Dentsu Group has launched what it is calling the "Decarbonization Initiative for Marketing" to track and reduce greenhouse gas emissions in marketing communications supply chains in Japan. 

Similar efforts are underway in Europe and the U.S., but the Tokyo-based ad group says “unique customization” is required in Japan given differing ad marketing production processes, emission factors, customs and language.  

As part of the initiative the company has signed a letter of intent with AdGreen to help develop standards and tools for the project. AdGreen tracks GHG emissions in advertising and content production in the UK and the U.S. 

Dentsu Japan is also working with a group called Metaverse Production to develop emissions tracking tools. The latter group is a joint project among Tohokushinsha Film Corporation, several Dentsu units and others working to reduce GHG emissions in video production. The project is promoting the adoption of virtual production shooting (in-camera VFX) and the development of techniques where video production is completed within the metaverse. 

The broader decarbonization effort for Japan will address advertising and content production, media delivery, digital solutions, events and related workflows.