Accurately diagnosing the underlying challenges

We live in an era of profound change across all industries. An era where the future is unpredictable.
Even within the advertising industry, various new job roles are emerging.

This time, we introduce the "Business Producer" role, a position gaining attention within the Dentsu Group.
How can we enrich our clients' businesses? Each of them tackles this challenge in their own way, using every trick in the book.
We asked them about their work and the future they aim to create.

In the third installment of this series, we introduce Kazuaki Kishibe.

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Accelerating clients' businesses. An unwavering commitment since joining the company

For over 20 years since joining Dentsu Inc. and being assigned to the sales section, my work has remained consistent.

It's about accelerating the clients' businesses themselves. Helping their core business. That's why I don't limit my work to just marketing and communications. Marketing communications is a means, a tactic – not the end goal.

Once, a manufacturer approached me for advice on employee recruitment. They couldn't attract the talent they wanted. So, should they run commercials to boost awareness?

At that time, I actually brought along a junior student as a potential candidate. He proceeded to tear the company apart. The person in charge was understandably annoyed. But that incident conversely highlighted the client's core challenge, and that's how the project began. It forced them to confront the question: What kind of company do they want to be? What should they become?

I also proposed building an R&D facility for another client. I believed focusing on that was more crucial than advertising for strengthening their market competitiveness.

The proposal was accepted, but the scope of the order was limited, so it didn't generate significant revenue. However, it earned us the client's trust. We moved from trailing behind other agencies to becoming a core partner. Ultimately, it became a meaningful proposal for both the client and Dentsu Inc.

Identifying and "treating" the root issues

I believe the crucial skill is the ability to see through to the essence of things. Not just surface-level problems, but where the fundamental issues lie. There must be bottlenecks the client has given up on or hasn't even noticed.

Like a skilled physician, we must diagnose based on all available information, including the client's corporate culture and emotions. Some diagnoses may seem unrelated at first glance. Yet, when this is possible, we can administer "treatment" that simultaneously impacts various interrelated challenges.

For example, imagine a patient visiting you complaining of stiff shoulders. The root cause might actually be internal organs or something entirely different. If you suddenly prescribed treatment for the internal organs, it might startle them. While addressing the shoulder stiffness and pain, you guide them step by step toward a fundamental solution through discussion, gaining their understanding along the way. That's the kind of capability I believe Dentsu Inc. possesses.