letter told governments that collaboration between business and government is required to tackle the climate crisis. The letter requested governments to set ambitions, unlock finance, simplify regulations, increase spending on research and development, support hard-to-abate sectors (including with additional funding), and phase out fossil fuel subsidies in a “just” manner.208More than 100 CEOs and senior executives share an open letter for world leaders at COP27,” World Economic Forum, November 4, 2022. Archived January 26, 2024. Archive URL: https://archive.ph/R2C4Z

July 2022

As part of the petroleum company Caltex Australia’s rebranding to Ampol, Dentsu agency iProspect produced the Ampol ‘Powering Our Way of Life’ campaign in Australia. This campaign advertised traditional fuels and electric charging and was shared across TV, radio, cinema, outdoors, online, and social media, as well as included sponsored partnerships. The trade magazine Campaign Brief quoted Ampol’s chief brand officer, Jenny O’Regan, describing the campaign’s purpose: “We are now becoming a provider of energy solutions beyond fuel, and this campaign celebrates the current and future role we will play in powering lives across Australia. Connecting customers to the evolving energy offer of the business demonstrates the progressive nature of the brand. Building an extensive, sustainable charging solution for all Australians is an important part of our strategy”.209Ricki Green. “Ampol Launches New ‘Powering Our Way of Life’ Campaign via Saatchi & Saatchi and iProspect,” Campaign Brief, July 11, 2022. Archived January 10, 2024. Archive URL: https://archive.ph/WdIMq

The Environmental Defenders Office, a legal center dedicated to protecting the environment, later praised Ampol in a report for its installation of electric vehicle charging ports.210Jennifer Dudley-Nicholson. “Some petrol companies are installing EV chargers, but most have big holes in climate plans,” The Driven, November 4, 2023. Archived February 11, 2024. Archive URL: https://archive.ph/1HceD Conversely, the Australia Institute criticized Ampol for having a net-zero target covering just 2 percent of its overall emissions.211Polly Hemming, Rod Campbell, and Sumithri Venketasubramanian. “State-sponsored Greenwash,” The Australia Institute, October 2022. Archived February 11, 2024. Archived .pdf on file at DeSmog.

Source: Vimeo.212AMPOL Powering our way of life,” Vimeo video uploaded by Dreamscreen Australia on July 21, 2022. Archived .mp4 on file at DeSmog.

2021

Dentsu launched its 2030 Sustainability Strategy using the Sustainable Development Goals as a lens. The strategy included a ‘sustainable world’ pillar, a net-zero commitment by 2030, and a pledge to “Enable 1bn people to make better, more sustainable, choices”.2132030 Sustainability Strategy,” Dentsu, Accessed February 2024. Archived February 12, 2024. Archive URL: https://archive.ph/QyVDf

Source: Dentsu.2142030 Sustainability Strategy,” Dentsu, Accessed February 2024. Archived February 12, 2024. Archive URL: https://archive.ph/QyVDf

Dentsu also became a founding member of “AdGreen,” an advertising industry sustainability initiative.215Decarbonising media since 2019,” Dentsu, Accessed February 2024. Archived February 12, 2024. Archive URL: https://archive.ph/zLbRI

December 2021

Dentsu agency Carat produced an advert for NRG Energy, “Choice,” which focused on customer choice and rewards.216NRG TV Spot, ‘Choice’,” iSpot.tv, December 03, 2021. Archived January 13, 2024. Archive URL: https://archive.ph/V20Iq

November 29, 2021

Carat produced a campaign for Alinta Energy, an Australian electricity-generating and gas company, titled ‘That’s better’. The campaign featured famous Australian cricket players. Amanda Hagan, Executive Director of Retail Markets at Alinta Energy, was quoted by AdNews praising the campaign: “I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia […] And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables”.217Alinta Energy’s new brand platform and campaign via Bastion Creative,” AdNews, November 29, 2021. Archived January 5, 2024. Archive URL: https://archive.ph/qt2V

Dentsu Carat 2021 advert for Alinta Energy
Source: Alinta Energy on Facebook.218That’s Better,” Facebook image from Alinta Energy, November 26, 2021. Archived .png on file at DeSmog.

November 22, 2021

Carat won a contract to manage all of Eni’s online and offline communications, covering all products and services, focussing on Italy but also with campaigns abroad.219Carat vince la gara per il budget media di ENI,” Dentsu, November 22, 2021. Archived February 5, 2024. Archive URL: https://archive.ph/Yo23z BrandNews reported that Eni’s annual advertising investment is estimated at 25 million Euros.220GARA MEDIA ENI: CARAT UFFICIALIZZA LA VITTORIA,” Brand News, November 22, 2021. Archived February 5, 2024. Archive URL: https://archive.ph/dZrhM

October 4, 2021

Dentsu announced an update to its net-zero target. It pledged to reduce absolute emissions across its entire value chain by 90 percent by 2040 (compared to 2019) and meet its pre-existing target of being net zero by 2030. This pledge was verified by the Science Based Targets initiative (SBTi), which requires deep decarbonization of 90-95 percent by 2025. Dentsu reported that it was the first advertising company to make a target in line with the SBTi.221Net zero: we are going further,” Dentsu, October 4, 2021. Archived February 12, 2024. Archive URL: https://archive.ph/JZbRa

April 2021

In 2020, Caltex Australia began rebranding as Ampol (an Australian legacy brand). This rebranding process continued from 2021 to 2022, focusing on positioning Ampol as an iconic Australian brand. In 2021, iProspect produced a campaign, ‘far and wide,’ as part of this process. The campaign played on how traveling vast distances is part of everyday Australian life, with Ampol able to power these journeys.222Ricki Green. “Ampol helps the nation travel ‘Far and Wide’ in new campaign via Saatchi & Saatchi + iProspect,” Campaign Brief, April 21, 2021. Archived January 10, 2024. Archive URL: https://archive.ph/Bpr2j

Source: Vimeo.223Ampol – Far & Wide,” Vimeo video uploaded by Joshua H Walker on May 11, 2021. Archived .mp4 on file at DeSmog.

March 2021

Dentsu agency AMP Media produced a four-piece series for JICA (Japan International Cooperation Agency), spotlighting JICA’s Small and Medium-sized Enterprises and Sustainable Development Goals Business Support Project.224Overseas Expansion of SDGs and Business ~ Innovation and New Value Co-Creation with JICA,” AMP Media, Accessed February 2024. Archived April 20, 2023. Archive URL: https://archive.ph/rUavW Fossil Fuel Free Japan has reported that JICA is a major provider of development finance for fossil fuel projects.225Public Finance,” Fossil Free Japan, Accessed February 2024. Archived January 19, 2024. Archive URL: https://archive.ph/XVWM5

February 2021

Dentsu collaborated with Bristol University and other media companies to launch a web-based tool called DIMPACT, which calculates the greenhouse gas emissions associated with serving media content.226Dentsu pilots ‘DIMPACT’, pioneering tool to manage media industry’s digital carbon footprint,” Dentsu, February 11, 2021. Archived February 12, 2024. Archive URL: https://archive.ph/AMTWT

2020

Dentsu agency McGarryBowen partnered with WPP agency Wavemaker to create a “Doers” campaign for Chevron. Group SJR, another WPP agency, and Truffle Pig, a collaboration between Group SJR, Daily Mail, and Snapchat, directed casting for this campaign.227Nicole D Maxwell,” Staff Me Up, Accessed March 2024. Archived March 7, 2024. Archived .pdf on file at DeSmog.

Effie Worldwide shortlisted this campaign for an Effie Award. McGarryBowen and Wavemaker outlined their goals for Chevron in the award entry: “The energy industry was losing trust, leading to increased scrutiny. Chevron wanted to combat this by building a positive brand perception distinct from the industry among those who impact energy policy”.228Effie Awards 2020,” Effie Awards, 2020. Archived February 19, 2024. Archive URL: https://archive.ph/a3nzE The ads, which ran on social media, TV, and in POLITICO and other outlets targeted toward Washington, D.C., focused on American “doers” who need fossil fuel energy to keep improving the country.229Wavemaker,” DeSmog, April, 2024.

Dentsu McGarryBowen 2020 Doers advert for Chevron
Source: Effie Awards.230Effie Awards 2020,” Effie Awards, 2020. Archived February 19, 2024. Archive URL: https://archive.ph/a3nzE

November 2020

Dentsu agency Posterscope India produced an ‘out of home’ campaign for Total France focussed on four major Indian cities. The campaign aimed “to establish its position as a multi-energy company, producing and distributing accessible, reliable and clean energy and which invests in ‘low carbon’ energy, with a net-zero ambition for 2025.”231Posterscope India. “TOTAL France partners with #PosterscopeIndia to communicate its multi-energy capabilities,” Post by @posterscope_ind, November 20, 2020. Retrieved from X. Archive URL: https://archive.ph/Hra6h. Archived .pdf on file at DeSmog.

Dentsu Posterscope advert for Total 2020
Source: Posterscope India on X.232Posterscope India. “TOTAL France partners with #PosterscopeIndia to communicate its multi-energy capabilities,” Post by @posterscope_ind, November 20, 2020. Retrieved from X. Archive URL: https://archive.ph/Hra6h. Archived .pdf on file at DeSmog.

October 2020

Dentsu set a target to reach net zero by 2030 by reducing its absolute carbon emissions by 46 percent by 2030 and using carbon credits to offset the remaining 54 percent.233Dentsu International sets 2030 net-zero target,” Edie, October 22, 2020. Archived February 12, 2024. Archive URL: https://archive.ph/lwEIh

September 2020

Dentsu issued a press release stating that Dentsu “has achieved 100% renewable electricity across its worldwide operations where markets allow.” The 100 percent figure applied specifically to Dentsu’s international markets, excluding Dentsu’s operations in Japan. Dentsu explained that “where markets allow” meant that in 9 markets covered by the global business, accounting for 9.7 percent of Dentsu Aegis Network’s international electricity demand, Dentsu could not purchase renewable energy. Instead, where possible, Dentsu purchased renewable energy certificates from adjacent countries.234Dentsu Aegis Network hits target of 100% renewable electricity,” Dentsu, September 17, 2020. Archived February 11, 2024. Archive URL: https://archive.ph/nUqpN

October 2020

Dentsu agency AMP Media ran a “sustainable air travel” promotion for Japan Airlines, focusing on how passengers can reduce the carbon emissions from the flights they take, for example, by arriving for their flights on time. One of the campaign graphics produced by Dentsu encourages passengers to enjoy their destination so that they will want to make repeat visits.235Creating “connections” through movement. “Sustainable air travel” demonstrated by JAL’s #hiddenability,” AMP Media, October 20, 2023. Archived January 23, 2024. Archive URL: https://archive.ph/xhlys

Dentsu AMP Media advert for Japan Airlines 2020
Source: AMP Media.236Creating “connections” through movement. “Sustainable air travel” demonstrated by JAL’s #hiddenability,” AMP Media, October 20, 2023. Archived January 23, 2024. Archive URL: https://archive.ph/xhlys

November 2019

Dentsu One Bangkok released a short film commissioned by Bangchak, a Thai petroleum and energy conglomerate, for Bangchak’s 35th anniversary. The short film used the allegory of a Thai eatery to suggest that customers’ happiness is more important than profit, with happy customers leading to sustainable returns.237Bangchak Happy Eatery,” Ads of the World, Accessed February 2024. Archived January 12, 2024. Archive URL: https://archive.ph/GjdGi

Source: YouTube.238Happy Eatery,” YouTube video uploaded by user Nomad Boy on April 24, 2021. Archived .mp4 on file at DeSmog.

October 2019

Carat produced an advert for NRG Energy, “Wentz,” featuring the American football player Carson Wentz.239NRG TV Spot, ‘Wentz Moves’ Featuring Carson Wentz,” iSpot.tv, October 27, 2019. Archived January 13, 2024. Archive URL: https://archive.ph/Z3put

2019

In 2019, Dentsu agency McGarryBowen, alongside WPP agency Wavemaker, won an Excellence in Marketing and Communications award for its “Thank your role model” campaign with Chevron. As outlined by The Conference Board, the campaign aimed to encourage people, especially women, to pursue STEM careers to address anticipated recruitment challenges stemming from projected shortages in STEM talent. The campaign used female leaders at Chevron to act as ambassadors for STEM careers and encouraged Chevron employees to upload “thank your role model” videos to a dedicated platform. The campaign utilized various platforms, including social media and the hosting of events.240Chevron/McGarryBowen | The 2019 Excellence in Marketing and Communications Awards,” The Conference Board, September 27, 2019. Archived January 10, 2024. Archive URL: https://archive.ph/ZBmrO

DeSmog subsequently included this campaign in a critique of how fossil fuel companies produce advertising championing women’s empowerment to improve their image.241Ellen Ormesher, Emily Gertz, Kathryn Clare, Cartie Werthman. “Oil and Gas Companies Want You to Think They Care About Women — but It’s Just PR,” DeSmog, March 8, 2024.

April 2018

Adobo Magazine reported that Dentsu X Philippines had won the pitch to be Shell Philippines’ digital agency of record.242dentsu X Philippines wins Digital AOR for Shell,” Adobo Magazine, April 5, 2018. Archived February 6, 2024. Archive URL: https://archive.ph/6iIzE

2017

Carat produced an advert for NRG Energy, “Life Switched On,” which focused on how electricity is part of everyday life.243NRG TV Spot, ‘Life Switched On’,” iSpot.tv, December 8, 2017. January 13, 2024. Archive URL: https://archive.ph/3CBox

2010

Dentsu’s McGarryBowen ran the global “We agree” campaign for Chevron in 2010. McGarryBowen intended this campaign to improve the company’s image after Big Oil suffered a reputational blow due to the 2010 Deepwater Horizon disaster and Gulf of Mexico oil spill. The ads featured slogans intended to replicate those used by anti-industry groups, e.g., “oil companies should put their profits to good use,” with the words “we agree” stamped over them. The ads featured topics such as community development and investment in renewables. Non-profit groups signed some of the ads, including the Global Fund to Fight AIDS, Tuberculosis, and Malaria, and Cleantech Open (which promotes green technologies).244Ben Casselman. “Chevron Ad Campaign Answers Critics Head-On,” The Wall Street Journal, October 18, 2010. Archived January 10, 2024. Archive URL: https://archive.is/bEF7T

Dentsu McGarryBowen advert for Chevron 2010
Source: DeSmog.245Richard Littlemore. “It’s good that the Yes Men punked Chevron – We Agree!,” DeSmog, October 19, 2010.

2009

Dentsu successfully won the tender for a two-year contract with Indian Oil.246Indian Oil empanels three creative agencies for two years,” The Advertising Club, Accessed February 2024. Archived January 13, 2024. Archive URL: https://archive.ph/dBDlO

2007

In 2007, TotalEnergies awarded a $100 million global media contract to Vizeum,247Vizeum expands grip on Total media,” Campaign Asia, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/HTkN6 a Dentsu agency that was subsequently rolled into the iProspect Dentsu agency.248Omar Oakes. “Dentsu confirms iProspect will swallow Vizeum in new global media network,” Campaign, January 13, 2021. Archived January 16, 2024. Archive URL: https://archive.ph/AAwUs Vizeum was the incumbent for the account in France, and they acquired additional markets with this contract.249Vizeum expands grip on Total media,” Campaign Asia, Accessed February 2024. Archived January 15, 2024. Archive URL: https://archive.ph/HTkN6

See also ‘Funding’ above.

As of 2021, Dentsu had a total of 881 consolidated subsidiaries.250Dentsu – statistics & facts,” Statista, Accessed February 2024. Archived January 31, 2024.  Archive URL: https://archive.md/oCoUG Dentsu’s principal subsidiaries in 2024 included:251Our agencies,” Dentsu, Accessed February 2024. Archived January 19, 2024. Archive URL: https://archive.ph/wyX9H

  • Carat
  • CARTA HOLDINGS
  • Dentsu Creative
  • Dentsu Digital
  • Dentsu X
  • iProspect
  • ISID
  • Merkle
  • Septeni
  • Tag

Contact & Address

London:252Contact Us,” Dentsu, Accessed February 2024. Archived February 15, 2024. Archive URL: https://archive.ph/Zc2ot

Dentsu
Regent’s Place
10 Triton Street
London
NW1 3BF
Telephone: +44 (0)207 070 7700

Japan:253About,” Dentsu, Accessed February 2024. Archived February 15, 2024. Archive URL: https://archive.ph/nWbAL

1-8-1 Higashi-Shimbashi
Minato-ku
Tokyo
105-7050
Telephone: +81 (3)6217 6600

Social Media

Resources

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