MEDIA LANDSCAPE 2020 EMBRACE THE …...to know when embracing digital disruption. 1. Platforms Rather than thinking of media in terms of broadcasters and publishers, we should think

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MEDIA LANDSCAPE 2020EMBRACE THE DISRUPTION: DECODING THE MEDIA CONVERGENCEDentsu media's 14th DREAM Meetingin Kyoto 2015


Contents Summary

1. Embrace the Disruption: Creativity, Exchange, InspirationMr. David GauntlettProfessor of Creativity and Design at Westminster School of Media, Arts and Design, and Co-Director of Research, University of Westminster, UK.

2. Brand Communication in the Age of DataMr. Koichi YamamotoExecutive Planning Director, Marketing Solutions Division, Dentsu Inc.

3. What does Innovation Mean To Us?Mr. Kei ShimadaGlobal Director, Innovation & Business Development, CDC, Dentsu Inc.

4. Transforming the News: Pushing the Boundaries of Global News Content

Mr. Mark RogersVice President, Multimedia Sales and Integrated Marketing, The Wall Street Journal Asia-Pacific

5. Lessons from London 2012 - The Evolution of OOH in Tokyo to a Digital Centric Media Platform Mr. Kojiro Masuko and Mr. Benjamin MilneMr. Kojiro Masuko, Director, Media Convergence Management Office, Dentsu Inc. and Mr. Benjamin Milne, Head of Innovation, Posterscope UK

6. Global Digital Agencies Today and the Changes They Face TomorrowMr. Hidetoshi TokumaruPresident and CEO, Dentsu Isobar Inc.

7. Examine the Past, Discover the FutureMr. Daiko MatsuyamaDeputy Head Priest, Taizoin Temple

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Summary

What is the convergence of media? For some, it is the divide between digital and traditional media. However, for the nearly 90 attendees at Dentsu’s 14th DREAM Meeting in Kyoto at the end of 2015, called “Embrace the Disruption: Decoding the Media Convergence” they believe that consumers of media hardly see any divide – and, frankly, they probably do not care. For consumers, their primary concern is the experience that communication brings.

The challenge for advertisers will be to bring digital and traditional media together in one seamless experience. Through the smart blend of insights from data and observation, through creativity and intuition, and by bringing together the perfect combination of media assets, advertisers can provide a perfect – or near perfect – daily event for consumers.

This challenge is perfectly aligned to Dentsu’s mission to create innovation though ideas, technology and, above all, entrepreneurship – in order to surpass the expected.

This paper captures the highlights of Dentsu’s 14th Dream Meeting, which bought together some of the most forward-thinking digital, media and content minds, to discuss how media is developing, and what consumers want and need by the year 2020.

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Embrace the Disruption: Creativity, Exchange, Inspiration

Proceedings of DREAM Meeting #14November 14-15, 2016Kyoto, Japan


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David Gauntlett

Embrace the Disruption: Creativity, Exchange, InspirationMr. David Gauntlett, Professor of Creativity and Design at Westminster School of Media, Arts and Design, and Co-Director of Research, University of Westminster, UK.

Our expectations about media experience continue to be transformed by new technologies and tools. Now that making and sharing media is commonplace, and can be done with a device we carry in our pockets, we expect different levels of engagement, participation and inspiration from all kinds of media.

The world is in a constant state of development – technology is changing our daily experience and how we engage with the media. Yet people do not essentially change – their motivations remain the same – they look for interesting experiences, be they new or familiar. There is a risk that the world of digital media could, effectively, block some of its audience by racing too far ahead.Marketers often make the mistake of starting by thinking about the products, brands and services that they want to sell. That’s understandable, but it is of little value in a world where people don’t care about your products and brands, and are increasingly taking a personalized, do‐it‐yourself approach to media entertainment and communications. So you have to take as your starting point what people actually want to do, and then see if you can get inside that experience.Professor Gauntlett believes there are ten important factors that marketers and advertisers need to know when embracing digital disruption.

1. Platforms Rather than thinking of media in terms of broadcasters and publishers, we should think of them as platforms which enable people to do things they want to do. The most common platforms we use these days are social media; where people share and have conversations. Yet there are many other platforms we can look at – such as libraries and museums. Museums these days are not just places to see things, but places to do things. Visitors now take part in activities and inventions. This is a totally different way of viewing traditional platforms as new channels.Professor Gauntlett cited the example of the digital game, Minecraft which, he believes, is like digital LEGO. Gamers essentially create and break blocks. At first, most people built structures but, as the game grew, players work together to create wonderful, imaginative activities such as going adventuring with friends or watching the sun rise over an ocean. Minecraft is a platform for creativity.

2. Making is connectingWhen you make something, you connect materials and ideas to make something new. When you connect with people, you feel more engaged with the world, and this is what people want to do. It’s a key drive of human behavior – as people build relationships and happiness through creativity and self-expression and being part of a community. The creativity could be as advanced as robotics and AI, or something more ‘old school’ like knitting or the arts and craft movement of the last Century. The key is that our media execution should be about something people already want to do and helping people take control of their own lives.

3. Conversations, inspirations, and making things happen One area that media can help is to support people in making meaningful connections through experiences or platforms - people having conversations, inspiring each other, and feeling enabled to make things happen for themselves and the community. This is very different from the world of TV or print magazines – digital technology enables the conversations, inspirations and making things happen. However, digital can lead to just copying. Kevin Kelly, founding editor ‘Wired’ magazine said that “the things that are valuable are the things that cannot be copied.”


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4. Embrace ‘because we want to’Advertisers can think about aligning with the activities that people actually want to do. People like creating, expressing themselves and connecting with others. Professor Gauntlett believes that companies and brands should connect these already‐existing desires. A good example of this is the ‘Global Cardboard Challenge’. Inspired by the short film, ‘Caine’s Arcade’ about a nine-year boy called Caine, who created his own arcade in his backyard, this led to the creation of the Idea Foundation which created the Global Cardboard Challenge which celebrates child creativity. Each year, children are invited to build anything they can dream up using cardboard, recycled materials and imagination – a great community and marketing idea that taps into something that children already want to do.

5. Support storytelling, exchange, and recognitionMarketers already know that people connect with stories: stories are memorable and give us a path to understanding. People like to share stories and share something of themselves. This has become the core of many TED talks. Professor Gauntlett shared an important finding from his research that people want to be recognized for what they have done. This is self-evident throughout the world of social media and this need for recognition is an important emotion for marketers.

6. No limits on participation Sometimes websites, games and online experiences are designed to lead people through a ready-made story with rules to follow. Yet, according to Professor Gauntlett, this is not what people really want. They enjoy unlimited participation and the chance to experiment and even break the system. Several companies embraced the ready-made experience a few years ago, but they have had to pull away from this. Again, this is why the game of Minecraft has been so successful, as it lets the gamers lead the experience.

7. Linking online to offlineMarketers understand the online experience well and also know that, even with all the technology available, consumers still like physical, real‐world objects and activities. The challenge is for advertisers is to create experiences that connect the two in a meaningful way – consumers are doing this daily by Tweeting about their real-life experiences.

8. Small steps In terms of creativity, marketers should try to let its audience just take small steps. Their invitation into a creative or expressive experience has to be easy and ‘do‐able’. Giving people the chance to take small steps into a world of creativity or self-expression is really valuable.

9. Accept and embrace that you have no control The content that people make and share on social media is incredibly diverse and variable … and a bit crazy, according to Professor Gauntlett. He believes if marketers accept this from the beginning they can make their own life easier and create something more innovative.

10. A new modelFinally, Professor Gauntlett shared his own version of the how to engage consumers with their products and services. He references the standard AISAS model – Attention – Interest - Search - Action –Share, and the SIPS model: Sympathize – Identify – Participate – Spread.But these are still generally about products and purchases. Instead, Professor Gauntlett proposes a new model, called CIERI.The CIERI model is centered on people rather than products.

Curiosity

IdentificationExpressionRecognition Inspiration

people are already interested in lots of things and we need to capture their attentionwhere someone connects by thinking “Oh, I really like that.”where the person responds and shares something about themself –“This is me.”Where they get a response from others – “Pleased and proud that someone sees me.”Moving up a level, and supporting others – “That’s great – and I can do great things too!”

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This model represents a circle of activities in which people are engaged in everyday life. For marketers, the challenge is about how to put your product or brand into this circle of activities. If this can be done in a natural, non-interruptive) way, then consumers will accept the product or service as it becomes part of their lives. You just need to step into their world.

ExpressionRecognition

Inspiration Identification

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Professor David Gauntlett’s CIERI model

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Brand Communication in a Connected World


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Brand Communication in a Connected WorldMr. Koichi Yamamoto, Executive Planning Director, Marketing Solutions Division, Dentsu Inc.

This truly is the age of data – we are surrounded by data. We sit at our desk and crunch data all day. Even when we travel, we would be lost without our smart phones. In effect, data is the ‘new air’ for humans, says Mr. Yamamoto. IDC estimates that 4.4 Zettabytes worth of data were generated in 2013. And this is set to rise to 44 Zettabytes by 2020.

Chess and the Age of Digital Mr. Yamamoto uses the legend of the invention of chess to describe the state of data. The myth goes something like this: An emperor loved games and asked his subjects to invent a new one. After many years, a mathematician showed him the game of chess. The emperor was so impressed that he offered him any reward he wanted. Surprisingly, the inventor asked for just one grain of rice for the first square of the chessboard, two grains for the next square, four for the next, eight for the next, and so on for all 64 squares, with each square having double the number of grains as the square before. The emperor agreed, amazed that the man had asked for such a small reward - or so he thought. After a week, his treasurer came back and informed him that there are not enough grains in the whole world to meet the request.This apocryphal tale is similar to that of the tale of data. It is said that 90 per cent of all the data created in human history was created in just the last three years.What fuels this growth? PCs, smart devices and sensors everywhere. Pundits of the ‘Internet of Things’ believe there are more than 50 billion devices connected to the Internet already – all generating massive amounts of data.

Koichi Yamamoto

The dramatic rise in data collection is having a seismic impact on marketers and their relationship with consumers. Content marketing is entering a new era and agencies need to adapt to this changing environment.

The amount of data generated is phenomenal

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Power shiftWhat does this growth in data mean to marketing people? In effect, it signals a shift of power between marketers and consumer says Mr. Yamamoto,In the past, the marketer had more information than the consumer. It was a world of push rather than pull. Now, with information readily available almost everywhere, the power is in the hands of the consumer.What can marketers do in this new, connected world? For brand communicators, says Mr. Yamamoto, it is all now about content marketing and most advertisers are grasping the opportunity. Coke’s ‘2020 content creation’ video, first shown at the Cannes Media Festival in 2012, was a good example of leadership.

Three eras of content marketing Mr. Yamamoto describes three eras of Content Marketing. In the 1.0 era, marketers were focused on producing content without many ways of distribution. In the 2.0 era, sharing became vital, and it was all about creating viral content and ‘buzz’ where the brand was treated as a product.We are now reaching the age of Content Marketing 3.0, when it is no longer good enough to put a brand name to any type of content; the content has to be centered on the brand itself. Mr. Yamamoto showed the recent Volvo Truck TVC featuring actor Jean-Claude Van Damme and his epic split, plus the Share a Coke and Coke’s world cup campaigns, as world-class examples of this trend.However, creating content around a brand is easier said than done. Marketers need to dig deep within the brand to find its core values to find inspiration for truly engaging content.And this brings us back to data - which can provide us with unexpected sources of content.

Inspiring creativityMr. Yamamoto showed the audience how, from a single piece of paper of data with the output from a car accelerator and engine, Dentsu and Honda created ‘The Sounds of Honda’ TVC for Internavi. This ground-breaking TVC re-enacted the world’s fastest lap set by the late Ayrton Senna in qualifying for the 1989 Formula 1 Japanese Grand Prix. Honda’s on-board telemetry system, which collects data from the car’s accelerator and engine, allowed Dentsu to recreate the lap with the innovative use of sound and light on the 5,807 meter long Suzuka Circuit. Taking data from something like a simple print-out and visualizing it in an exciting and innovative manner is the next frontier. We only need to look at artificial intelligence (AI) to see the future, says Mr. Yamamoto. Famous examples of taking AI to the consumer include IBM’s Watson; AI-generated TED Talks; SethBling, Petiteco’s talking car; Softbank’s human interface robot, Pepper; and of huge interest in Japan, the ‘Matsuko-Roid’.

Dentsu and Honda were able to re-enact the sounds of the world’s fastest lap set by the late Ayrton Senna with data collected, as showcased in the ground-breaking ‘The Sounds of Honda’ TVC.


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The new content ecosystemAll these trends are leading to a convergence in product and communication design. We are seeing more communication-based experiences for consumers. Mr. Yamamoto believes that data is the new source of creativity not only for content design, but for actual products. This is leading to the development of a new eco system for content marketing – with advertising agencies, data scientists, content holders and media all working together towards one goal. Critically, concludes Mr. Yamamoto, advertising agencies need to be the interface for these diverse communities.

The Convergence of Product and Communication Design

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What Innovation Means to Us




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What Innovation Means to UsMr. Kei Shimada, Global Director, Innovation and Business Development, CDC, Dentsu Inc.

Mr. Shimada introduced the four ‘I’s of Dentsu - Imagination, Invention, Innovation and Infrastructure. What really matters to Dentsu is having a business model and team which can imagine a concept, which they can turn into an invention, which then becomes innovation. Unless you have a business model that knows how to deliver innovation, the first two will never be enough.But, coming up with numerous innovations is still not enough – months of development and coding for a project can eventually end up in the trash bin, when campaigns have finished. Mr. Shimada wants to develop an infrastructure so Dentsu’s innovations can constantly create revenue.

Kei Shimada

Agencies need to constantly innovate so they can create value for clients as they address every changing business challenges.

World-class innovation Dentsu’s CDC team is focused on creating world-class, real-world innovation. The team is largely comprised of marketers who have worked for several years in content creation prior to arriving at Dentsu. Their experience comes together to deliver award winning ideas and executions.The CDC is working on several new applications which are helping – or will help - clients maximize their business. For example, CDC has created a visualization platform which shows how people are communicating real time via social media - what they are doing, at which time and, importantly, where they are based geographically. This means advertisers can hone in on the best places and times best to reach their consumers.Dentsu recently helped the city of Kyoto to identify target visitors. Until recently, there was a perception that the majority of visitors to its many temples and shrines came from Tokyo. However, with the use of the visualization platform, it became apparent that most come from Hokkaido, the north island of Japan. This data showed the client exactly where they should be placing their outdoor advertising. The same solution is currently helping clients in Brazil.

Dentsu’s 4 ‘I’s

ImaginationTalent, Mindset

InventionFunding, Time

InfrastructureGroup-wide Collaboration

InnovationBusiness Model, Team

The 4 “i’s”


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Internet of Things SolutionsCDC’s neurowear team in Tokyo designs prototypes of new products and services based on biological signals such as brain waves and heartbeats. Its prototypes have gained tremendous exposure all over the globe and some of them, such as Necomimi, have now become successful commercial products launched by partner companies. Necomimi is a cat-ear shaped machine which utilizes brainwaves and expresses your emotional state before you start talking. Users put on Necomimi and, if concentrating on, say work or a website, the cat’s ear shaped machine will rise. When relaxed, the ears lie flat. If concentrating and relaxing at the same time, the cat ears rise and wave.

and allows them to encounter new music just by wearing the device. The mico system is made up of two parts - the mico headphone and the mico app for iPhone. The mico headphone detects brainwaves through the sensor on your forehead. The mico app then automatically analyzes the user's brain patterns and searches for music that best matches the mood. CDC also worked with Isobar’s client in Australia, Uniqlo, to launch UMood – a machine that finds customers the perfect T-shirt by ‘reading their mind’.

The creator’s initial sketch of what will becomethe bionic cat-ear machine, Necomimi

Another innovation is Mononome, the world’s first EYEoT (Eye of Things) system that adds E(ntertainment) and E(motion) to IoT. The eye-shaped sensor is attached to furniture and home electronics and measures their activity. When the items are moved, the eye expressions change and record the activities. This helps manufacturers understand how to design anything from utensils to furniture to actual room layouts.The mico - short for "music inspiration from your sub consciousness”- frees the user from selecting songs and artists,

Breaking new groundThese innovations are truly breaking new ground for agencies. Mr. Shimada challenged the audience to not just ‘think outside the box’ but to ‘think outside of the warehouses where the boxes are made.”He believes that, with imagination, Dentsu can become a leading-edge agency.

Uniqlo’s UMood


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Transforming the News: Pushing the Boundaries of Global News Content



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Transforming the News: Pushing the Boundariesof Global News ContentMr. Mark Rogers, Vice President, Multimedia Sales and Integrated MarketingThe Wall Street Journal Asia-Pacific

Mr. Rogers believes there are three macro trends that will influence and shape not just the future of The Wall Street Journal, or of the news media, but all of our futures.By 2020 we should see full global adoption of new technologies. The Digitization of our lives will be the most natural thing in the world. We are only just beginning to grasp the impact this will have on our lives and businesses. We are recording and broadcasting our lives in ways even Andy Warhol never imagined. It’s not enough to be there, experiencing - it’s necessary to record it. Our smartphones will be our wallet, our camera, our boarding ticket, our fitness tracker, our flashlight and our map. Soon we will find all we need when going to a store, the airport, the train station is our phone. It will become our external brain.The next major trend that will transform our business is the need for Transparency, says Mr. Rogers. Customers will know, or will want to know, what companies are doing and how well they are doing. From pricing to sourcing parts and ingredients, consumers now expect to understand who you are and what your brand stands for. Radical customer centricity will be essential. The voice of the customer has never had more velocity – whether for good or bad service. Mr. Rogers cited an interesting example of a Morton’s Steakhouse customer in the US who while returning from a business trip, jokingly Tweeted that he would like to receive a steak on arrival in Newark Airport. Morton’s Steakhouse not only saw it, but responded by having a local outlet cook and deliver a steak to Newark Airport in time for his arrival. This story has been told and keeps being retold – it’s public relations and promotions on an enormous scale.

Mark Rogers

There is an exciting transformation taking place within the news media today. The Wall Street Journal is embracing multi-platform channels, and engaging with both its traditional and millennial audiences to offer the experience they expect from a global news and business information brand.

Third and last is the concept of selling without selling or ‘Selling as Service’.No one likes to be sold to, says Mr. Rogers. But we all love service and convenience. So if we re-image selling as a service, then we are halfway there.You can now order a Domino’s pizza by using a pizza emoji. It’s fun, it’s easy, it’s on brand. Your Starbucks app could make your morning easier and faster. It offers convenience for the customer (and the employee) but it also ensures repeat sales and loyalty.

Taking customer service one step further, Morton’s Steakhouse enjoyed success in public relations with this great example

Source: Twitter.com


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News organizations’ tailored servicesMr. Rogers turned the discussion towards news organizations and news readers. When we think about a news organization and what it offers, we may want to think about what it actually does for readers. Instead of spending hours on the internet looking for information of interest to you, a news organization specialist has been hired to cull information and provide us with a report that is tailored to our interests, our community. News organizations also have a painstaking process, called fact checking, in which they verify the information before we pass along to you, Mr. Rogers said jokingly. News organizations print or digitize this information in full color and deliver it directly to our door or computer (or phone). And they redesign it and bring us an entirely new one tomorrow. From a marketer’s point of view – news organizations epitomize the three macro trends – digitization, transparency and selling as a service.

Growing impactWe are now in an era where newspapers and the news media are growing in impact and influence. Nearly 3 billion people read newspapers in print globally, which is equal to the number of people using the internet in 2015. Mr. Rogers says this is why he is confident that The Wall Street Journal will not only survive but thrive. The Wall Street Journal has been working for the last 12 months on a number of new initiatives and plans which they are now rolling out into the market – including a new global broadsheet, the WSJ Pro and WSJ City apps, among many others.It is Mr. Rogers’ hope and expectation that WSJ’s most exciting 12 months will always be the next 12 months. Like advertisers, WSJ is focused on anticipating subscribers’ needs. From data mining to innovation, it wants to deliver a better experience every day. But most importantly, it takes seriously the trust its readers put in it – to provide information which can be proven and credible.


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Lessons from London 2012 -The Evolution of OOH in Tokyo to aDigital Centric Media Platform



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Lessons from London 2012 -The Evolution of OOH in Tokyo to aDigital Centric Media Platform Mr. Kojiro Masuko, Director, Media Convergence Management Office, Dentsu Inc. andMr. Benjamin Milne, Head of Innovation, Posterscope UK

Kojiro Masuko

Out of home media (OOH) is evolving rapidly with the rise of content data. From sensor-powered posters to real-time digital installations, Dentsu and Posterscope are leading with cutting-edge solutions, in readiness for the Tokyo 2020.

Benjamin Milne

Partnership with government The key to the success of the OOH Olympics story is that London itself recognized that it needed upgrading. The Government made huge investments in urban regeneration. The OOH industry was quick to recognize this as an opportunity to make itself integral to this regeneration, rather than be an after-thought.So the industry worked alongside the Government and local authorities to ensure that it was part of the discussions on how the city would redevelop key elements of its infrastructure, including the rail and road networks. This resulted in some innovative and exciting implementations. For example, Dow Chemical hosted a major installation to greet visitors at Heathrow Airport, while EDF and Visa created large-scale brand immersions at London rail stations. BP and LEGO created digital OOH which offered near real-time congratulatory messages to athletes and teams. McDonalds featured consumer generated messages on thousands of digital screens on bus stops around the country.

The true Olympic heroDigital OOH was, in the opinion of Mr. Milne, the true Olympics hero. The industry grew by more than 600 per cent from the time the Games were announced to their finish. The UK is now probably the second biggest digital OOH market, behind China.Mr. Milne expects this growth to continue worldwide. He believes the industry is diving into an exciting, automated OOH environment – with location SSP and DSP, local exchange, connected DOOH, ad serving and dynamic CMS and location data management platforms coming online.In achieving its long-term ambition, London had an advantage over Tokyo, as the OOH industry is dominated by just 3 major players, and just 15 smaller companies. As an industry, it was relatively easy for them to come together as one group and agree on the strategy. In Japan, however, there are multiple media owners, and gaining consensus will be a challenge.Dentsu believes it can meet this challenge by facilitating the OOH relationships and bringing the industry together.

The 2012 Olympics were seen as a major success for OOH in the UK, and Dentsu and Posterscope hope to replicate and improve on the advances made in Tokyo in 2020. OOH increases during the Olympic Games, with people spending more time outdoors than normal. The UK OOH industry took a futurist approach as soon as the Games were announced to take advantage of all the OOH opportunities before, during and after the Games. Equally importantly, the industry wanted to create an OOH legacy for the future.In London the OOH media owners came together to build new, iconic OOH structures, created true brand immersion experiences and maximized digital technology in a truly seamless manner.


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Growing OOH in Japan Digital OOH currently represents about 10 per cent of Japan’s industry overall. Mr. Milne hopes this will increase to 20 per cent by 2020. Dentsu is already working on geofencing mobile displays in Tokyo which will vastly improve the data collection and outcome, which is already generating 50% more click thrus from the JR app and much higher redemption rates of offers.The Tokyo Metropolitan Authority is fully behind having a fully functional cloud-based ICT structure in place for the Olympics. In fact, as Mr. Masuko explained, Tokyo is no stranger to being a first for new technology. The Tokyo Olympics in 1964 saw some amazing new technology introduced – including the first ever colour sporting broadcast, the first time for slow motion broadcasting, the first time viewers could see the touch-line in swimming pools and even the filming of the whole marathon from helicopters.The Government is changing the face of Tokyo’s transport system through building a new tunnel from the airport to the Olympic village, boats to transport people, creating new bus lanes, bicycles for rent, a new train station between and special bus lanes. In addition Tokyo wants to ensure it helps its senior citizens and stays environmentally responsible. The government is exploring driverless, mobile vehicles which can be folded up and carried for the over 80 and reintroduce light rail transport.For 2020, Mr. Masuko hopes that citizens will become emotionally involved in the Olympics and see them as an advantage for Japan, rather than an inconvenience. Dentsu is looking at how it can maximize these opportunities to help media owners monetize the opportunity, and make it an amazing experience for Tokyo residents and visitors alike.This is the dream but Dentsu believes it can help it become reality. Similar to London, it hopes that the OOH industry can work hand in hand with urban regenerators to build sustainable infrastructure and media platforms for the future. This is why one of Dentsu’s partners, MIT, (Massachusetts Institute of Technology) is working with Dentsu to come up with innovative solutions for the Olympics, including the use of disaggregated mobile spatial statistics and human movement sensors.

Dynamic digital content for out of home media (OOH)

BP congratulates Olympians withdynamic content

Lego automatically updates with messagesof congratulations to the winning teams


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Six key learnings from LondonMr. Milnes and Mr. Masuko believe there are six key learnings that Tokyo can take from the London OOH experience – three areas where it did well and three areas where it could have done better:What London’s OOH industry did well:

What London’s OOH industry could have done better:

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2.3.

4.

5.6.

Early knowledge and input into the infrastructure regeneration gave media owners and agencies an opportunity to reinvent their own sitesUnderstanding that the investment made into OOH then would drive sustainable growthUsing technology to drive transparency and efficiency in the media-buying process

Recognizing earlier that the Olympics would be of national interest, not just to Londoners, so media opportunities could have been maximized.The OOH auction model was not popular and did not optimize yieldAnd, finally, some of the media technology platforms built for the Games were not built to last beyond 2012, and could have been sustainable.

Learning from London

Identified & leveraged opportunity of urban regeneration

Investment into the medium drove sustainable growth

Technology drove transparency & efficiency

Tap into the mood of the nation

London for UK, Tokyo for Japan

Auction model did not optimise yield and was unpopular

Technology platform was temporary and hasn’t lasted


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Global Digital Agencies Today andThe Changes They Face Tomorrow



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Mr. Tokumaru shared his idea about the current state of digital agencies and his experience of working with Dentsu. Dentsu Isobar, through it's predecessor firm Digital Palette was founded in 2001. The company’s mantra is ‘Experience Innovation’ – which reflects the agency’s wish to create experiences that transcend words, cultures and generations, to bring about a new way of communications.The company has been transformed over the last 14 years, such as forming a JV with international agency, Razorfish in 2007, and a merger with Isobar Japan in January of 2016.Digital marketing is a growing market. In 2012, Gartner analyst Lisa Arthur predicted that, by 2017, CMOs will spend more on IT than CIOs. Many traditional consultancies and technology firms are now acquiring their own digital resources. Fastcodesign.com reported in March 2014 that IBM will invest US$100 million to expand its digital design business. Both McKinsey & Co and Accenture have acquired their own digital design resources.

Hidetoshi Tokumaru

What roles are digital agencies expected to play in the future – for brands and marketers?

Clients are re-thinking their agency relationships In this expanding market, the mindsets of clients have changed. The concept of an ‘Agency of Record’ has now taken off in the digital space. Most clients prefer a project-based approach when it comes to digital execution.Mr. Tokumaru believes there are several reasons for this, including the rapid changes in new technology, which means that few agencies can provide a one-stop-shop for clients. Clients increasingly need specialist skills which one single agency cannot provide. There is also a high rate of movement of talent between agencies and between agencies and clients, which makes it difficult to maintain steady teams.There is also a marked difference in the state of internet led by technological growth between countries. Tufts University’s Digital Evolution Index is a comparative framework built to enable pattern recognition into how internet technology is transforming marketplaces – a developing area of the global economy whose effects are unfolding daily. Its latest data shows that countries like China, Malaysia and Thailand, for example, are still in the rapid development phase, where Japan is already at the head and development is now steadying off.

Global Digital Agencies Today andThe Changes They Face TomorrowMr. Hidetoshi Tokumaru, President and CEO, Dentsu Isobar Inc.


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Domestic solutions are, of course, still greatly in demand. However, with standardized technological methodology across multiple markets, it means that there are growing opportunities for agencies to collaborate on the same projects around the world. For example, Nike’s ‘Write the Future’ campaign saw more than 20 agencies come together. For this reason, Mr. Tokumaru believes it is critical for Dentsu to continue to build good relationships across its global network.

The agency of the future How should we respond to this ever changing environment and where we should head for the future?Mr. Tokumaru says it is necessary to look at our related tasks in hand from a mid- to long-term perspective. Mobile, social and electronic commerce are undergoing similar changes in the ways that consumers interact with them. Digital agencies need to help clients who are looking to transform their businesses and adapt to the new age, so agencies’ ideas also need to help clients differentiate themselves.A good example of this is Dentsu Isobar’s ground-breaking work for BioRanger, a microbial disease testing platform that can detect pathogens in food and livestock – anything that’s DNA-based – and deliver the data in real time at a fraction of the traditional cost. In order to become a good partner for companies going through business transformation, Mr. Tokumaru hopes a new type of agency can be developed which can work with client’s in-house teams and provide the high level ideation and creativity – forming a true partnership of mutual trust and risk-taking. This should be the future for Dentsu Isobar and other digital agencies.

Digital Evolution Index, Source: Tufts University

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Examine the Past, Discover the Future



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We are living in a fast and complicated world. If we examine the past we can find a hint on how to survive the future.Mr. Matsuyama talked about the history and four key characteristics of Kyoto. The former capital of Japan, Kyoto was founded over 1,200 years ago. It is a well-known center of Zen Buddhism, with more than 2,000 temples and shrines. It is also a city of education and young people, nearly 50 universities. Kyoto is well-known for its high quality food and a fourth characteristic is what Mr. Matsuyama describes as longevity; demonstrated by the number of companies based in the city which have been in existence for more than 100 years. Japan overall is home to more companies older than 100 years than anywhere else in the world. One in twenty companies in Kyoto are at least 100 years or older.

Daiko Matsuyama

Time goes very fast these days – everyone tried to keep up and it is easy to forget what is important in life. Mr. Daiko Matsuyama talked about the wisdom of Zen and how it helps to understand the fundamental values of life.

What is the secret of business longevity? One of the reasons, Mr. Matsuyama believes, is because of the observation of Zen Buddhism. There are many Zen followers throughout the world, including politicians, businesspeople, athletes, academics – including the late Mr. Steve Job.Mr. Matsuyama says he is often asked to describe Zen in a few words, which is very difficult. He shows the character for Zen to explain that it is, in essence, all about simplicity. By keeping life simple, it helps people towards self-discover and spiritual awakening.Zen Buddhists treasure the past. It takes three years to become a Zen priest and it is hard work. Trainees wake up at 3 am every morning to teaching and mediation. They do physical work during the day, including cleaning and gardening, and from 6 pm to 12 midnight they meditate again. This leaves only three hours for sleeping. They have no connection with the outside world when in training – no newspapers, no TV, no mobile phones – even no books. It is this simplicity of life that brings clarity of mind and helps followers of Zen discover universal knowledge.

Examine the Past,Discover the FutureMr. Daiko Matsuyama, Deputy Head Priest, Tauzin Temple, Kyoto

DenmarkChinaSpain

SwedenBergium

U.S.ACzech

SwitzerlandRussia

ItalyAustria

HollandU.K.

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Japan

0 500 1000 1500 2000 2500 3000 3500

Number of long-established companies


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Influence of Zen on Japanese culture Much of Japanese culture has originated from Zen. One of the best-known examples is that of the Zen garden which are based on simple sand, stone and wood. The Ryoan-ji Temple garden is perhaps the most famous in Kyoto, and has survived for more than 300 years. One of its key features is the use of 15 stones which are laid out so not all stones can be viewed at one time.However, while Zen appreciates the past, it is not about standing still. The Zen priesthood in Kyoto realizes its needs to ensure its teaching last the test of time. The Kyoto Zen movement embarked on its Fusuma-e Project’ at Taizo-in temple a few years ago. The Zen temple commissioned a young, unknown Kyoto artist, Ms. Yuki Murabayashi, to compose large sumi-e ink paintings on 64 new sliding doors, which are to last for another 300 to 400 years. Ms. Murabayashi underwent rigorous Zen training before she was even permitted to hold a paintbrush in the temple. Her pictures are evolving – she began with complex modern manga to simpler brush stroke paintings. A huge amount of work goes into each panel, and Ms. Murabayashi creates more than 500 versions before she finishes one panel. The pictures are now being revealed to a delighted public, and Ms. Murabayashi conducts monthly tours, which are booked up within minutes of being announced.

Zen Buddhism’s influence on business longevity


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Mr. Matsuyama is delighted with the interest in Zen by visitors. Now they look beyond the every-day tourist attractions and can become immersed in the culture and philosophy of how to live more purposely. Another key culture of Kyoto is its food. Mr. Matsuyama shared a story of his own family. His father-in-law, Mr. Isuzu, Sakurada, opened a restaurant in 1988 which only closed in 2015 upon his retirement. He had no interest in money – he just loved to cook and his restaurant embodied the spirit of Zen with its simple but beautifully matched and presented food. Chefs came from all over Japan to learn his way of cooking.

Simplifying our livesOne of our goals in life is to be happy, says Mr. Matsuyama. While we cannot live without money, Zen is all about being content with who we are and what we have. This spirit of simplicity is concept agencies can embrace – even as we live in a complex world.

Kyoto-based artist, Ms. Yuki Murabayashi underwent Zen training before being commissioned to work at the Taizo-in Temple.


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Contact Information:Keita Yamada / [email protected] Okamura / [email protected]

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