Staying focused on the goal, keeping things simple and open.

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 world they aim to create.

In the fifth installment of this series, we introduce Reiko Goto.

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From vertical silos to cross-industry collaboration, navigating an era of change

She handles a major global automaker. Her department's mission is to support all activities tied to the top leadership, ranging from the CEO's personal communications to his activities as a leader for the entire automotive industry.

Since the client's department and personnel change for each mission-specific team, it's crucial to determine how to proceed with which team, including the client. Cross-functional work within the client's organization is increasing, as are cross-industry initiatives. Working in silos is no longer viable. Clients are keenly aware of this shift in the times.

Last year, we also handled the overall production of the Tokyo Motor Show. As attendance gradually declined and the motor show itself demanded transformation, we realized we couldn't just focus on the automotive industry. We needed to collaborate with companies from other industries to create something that would attract new audiences. So, together with the client, we reached out to every promising opportunity we could find, both inside and outside the industry, doing absolutely everything we could. Opening up the boundaries of organizations and companies, and uniting our aspirations – that was crucial.

Clarifying Priorities for What Must Be Achieved

Before joining my current department, I primarily worked in sales and event management. Events provided frequent opportunities to directly observe customer reactions. It reinforced the reality that people are at the core—if their emotions aren't stirred, they won't take action.

I also previously handled clients like foreign-owned automakers. Seeing how their innovative brand ethos permeated down to the shop floor employees was incredibly instructive. The more global the brand, the more essential it is to have simple, universally understood values that transcend cultural backgrounds and differing values. I feel all these experiences are now coming together in my current role.

When advancing work, I'm careful never to lose sight of the purpose. It's easy to get distracted by wanting to please the client or reading between the lines, but I make sure the core priority—what we should achieve in this project—never wavers. And I aim for simplicity and openness. Within the team, I think it's great when people from various sections can participate without barriers.

Anyone should feel free to contribute ideas, and I'd love to foster that kind of atmosphere. Also, personally, I'm not a fan of people stringing together katakana loanwords, so I prefer to keep things simple using standard Japanese.