What exactly is "advertising"? Now more than ever, it's time to ask.

Previously on Izawa

Izawa learned that Advertising Week (AdWeek, as referred to in this series) would be held for the first time in Japan over four days starting May 30. He directly interviewed Yoshihiko Kasamatsu (CEO of Ignite), the Secretary General of AdWeek Asia, learning that the event's concept is "Creativity excites the industry" and that various seminars and workshops centered on "advertising" will be held, with Roppongi as the main venue. To further uncover details about Adwi, which was gradually taking shape, he visited the Shibuya office of a key person at a sponsoring company.

Appearing in the stylish Shibuya office was...

Ikegami: The view is amazing! Truly the office of a company that's hot right now!! You can see all of Shibuya!

Ikegami-kun: And there's even a relaxation space like this!!

Izawa: Hey, hey. You're getting way too excited before the interviewee even arrives.

???: Looks like you're having fun!

Izawa: Ah!! I don't know why, but it's blinding!! A halo is shining around him!!

Ikegami: Whoa! My apologies! (Ikegami hurriedly adjusts his appearance).

Izawa: Hello, Mr. Tabata. So LINE was the sponsor for AdWise Asia? Nice to meet you properly today! I'd like to ask right away—is this actually the first time LINE has sponsored an advertising-related event like this?

Tabata: ( Starting abruptly, but not flustered in the least) That's correct. Since Adowi is holding its first event in Japan, we thought it was a good timing for both of us being newcomers, so we decided to sponsor this time. Besides, the first edition of an event like this always gets people talking.

Izawa: The first edition—it's trial and error, for better or worse. Weren't you worried?

Mr. Tabata: The fact that it's "not quite clear" as an event actually felt appealing to me.

Izawa: (Just as I imagined, a bold person!) I see. But honestly, sponsoring an "advertising" event was surprising. It doesn't fit the image.

Tabata: Precisely. Until now, LINE hadn't done banner ads or pay-per-click models, so awareness of LINE's ad business was honestly low. But now, advertising has become extremely important for LINE, accounting for revenue nearly on par with games. We judged this was the perfect timing to reshape that image.

What exactly does "advertising" mean in today's era?

Ikegami: Ahem. Um, what image does Mr. Tabata have of "advertising"?

Tabata: I don't think "advertising" and "ad space" are the same thing. Through Adwe, I want to pose the question: "What exactly is advertising?"

Ikegami: What... do you mean by that?

Tabata: Whether something is "advertising" is a question of function, not about pointing to a "space." If it ultimately leads to product sales or enhances brand image, then I think it's already "advertising." I feel we've reached a point where we need to expand or redefine the concept of advertising. I don't think it makes sense to hold "ad space exhibitions" in the old sense or create "storms in a teacup" that only excite the industry.

Ikegami: (Gasp!) Y-yeah, you're right.

Tabata: For example, suppose a fashion brand approaches us wanting to elevate their image. Proposing "Let's make a cool commercial" might be the traditional advertising approach. But collaborating on a product with a luxury brand or acquiring another brand could potentially function better as advertising. Take Domino's Pizza opening an official LINE account.

The result? They're selling pizza through that account. So, is this "advertising"? Or take NHK's 2014 morning drama serial "Massan" – it caused whiskey sales to explode. Was that "advertising"? Neither of these are traditional "advertising slots," right? Yet they both had "advertising-like effects."

Izawa: That's exactly right. Strictly speaking, I don't think it qualifies as "advertising" in the narrow sense, but looking at the results, it functions like advertising.

Tabata: I wish people in the advertising industry would stop clinging to the existing narrow mindset of "advertising slots" and stand up now. Right now, it feels like people in advertising aren't very sharp, or rather, it seems like more people in the internet industry and startups are thinking, "I'm going to change the world with the service I create." I wonder if that kind of naive, punk spirit has disappeared from the advertising business. This is purely my own delusion, though.

Izawa: Hmm. Hearing you talk reminds me of a Facebook post I saw recently. It was by someone who retired from a major ad agency. They wrote something like: "In our day, from veterans to young people, there was this bold, defiant air about us—we walked with our shoulders back, cutting through the wind. But now, I see so many young people walking with hunched shoulders and tired expressions. Is this a sign the company has evolved, or is it just big-company disease?"

Mr. Tabata: I think that just shows how much the advertising industry has become the establishment. No, it's even become a kind of resistance force. I used to work at a publishing company, and whenever the idea of reposting print content online came up, the biggest opposition always came from the advertising sales department. They'd ask, "What if that makes print sales drop?" From the perspective of the existing business model's logic, I get that. But acting like that just makes you more and more of a necessary evil—something like, "It'd be better if it didn't exist, but it's unavoidable for making money."

Izawa: Hmm, you're right. Deep down, that image of "advertising" might be stuck in our minds... But I want to say that's not actually the case!!

Tabata: Exactly. Unless we counter that with a strong message, I don't think we'll regain our place as the industry ambitious, rebellious young people aspire to join.

Ikegami: I want it to make that comeback!!

A heartwarming story from a "Jalan" salesman.

Mr. Tabata: I'm from Recruit, and I have a nice little story from the early 90s when the travel magazine "Jalan" first started. Would you like to hear it?

Ikegami: Please do!!!!!

Izawa: ( Huh? Ikegami-kun's unusually fired up today.) Yes, absolutely.

Mr. Tabata: Back then, the bubble burst, and hot spring towns like Kinugawa and Atami suddenly became deserted. But for "Jalan," we had to secure contracts. That's when one salesman suggested to a ryokan owner: "Why not rent out the private baths by the hour?" Just set a schedule, lock the door with a padlock, and couples would be thrilled. I mean, it's such a shame for couples visiting together to have to bathe separately.

Ikegami: That was Jalan's idea?! It's an amazing concept—it visualized the user's subconscious desires, their inner voice, their wants.

Izawa: (This guy must be a heavy user...) So, what happened?

Tabata: It required minimal equipment investment and was a huge hit with both owners and users. It quickly spread to other hot spring inns. Meanwhile, Jalan created a massive hit section called "Hot Springs with Private Open-Air Baths." It was a true win-win. I think advertising sales isn't just about managing monetization processes; it's about creating "killer content" that generates demand itself.

Izawa: Being closest to the advertisers, you must be really good at sensing their needs.

Tabata: I think many advertising salespeople propose safe, unremarkable strategies that work even if the advertiser doesn't change. But to change the world, we first have to change the advertiser. I believe the advertising industry used to be where the most innovative, cutting-edge, and ambitious people gathered. I want Adwi to be a place that embodies that spirit.

Ikegami: So now is the time to raise the signal fire!! But can we really do that in our first year...?

Tabata: Precisely because it's the first year, we need to deliver a pure, uncompromised message! We have to go all out right from the start. We should expect established industry folks to say, "What the heck are they doing?" But by the second year, we need to become the kind of presence that makes people think, "I better keep an eye on them—they might pull off something crazy."

Ikegami: Right! As the PR office guy, I'll be the one to get fired up first!!

Izawa: (Wow, even usually-cool Ikegami-kun is fired up...) Media, advertising, communication—they're abstract concepts without a clear form. From now on, how we define them will be increasingly scrutinized.

Tabata: I believe we're entering an era where advertising agencies, not investment banks, will propose acquisitions of startups. Let's break free from the existing "framework" of "advertising" and build the future together! Let's make Adwi a success!

Izawa: Thank you very much!!

Next time, we'll interview another "key figure at a big corporation" who will be speaking at AdWii.