"Old Guys Fest 2016!" The old embodies the new. Old guys are the evolved form of youth. (Part 2)

This Dentsu Inc. Design Talk was planned by enthusiasts inspired by Takashi Yamamoto's latest book, 'Don't Underestimate Advertising.' While the advertising world constantly seeks "new, young talent," the business itself has grown increasingly complex, demanding a mature perspective as consultants and partners. In this context, how should one shape their own approach to finding work and competing? This is the second part of a roundtable discussion featuring Yamamoto-san, who murmurs, "It's nonsense to just 'go along with' the older generation...", Hideki Hidaka of Gritz Design (a fellow older colleague and drinking buddy), and Kunihiko Mishima of Dentsu Inc., the young representative nominated by Yamamoto-san.

The Existence of Respectable Old Guys

Yamamoto: Becoming an old guy doesn't mean you stop failing. Even now, I make embarrassingly terrible mistakes that make me cringe. But I've always held onto the hope that by overcoming those failures, I can become just a little bit better.

It was the presence of a "great old man" that made me realize this. For Hidaka-kun, it was Mr. Miyata; for me, it was Mr. Oshima. Mr. Oshima often told me, "It's interesting, but you lack love." My interpretation of what he meant is that true expression comes from deeply understanding the product or company, forming your own convictions, and then having the passion to send it out into the world. Even now, working with him, I learn so much. I'm truly grateful to have had such a mentor.

Hidaka: Even before the term "branding" existed, Miyata-san was thinking about a company's position within society and exploring ways to create advertising. Even when a client asked him to make a newspaper ad, he'd propose, "Let's create a company history." That's why he couldn't win competitive pitches.

But then, occasionally, a client would appear who was captivated by Mr. Miyata, saying, "What you're saying is right; I'll push it through my superiors." Those kinds of jobs build strong, lasting relationships with clients. Seeing Mr. Miyata's way of working up close has become part of my very being.

Yamamoto: Mishima-kun, name a respected senior figure.

Mishima: Let's leave Yamamoto Takashi out of it (laughs).

Yamamoto: Okay, leave him out (laughs).

Mishima: The old guy I respect right now is Takaya Isoshima, who I'm working with. I was amazed that someone could write copy while thinking so deeply about what a client should be.

Yamamoto: I once interviewed Isoshima-kun, and he said, "Copywriting is writing on behalf of the client." While copy is written for the client, he was the first person I'd heard use the term "writing on behalf of," and I felt a sense of purity in that.

How should the old guard adapt to changing times?

Yamamoto: Advertising and media are now facing a turbulent era where decades-old frameworks are shifting. How should the old guard confront this change?

Hidaka: The nature of work has changed drastically. In just the last few decades, we've seen entire professions disappear, like typesetters. Soon, we might reach an era where typing "cool" produces a design.
Precisely because of such times, I believe we must sharpen our expertise in our own specialties.

Yamamoto: When I was 35, Nakahata told me, "Takashi, you still lack value." Shocked, I desperately asked what I should do. He replied, "It's your thinking form." The respected veterans never tell you everything.

Our work in advertising has no identical cases; we're required to handle a million "exceptions." But because that's difficult, I understood he meant to practice your swing to build foundational strength, develop your form, and then gradually adapt your approach based on the pitches that come your way.

I think everyone, no matter their job, should develop their own form. With your own form, no matter how much the situation changes, you can adapt to the times by re-training or adjusting your stance. I believe that's the right attitude for facing change.

Mishima: When a presentation unexpectedly resonates with the audience, and you repeatedly analyze why it worked, will you eventually develop your form?

Hidaka: A form isn't something you aim for; it naturally completes itself. As you get older, your work becomes increasingly refined and simplified.

Yamamoto: Exactly. You gain a clear understanding of what you can and cannot do.

Hidaka: Copywriting directly reflects accumulated life experience, so you might actually write better as you age. But design demands sensibility and a sense of the times, and as you get older, your expressive sensibilities can drift. That's why I also think about how much you can compensate for that drift using other means.

What's the purpose of an old man?

Yamamoto: Mishima-kun, what kind of old man do you want to become?

Mishima: I want to be an old man who can help people in trouble. To do that, I need to understand the phenomenon of "being in trouble." So I want to experience what it means to be troubled more than others, by getting into trouble myself.

Yamamoto: That person must be incredibly strong.
Hidaka-kun, how do you plan to interact with your juniors?

Hidaka: I keep telling them what I learned from Miyata-san: design isn't about putting makeup on the outside, it's about what ideas you convey and how you convey them. It's not something that gets through easily, though.

Yamamoto: Today, I was really moved by Mishima-kun's honest words. It made me want to become a dad who can be useful to people who are struggling.

I believe middle-aged men have a responsibility. If there are cool middle-aged guys like Oshima-san, Miyata-san, and Isoshima-kun, we need to make young people think that enduring a little hardship to gain experience isn't so bad. I think that's our responsibility as middle-aged men.

<End>

You can also read the interview here on AdTie!
Planning & Production: Dentsu Live Inc. Creative Unit Creative Room 2, Aki Kanahara