Filling the "Gap" as a "Professional Amateur"

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 10th installment of this series, we introduce Takuma Morinaga.

Expanding Horizons Through Building Relationships Between People and Organizations

Before joining Dentsu Inc. mid-career, I was involved in research and development at a major beverage manufacturer. During that time, I had the opportunity to be seconded as a postdoctoral researcher at a certain medical university. There, I experienced building relationships with various people and organizations, as well as working on new business development. It felt like my horizons suddenly broadened. I wanted to engage more in that kind of work rather than research, so I moved to Dentsu Inc.

After a few years, once I had settled into life at Dentsu Inc., I started thinking it was time to pursue what I really wanted to do. I began getting personally involved in projects outside my company work that interested me.

It started with a traditional craft in Nagoya. I got to know the local craft industry association and began proposing ideas for product development, events, and branding. They were also seeking fresh perspectives from outside.

While this started as my personal activity, the atmosphere gradually shifted to, "Hmm, maybe this could become company work." This evolved into the "Tsugumono Project." I think the rapidly changing business environment and Nagoya's unique agility played a part.

Additionally, through a Cabinet Office initiative, I served as a regional revitalization advisor for a local government, building regional brands and planning/implementing administrative measures like tourism.

More recently, I've started comprehensive partnerships with a local national university, helping monetize the expertise and resources they possess. Honestly, I feel there's a wealth of untapped assets within the university, and with the right approach, they hold tremendous potential. We're already seeing significant interest from companies and other entities. What started locally has expanded its scope, and now we even handle global projects.

February 2020: Signed a comprehensive partnership agreement with Nagoya University to build business models utilizing its management resources.

With the skills and resolve to break through stagnant situations

Filling the "Gap"

Looking back, my approach to work often involves diving into external environments and driving change from within. What's crucial then is not assimilating with the host organization, but maintaining multiple perspectives—objective and non-unilateral. I believe that going forward, various situations will demand outsiders possessing the skills and resolve to break through rigid situations that cannot be resolved through self-help efforts alone. I call this a "professional amateur," distinguishing it from "just an amateur" or "an expert lacking implementation power."

There is always a gap between "top management" and "the field," or between "ideal" and "reality." Bridging that gap is what I believe is my job, or Dentsu Inc.'s job.

That's when Dentsu Inc. has cultivated communication skills, interpersonal relationships, and a sense of balance come into play. Going forward, I believe we need more producers who actively venture outside.