DMC Lab Selection: A Book for Thinking Ahead [1]To deliver compelling solutions that meet the demands of a new era.
Shusaku Hirota
Henge Inc.
Hello, everyone.
I'm Shusaku Hirota from Dentsu Inc. Modern Communication Lab.
Dentsu Modern Communication Lab is a cross-functional project within Dentsu Inc., formed by a group of planners and creators drawn from various sections who share a strong drive to innovate (*).
Our mission is to collaborate with people both inside and outside the company as an open lab, developing new solutions and creating and disseminating a culture of communication.
How will communication change with the spread of digital/social media?
Open, flat, share, social...
Keywords symbolizing this new era and world are now circulating across various fields. In the marketing world too, the spread of digital/social media is driving a dramatic paradigm shift.
As existing marketing methodologies become obsolete, we're entering an era where actively and boldly challenging new things holds immense value.
We want to feel the excitement of working in the world of marketing, amidst major changes where no one has yet found the answers. Dentsu Inc. Modern Communication Lab brings together members who share this passion.
Our activities extend beyond practical planning work. We share the latest case studies and insights weekly, host seminars featuring leading experts from both inside and outside the company, and have even proposed the "SIPS" framework for social media marketing.
Additionally, members take the lead in reading weekly "assigned books," researching cutting-edge marketing theories, planning methodologies, and creative approaches. This helps us stay current while also revisiting classic marketing frameworks and re-evaluating current planning practices. Precisely because the environment is rapidly changing, we believe it's crucial to solidify our knowledge base.
In this column, we plan to feature books primarily read as lab assigned reading. Each member will introduce the content, explain its insights, and discuss how to apply these learnings to planning.
We look forward to your continued support!
*Originally founded in 2010 by Mr. Satonao (Naoyuki Sato), a former Dentsu Inc. employee, and operated since 2013 with me (Hirota) taking over as the lab's representative.
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【Dentsu Inc. Modern Communication Lab】 |
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Author
Shusaku Hirota
Henge Inc.
Born in 1980. After working as a director at a broadcasting station, then in marketing, new business development, and brand consulting at Dentsu Inc., he became independent in August 2018. He founded Henge Inc., specializing in corporate brand development. He serves as the Japan Chief for Stylus Media Group, an innovation research firm based in London, UK, and TheCurrent, an acceleration firm based in New York, USA, which accelerates collaboration between large corporations and startups. Possessing a unique brand development methodology, he has supported numerous companies in formulating brand strategies and participated in many innovation projects. He also co-produces Another Real World, a tour project visiting innovative cities and companies, with Megumi Wakabayashi, former editor-in-chief of WIRED Japan. His publications include SHARED VISION (Sendenkaigi) and What Are the World's Marketers Thinking About Now? (Cross Media Publishing).