Dentsu operates as a Big Six advertising holding company with documented fossil-fuel client work—18 contracts in 2024–2025—undercutting its otherwise-ambitious net-zero science-based targets. Operationally, emissions rebound post-2022 despite SBTi validation. The firm excludes advertised emissions (32× its footprint) from climate goals, a structural blind spot.
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SINK = (0.3 × Base + 0.7 × Performance) × ScaleStrongest on Carbon Footprint — Operations and Targets & Commitments (7/10, 7/10). Weakest on Controversies & Red Flags and Water Impact (4/10, 4/10).
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Among the 4 major advertising / marketing services brands we've scored, Dentsu Group Inc. sits 1st of 4.
Score history begins 1 May 2026.
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Dentsu Group Inc. is a Japan-based multinational advertising and marketing services holding company founded in 1901, headquartered in Tokyo. It operates through Dentsu Inc. (Japan) and Dentsu Aegis Network (international operations), serving major global brands across media planning, creative, and digital services. One of the Big Six advertising oligopolies.
Big Six advertising peer; similar fossil-fuel client exposure and advertised emissions blindspot.
View breakdown →Big Six advertising rival; comparable scale and structural complicity in greenwashing for high-carbon clients.
View breakdown →Big Six advertising holding company; parallel net-zero commitments that exclude advertised emissions scope.
View breakdown →Documented Dentsu client; exemplifies advertised emissions problem — firm profits from Shell greenwashing while excluding these emissions from climate targets.
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