Series #24
“How to create and deliver value in the advertising/media industry undergoing major transformation?”

VIDEO: OPENING TALK (Part 1)


The first video entitled “Opening Talk” is about 50 minutes.
After my welcome and Chairman Aki Kubo’s opening remarks, I explained how David Ogilvy, guru of the industry, created the concept of “Brand” as we know today. Then the participants were asked to pick one favorite brand and one brand that they do not like individually. Sharing of favorite/disliked brands with neighbors brought very high energy level as participants jumped into the lively discussion among themselves (8 minutes in total up to here.)
“Official” presentation of Ogilvy & Mather was given by Todd Krugman, President of O & M Japan for about 20 minutes. He shared the concept of Twin Peaks—creative & tangible results- O & M’s basic vision. It was followed by several examples of O & M’s creative work.
Naoko Ito introduced the key concept of the session, “Big Ideal” with examples of Milo, Luis Vuitton and Shangri-La hotel. The concept of Big Ideal is interesting in that we identify “cultural tension” and “Brand’s best self” to develop the Big Ideal statement of “Brand xxx believes the world would be better place, if …..”
Then I explained the assignment for breakout sessions—1) apply Big Ideal to the favorite brand participants selected 2) apply Big Ideal to oneself and 3) promote Big Ideal of O & M in Japan where ad/media industry is quite different from the rest of the world.

VIDEO: PRESENTATION (Part 2)


The second video entitled “Presentation” is about 30 minutes, showing the brief presentation by the groups about their discussion. The groups applying the concept of Big Ideal to their favorite brand used Shinkansen (bullet train), Sony, Studio Ghibli, TED and Chanel.
Shinkansen group’s big ideal was “The world would be better place if Shinkansen, Japanese icon, known for safe, fast, comfortable transportation means taking passengers to unforgettable journey, becomes available everywhere in the world.”
Sony group’s ideal was “The world would be better place if we can all enjoy ourselves with new experiences Sony, Japanese icon, stands for.”
Ghibli’s group’s ideal was “World would be better place if we become sensitive and appreciate SPACE or “MA” Ghibli realizes by leaving things unsaid, generating space for imagination. It is more so as today’s world makes us rushed and too outspoken.”
TED group’s ideal was “The World now faced with many issues such as war and epidemics would be better place if we could build community with inspiring people to share ideas which TED offers.”
Chanel group’s Big Ideal is that “World-or rather Japan?- would be better place if women can have confidence and at the same time keep femininity, as Chanel symbolizes both classic and modern.”
We had one application of BI to self-branding. The person selected was Y. Kono who just had a birthday. His nickname is Natto-fermented soybeans, as his last name has the same character as Natto. Y. Kono, Natto man, would serve as ambassador of Natto which is nutritious, versatile as cooking ingredient and inexpensive, though it is often perceived to be “weird and tastes bad.”
As for the promotion of BI of Ogilvy Mather, two groups took on the challenge. The first group focused on “inner greatness” of BI, and proposed the application to NGO, Ogilvy Award of Inner Greatness and focus on digital media, so that it can differentiate itself from other traditional agencies focusing more on conventional media.
The other group focused on employees of O & M as the key stakeholder and proposed actions to ensure that employees have full understanding of the BI and can demonstrate it with their own behaviors to the client.
At the end, I wrapped up the session by encouraging participants to apply BI to their self.

VIDEO: BEFORE SESSION

First is brief interview with Aki Kubo, chairman of Ogilvy & Mather Japan Group in English. He discussed the uniqueness of ad industry in Japan and the issues O & M, known for creativity and not media buying, faces.
Second is brief interview both in Japanese and English with Takashi, one of the participants. He came all the way from Nagoya to attend this session.

VIDEO: AFTER SESSION

I interviewed Chie, one of the participants both in Japanese and in English right after the session. She shared her impression of the session and of the breakout discussion.

Session #24 Davos Experience in Tokyo series
“How to create and deliver value in the advertising/media industry undergoing major transformation?”

Session #24 will be held at office of Ogilvy & Mather. Do you know what Ogilvy & Mather does and is known for?

David Ogilvy was one of the first great thinkers on developing brands. The concept of “BRAND” was created by his business style. Today, “Brand Strategy” is an essential element of “marketing strategy.”
He was also a “reformer” of the advertising business. Advertising in the United States adopted a “hard-sell” approach where advertisers relentlessly communicated their selling points to consumers. However, David Ogilvy focused on the tone, manner, color, copy and, more than anything, on ideas. When advertising embraced the “soft-sell” approach, focusing on creativity, advertising took one important step forward. That is why Davis Ogilvy is often called as the “Father of Advertising.”

Now “advertising industry” has been undergoing major transformations. Decisions on media mix such as TV, radio, print etc. to convey the message of the client organizations to the target customer groups used to be the major task for advertising agencies. Now web advertising has emerged as effective media and social media has democratized the communication channels, enabling customers to have voice. Thus traditional approach of targeting the customer groups with one-way communication via established media has lost its value.

There has been a big difference between the advertising industry in Japan and the rest of the world. In Japan, major agencies make money from media buying and the industry has become quite concentrated.
On the other hand, in the rest of the world, agencies have been involved with advertising and marketing strategy development in collaboration with client organizations. In other words, the impact of their media and marketing strategies was the value they created.

As many more companies have joined global competition, expectations of client organizations and of final consumers from advertising agencies have seen changes.
Ogilvy & Mather  is well established throughout the world. Ogilvy & Mather Japan  does NOT buy media (unlike other agencies in Japan), and their core skills and strengths are “creative” power.

Join us at office of Ogilvy & Mather, to foster our creative mind!

第24回「ダボスの経験を東京で」シリーズ
大きく変身する広告・メディア業界で、クリエイティブな価値を提供するには?

第24回はオグルヴィ・アンド・メイザー社のオフィスで開催します。皆さんはオグルヴィをご存知ですか?

現在、日本でも広く使われ、マーケティング戦略には欠かせない「ブランド」という言葉。この言葉を、今日のような意味で最初に使ったのは、オグルヴィの創始者、デイヴィッド・オグルヴィでした。彼は、広告のスタイルそのものの変革者でもありました。それまでのアメリカの広告では「ハード・セル」、つまり、商品のセリング・ポイントをひたすら消費者にアピールするという方法が主流でした。それに対してオグルヴィは広告の雰囲気や色、コピー、ユーモア、エモーション、そして何よりもアイデアにこだわりました。クリエイティビティを重視したその「ソフト・セル」の方法論によって、広告は一歩前進することになりました。それが「近代広告の父」と呼ばれた由縁です。

「広告業界」は今、大きな変化に襲われています。これまではテレビ、ラジオ、プリントなどのメディアを中心として、クライアント(企業)が狙う消費者に、いかにメッセージを伝えるか、が広告代理店の大きな役割でした。しかしウェブ広告という新しいメディアが登場しただけでなく、ソーシャル・メディアという「民主的」な手段が普及してきたことによって、「クライアントである企業から、既存の媒体を使って、市場にメッセージを」という限られたメディアを通じた一方通行のコミュニケーションは崩壊しています。

また、これまで日本における広告代理店の主な役割(そして収益源)は、テレビ、ラジオ、プリントなどメディア購買が中心で、圧倒的な力を持つ企業の寡占化が進んでいました。一方、世界ではメディアを買うのではなく、メディア戦略、さらにはマーケティング戦略の立案からクライアントと協働して、具体的なインパクトを出すことが広告代理店の役割でした。

グローバル化が進み、企業がグローバル競争を積極的に展開するようになると、広告代理店に期待することもかなり変わってきています。

「ダボスの経験を東京で」第24回では、メディア購買を行なわず、クリエイティビティを重視した「ソフト・セル」手法により世界で確固たる地位を持つオグルヴィ・アンド・メイザー社と一緒に、クリエイティブなひと時を楽しみませんか?

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8 Comments

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  8. Hi, I’m a participant from Nagoya.
    I was interviewed by professor Ishikura before the session but it seems like my name is wrong in the sentence above…
    I’m not takashi but ken… Haha
    I’d really appreciate it if you corrected the misstatement.

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