Dentsu Aegis Network joins forces with Bristol University on pioneering carbon measurement tool for digital media

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Dentsu Aegis Network has joined forces with Bristol University’s Department of Computer Science along with some of the world’s most innovative media companies, including the BBC and Sky, to launch DIMPACT – a new collaboration to map the carbon impacts of digital value chains.

Researchers from the University of Bristol will work with the sustainability and technology teams at Dentsu Aegis Network to map the carbon hotspots of digital media content and services. The aim is to create an online carbon calculator, DIMPACT, available to any company offering digital products and services. The ambition is for this tool to enable more informed decision-making to reduce the overall carbon footprint of digital services.

“The climate crisis is pushing organisations to go beyond their immediate footprint and look at the end to end value chain of the media industry,” said Anna Lungley, Global Head of Social Impact, Dentsu Aegis Network. “This is a complex area, with each stage of the delivery chain having different owners. For the first time the media industry will be working together to tackle this head on, understand their ‘downstream’ carbon impact and enable brands to reduce the overall carbon footprint of digital media communications.”

The project is an important part of Dentsu Aegis Network’s commitment to lead the industry towards a zero-carbon economy. Dentsu Aegis Network is the only marketing and communications group to be a member of RE100, committing to purchase 100% renewable electricity by the end of 2020 (currently 90% usage globally). Dentsu Aegis Network aims to reduce global emissions by 40% per full-time employee by the end of 2020 and achieved a 37% reduction per FTE in 2018.


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About Dentsu Aegis Network

Part of the Dentsu Group, Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 47,000 dedicated specialists.