Dentsu Italia: Scope 1, 2, and 3 emissions calculation with a decarbonization strategy, and participation in the PlaNet Green Cup
The challenge
Dentsu Italia is a marketing agency that delivers premium solutions and services, supporting companies through every stage of their customer journey.
The company is part of a global group made up of numerous agencies around the world. Within that network, sustainability is already a strategic pillar, thanks to the Sustainability Strategy 2030, a plan designed to generate innovative ideas for the environmental and social challenges ahead.
To align with that vision, Dentsu Italia turned to Up2You, starting with the calculation of its Scope 1 and 2 emissions and the definition of a decarbonization strategy. Since 2025, that commitment has extended to Scope 3 emissions, followed by an update to the decarbonization strategy.
For two consecutive years, Dentsu Italia has also taken part in the PlaNet Green Cup, the company-versus-company challenge run on PlaNet, Up2You’s platform for employee training and awareness-building on sustainability.
Would you like to start a journey like Dentsu Italia’s?
Needs and objectives
Aligning with the global strategy
The company belongs to a global group that has set development targets for the years ahead. To meet them, Dentsu Italia needed a partner that stayed current on sustainability.
Meeting client expectations
Interest in sustainability keeps growing, and Dentsu Italia wanted to answer that interest while also meeting what its clients were asking for.
Building sustainability expertise
When Dentsu Italia started its sustainability journey, it had a dedicated sustainability role only at the global level, which surfaced the need for a partner to work with locally.
Initial challenges
No technical specialist in house
With no internal role dedicated to sustainability, it proved hard to track down the information inside such a complex organization.
Data collection
In a company this large, it was not always easy to engage the internal contacts, who were often not yet fully familiar with these topics and were asked to gather information that had never been organized but was needed to calculate Scope 1, 2, and 3 emissions.
Why Dentsu Italia chose Up2You
- A straightforward approach that makes often-complex topics easier to handle, without compromising the quality of the end result.
- An intuitive platform that gives a clear read on the company’s environmental performance.
Easy communication with the Up2You team, always well prepared and ready to answer any question.
Testimonial
“Dentsu Italia and the Group’s media lines. With its transformation into a Società Benefit, the company set significant goals in environmental sustainability as well.
Our work with Up2You started precisely to support progress in analyzing and monitoring our activities, so that we could build an increasingly precise and effective strategy, thanks to the expertise of their people and to Up2You’s simple, intuitive tools."
Ilaria Affer
Social Impact Director
The project
The collaboration with Dentsu Italia began in early 2024 with an introductory workshop that aligned the company on the work to be done with Up2You over the following months.
After an initial phase of configuring the CliMax platform and a period of internal training on how to enter the data, work began on collecting Scope 1 and 2 emissions data. The first year of the partnership closed with an analysis of the results and the definition of the corresponding decarbonization strategy.
In 2025, Dentsu Italia continued working with Up2You, extending the analysis to Scope 3 emissions as well. Once the data owners for the information required were brought in, the platform was reconfigured to capture the qualitative and quantitative data behind Scope 3 emissions. After analyzing the data collected, the team then updated the decarbonization strategy from the previous year.
In both years, Dentsu Italia chose to take part in the PlaNet Green Cup, the gamification program Up2You created to actively engage employees on sustainability. The experience was dynamic and participatory, supporting internal training and spreading a more informed culture.
Working with Up2You gave Dentsu Italia a more complete view of its performance on sustainability, particularly on Scope 3 emissions. Taking part in the PlaNet Green Cup also helped strengthen how sustainability is perceived inside the company. With the data now in hand, Dentsu Italia is better equipped to meet the challenges ahead and stay aligned with the global targets it has set for itself.
