PEOPLE
01
It’s Okay to Make
Skills are gained through doing—that’s why it’s important to be present and to be part of the action.
Dentsu Runway is run by multitasking professionals, each working across multiple sectors. Although I work mainly in management, I am often involved in operations as an on-site supervisor, and I advance numerous projects as a team leader.
I choose to remain involved in projects in a hands-on manner because I believe that real advertising skills are only developed through doing on the job site.
I get to accumulate knowledge through various experiences. The appeal of Dentsu Runway is that we do not get caught up in outdated workstyles of traditional advertising agencies. We approach day-to-day work with the stance that every job is a challenge. The joy of working on various projects with many companies also suits my disposition.
The “habit of thinking” is built through multitasking.
Each of my colleagues is an advertising expert. For instance, when they prepare a pitch, they are motivated to tirelessly consider every angle to increase their chance of winning the account, even if only by 1%. I am always thoroughly impressed by their efforts, which is why I review all proposal documents shared within the company. I keep the proposal’s story, data-use model, negotiation tactics, and so on filed away in the back of my mind.
The most important thing is to think, to thoroughly consider what is necessary and important to clients. We demonstrate our thinking by analyzing data and utilizing the tools available to us to prove our hypotheses. Unlike typical advertising agencies, where work is divided among specialists, through our multitasking work, we have built the habit of considering clients’ problems not only from the perspective of the advertising sector but also based on the analysis of the whole company. Only through constant reflection can we find the most optimal solutions.
Taking care of every detail, from handling accounts to creative work.
One of my most memorable projects was a movie premiere. We invited the cast from abroad, held a red carpet event, had mobile billboards driving around town, and took care of everything from media to events and promotions. The movie was a huge success, and we were delighted and excited to have contributed to the client’s business.
I was particularly happy that our young staff, who primarily work on ordinary media proposals, got to do the glamorous work typical of an advertising agency. They all said how much fun it was, thereby sparking interest among the young staff from other teams to work on similar projects. I loved hearing how motivated they were.
Another project I remember vividly is a television commercial that I planned and produced myself. Typically, account executives in traditional agencies do not independently develop creative ideas. However, after hearing about the client’s request, I was confident that I can take it on. I drew up a plan and made the commercial with a director from a production company. It was my first time producing a commercial as both an account executive and a creative, so that was very exciting.
When the project calls for it, we will get involved in the creative side. That’s what makes Dentsu Runway unique.
Looking toward the future of the advertising industry: Are there new outlooks on the horizon?
We are currently receiving requests from many clients, and the work is very rewarding. However, a challenge for the future is the progression of the advertising industry’s digital transformation (DX), or the restructuring of business through the use of digital technology. As many types of advertising become increasingly automated, existing advertising agencies must find new ways to do business.
Therefore, Dentsu Runway started the Uriageganba advertising service. This service provides comprehensive support to clients inquiring about television commercials and other mass advertising efforts for the first time. I am involved in the project as a development leader. This is an attempt to promote sales DX and find new ways to approach clients. This project demonstrates the entrepreneurial spirit that Dentsu Runway is known for: It’s okay to make mistakes, so let us try something new.
Here at Dentsu Runway, we are called on to take an enthusiastic approach in everything we do as well as take on challenges in new fields. I want to become a consultant who can advise clients on all aspects of advertising.
In terms of management, I want to put more energy into human resources development. I aim to boost company-wide skills in the media sector and train multiple people to become excellent project leaders.