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<FOR University and Graduate Students> Dentsu Inc. Internship 2016 Event Report
Dentsu Inc. conducted four distinct internship programs targeting university and graduate students at its Tokyo headquarters, Kansai branch, and Chubu branch, primarily in August and September. These programs offered diverse experiences across Dentsu Inc.'s wide range of business domains.
■ "Dentsu Inc. Internship 2016: School of Ideas" (at Dentsu Inc. Headquarters, Kamakura Training Center)
Held over eight days—August 15-19, 27, 28, and September 3—at venues including Dentsu Inc.'s Shiodome headquarters in Tokyo, the program welcomed 55 participants ranging from undergraduates to graduate students.
Now in its ninth year, this year's concept was "So. Is this really how the world is supposed to be?". Participants challenged themselves to question things with their own eyes and create new answers with their own minds, alongside Dentsu Inc. creators.
The 55 selected participants joined three courses at the "School of Ideas." They were divided into: * "The Course for Those Who Want to Make the World and Future Feel Better Using the Power of Words and Images [Introduction to CM Planner & Copywriter]" led by Dentsu Group Creative Director and CM Planner, Yukita Higashihata. * "The Course for Those Who Want to Make Boring Things Interesting and Interesting Things Serious [Planning & Concept Making Course]" led by Creative Strategist, Takashi Sakuma. Planning & Concept Making Course," and Yasuhisa Nito, Copywriter and Communication Designer, led the "For Those Who Want to Keep Creating Something That Surprises the World and Moves It Forward Course." They experienced planning work through lectures, exercises, and a training camp, competing within each course.
The School of Ideas traces its origins to the Dentsu Inc. Creative School, which began in 1988. It has produced numerous creators and planners across various industries. The goal is for participants to learn the pain and fun of "thinking up ideas," an experience that can be useful in society, even if they don't necessarily become advertising professionals.
■ "Dentsu Inc. Design Summer School" (at Dentsu Inc. Headquarters, Kamakura Training Center)
The 5th Dentsu Inc. Design Summer School was held over seven days—August 3-5, 8, 9, 20, and 25—at venues including the Dentsu Inc. Headquarters Building in Shiodome, Tokyo, for students studying design.
Led by Principal Hiroshige Takakusaki of CDC, the program featured instructors including Dentsu Inc.'s Creative Director and Art Director—all active at the forefront of their fields. Through lectures, workshops, and a residential session, the 19 students immersed themselves in learning "the future of design" and dedicated themselves to creating their projects.
As their culminating graduation project, the students planned and produced "Calendars with Ideas." The 19 different calendars were sold at the entrance of Dentsu Inc.'s headquarters building for four days, from August 22nd to 25th. The students competed based on daily sales and the satisfaction ratings from buyers.
■ "Dentsu Creative School Kansai" (at Dentsu Inc. Kansai Branch)
True to its name, the Dentsu Inc. Creative School Kansai (commonly known as the Creative School) runs for three months from September to November. Every Friday, 21 students attend a total of 13 sessions.
This year's theme is "Break Through Your Shell." Through the program, students experience various roles in advertising, such as CM planners, copywriters, and art directors.
At the September 2nd enrollment ceremony, Tatsuya Tsujinaka, Strategic Creative Director and Head of the School, addressed the students: "Think about the challenges, think, think, and savor that thrill when a great idea finally hits you."
On September 9th, Group Creative Director Masayuki Furukawa delivered a lecture themed "Look This Way!" – The Power to Turn Heads. The intensive program has begun.
True to Kansai style, the cramped classroom is said to be filled with a unique atmosphere – a messy blend of fun, youth, passion, tension, seriousness, silliness, comedic banter, and sweat. It will be exciting to see how much these students grow by their graduation presentation on November 25th.
■ "Dentsu Inc. Wakamon Internship Chubu" (＠Dentsu Inc. Chubu Branch)
Held over two sessions: August 29–September 2 and September 5–7, for a total of 8 days at the Chubu Branch in Sakae, Nagoya.
Produced and managed by Dentsu Inc.'s Youth Research Department (Dentsu Wakamon), which aims to uncover the real circumstances of young people and build new business and communication through planning. This year marked the first time it was open to public recruitment. Twenty-six students gathered not only from the Tokai region but also from Kanto and Kansai.
The concept was "Classrooms That Move Hearts." Actively incorporating Dentsu Inc. Wakamon's solutions, the program included initiatives like "Trying Job Hunting Using Advertising Methods," designed to spark students' thinking about their future careers.
On the final day, each of the 26 participants delivered a 4-minute individual presentation. The theme was "Your Idea to Solve the Trend of Young People Moving Away from [Topic]". Presentations covered a wide range of "trends of young people moving away from" topics, including blood donation, romance, New Year's cards, Buddhism, and neckties. The top prize was decided by votes from on-site employees. By learning to define problems and devise solutions over the 8 days, participants discovered the appeal and excitement of moving hearts through the power of advertising communication.
Learning this skill of "moving hearts" – useful in various fields beyond advertising – provided not only a deeper understanding of the advertising industry but also a crucial perspective for considering one's own career path. It served as an opportunity to cultivate planning skills and idea generation abilities, qualities sought after in any profession.
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