Dentsu Italy announced that its creative agencies, encompassing The Big Now/mcgarrybowen, Isobar, MKTG, The Story Lab in Italy, is officially a Benefit Corporation (in Italian, “società benefit”). This marks the first creative entity part of a global network to uphold a legal standard of operating as a purpose-driven business.
Italy was the first European country to introduce a legal framework that defines a ‘Benefit Corporation’ as a legal entity with detailed requirements. The Italian law introduced in 2016 stipulates that Benefit Corporations must pursue the creation of larger societal benefits in a responsible, sustainable and transparent manner. Moving forward, dentsu Italy’s creative services will not only uphold the highest standards required by Benefit Corporation but also publicly report its performance and progress in creating long-term societal good on an annual basis.
“At dentsu, we have always understood the intersectionality of our business and societal issues and we do not take this privilege and responsibility lightly. I applaud our creative team in Italy for taking the lead on anchoring their entire operations around social impact and fully harnessing the power of their creativity to deliver common good and prioritize the long-term societal benefits over short-term outcome. I hope more agencies will join us in this movement,” said dentsu EMEA CEO Giulio Malegori.
To uphold Benefit Corporation’s standards, Dentsu Italy’s Creative brands will anchor their operations based on the principle of contributing to an open, inclusive and fair society. In its first year of operating under the new legal entity, dentsu Italy’s creative services will conduct thorough training for its employees, partners and clients around diversity, equity and inclusion to create shared values and accelerate their collective contribution to society. In addition, dentsu Italy launched The Code, a flagship school and early career program ups, in Italy and help upskill students across the country with free training and workshops on the latest digital skills earlier in 2022. A particular focus on schools with fewer extracurricular opportunities during the selection process was conducted to ensure the program is inclusive to students from rural parts of Italy and with different socioeconomic backgrounds.
“Ideas can shape the world we live in. The creative community at dentsu Italy has the collective desire to use our expertise to make a positive impact on the communities we operate in. Becoming a Benefit Corporation gives us the legal framework to drive growth from good for our clients and to use the power of storytelling to make our society inclusive to all. I am proud and honored to lead our team into the next phase of our creative journey,” said Emanuele Nenna, CEO, Creative and Executive Board member of dentsu Italy.