Compilation "Cannes! Cannes! Cannes!" ⑤ Interview with PR Category Judge Mitchell, CEO

At this year's Cannes Lions, a new trend emerged: the rise of previously overlooked PR agencies. Edelman, the industry leader, won the Grand Prix for the first time ever with its "The Scarecrow" campaign for the US Mexican restaurant chain Chipotle.

As PR's importance in campaigns grows, PR category entries surged over 40% year-on-year to 1,850. While few made the shortlist, PR agencies' share of entries jumped from 20% last year to 40% this year, showing increased ambition.

The Scarecrow used animation to reveal the inner workings of the restaurant industry, including the use of food additives and mass-produced meat, and to explore natural and healthy eating, with the aim of raising awareness about sustainable food. The campaign was rolled out via YouTube videos, national newspapers, social media, PR, interactive games, and mobile coupons.

What were your impressions of serving as a judge in the PR category?

It was a valuable experience I will never forget. Seeing entries from around the world, I was impressed by how PR is strategically and creatively influencing today's business and society. I am also grateful for the opportunity to learn about different economic factors, social issues, and cultural nuances in various regions of the world. Most importantly, I can bring back the various inspirations I received to Mitchell Communications Group and use them to further serve our clients.

──In the PR category, entries from PR agencies increased, and PR agencies were particularly active, winning the Grand Prix for the first time.

Looking at this year's entries, I felt that the PR industry is bursting with creative energy. There were some very powerful entries from PR agencies, such as the Grand Prix winner "The Scarecrow" and the Gold winner "This is Wholesome". All of us judges hope that even more PR agencies will enter in the future and showcase the creative power of the industry.

──What is essential to the core of PR?

Fundamentally, PR is about building mutually beneficial relationships between organizations and their stakeholders. This is the source of all possibilities, it determines business success, and it is increasingly having a significant global impact. Furthermore, PR is indispensable in today's rapidly changing and complex society, and its role is expanding across all companies. I believe PR is a crucial strategic tool that effectively combines business know-how and communication expertise to help companies build diverse relationships, enhance their reputation, and achieve results.

──How do you envision PR agencies evolving in the future?

The trend toward convergence is prominent in the marketing communications industry, and integration across fields is definitely happening. As a result, the work of many agencies is becoming increasingly similar. As this trend continues to advance, PR agencies will develop the strategic capabilities to handle integrated solutions for their clients as a whole. Mitchell Communications Group has achieved rapid growth since positioning itself as a strategic communications agency providing integrated services about five years ago. Rather than specializing in PR, advertising, or digital, I believe that the ability to deliver results and a proven track record will become increasingly important.

──What areas of activity do you see growing in the future?

First is business consulting. PR agencies already have connections with client executives, and many of their staff are engaged in strategic planning. I believe the range of services will expand further, including full-fledged business consulting that leverages our unique insights into national character and culture.

Then there's the technology sector. As the "Internet of Things" grows and more devices connect via networks, PR agencies will support clients in building stronger relationships with stakeholders through technology-based communication solutions and even actual product development.

Insight-driven strategy design will also become increasingly vital. With richer data on consumer perceptions, behaviors, and influence, our research and insights departments will become our driving force. Understanding how consumers engage with online content and experiences will be key to success.

Finally, creativity. Generating "big ideas" remains an essential capability, indispensable for any PR agency today. To continue strengthening our creative power, we must invest in the necessary talent and tools. Particularly as consumers, rather than clients, increasingly drive campaigns, PR agencies will have more opportunities to lead integrated campaigns. We PR professionals have the ability to gauge whether strategies that respond to current situations will generate a response from the public and lead to business profits.

Finally, please tell us about your aspirations as CEO of Mitchell Communications Group.

We have a very powerful vision to build the world's best new PR network and provide comprehensive integrated communications services to contribute to the further enhancement of the capabilities of the Dentsu Inc. Aegis Network. We are considering two growth plans. One is to grow Mitchell Communications Group through the growth of existing businesses. The other is to increase scale and expertise through the acquisition of other PR agencies. In doing so, we place importance on whether we can create synergies within Dentsu Inc. Aegis Network, whether the agency has the best talent, whether it has a track record of growth and a solid business plan, and whether it can handle both traditional and new types of communication services.

It is a great honor for me to serve as the person responsible for building the PR network as a member of Dentsu Inc. Aegis Network. This vision will bring significant results to our clients and our network. We are now feeling a strong sense of confidence that we can achieve this vision.