Asking Ryohei Manabe: What exactly is Creator of the Year?

Now in its 32nd year. It might seem like a question of "What is it, really?" but as a Web Dentsu Inc. News outlet, we wanted to ask Mr. Manabe, the man of the hour, about this very point. As the times undergo profound change, the role of mass media and the very nature of societal communication are undergoing fundamental transformation. It's not merely because it's an authoritative award. What is the true nature of that authority? What is its value, fundamentally? How does Mr. Manabe intend to leverage that power moving forward? We delved into these questions with the unique perspective only Web Dentsu Inc. can offer.

The Winning Edge Lies in "Multiplication"

Throughout our interview with Mr. Manabe—who has journeyed from CM planner to digital creative and PR planning—the term "multiplication" frequently surfaced. Our editorial team's opening question was deliberately provocative: "Does mass media, often derided as 'over and done with' (owakon), still hold any potential?" His response was unequivocal.

After joining Dentsu Inc., he remained in the Creative Bureau. He became a Creative Director in 2014. Since 2020, he has also served as Chief Creative Officer of NewsPicks Studios. He specializes in long-term brand advertising campaigns with extended lifespans. He has also demonstrated his skills in expanding advertising creativity into areas like school and program development, as well as spatial and experiential design for commercial facilities.

"If we can multiply the vast reach of mass media with the deep engagement of digital, I believe the possibilities become limitless." The same applies to newspapers × SNS. He believes that the "talent-discovering power" of magazines as a medium and the "unique strength of radio as a medium specialized in sound" could gain tremendous ripple effects and disruptive power when combined with digital. "If there are voices calling something 'over,' I think that's actually an opportunity. If we can bring the know-how cultivated in digital back to mass media, there's still so much interesting work we can do."
 

Steady accumulation breeds speed

Another striking point from the interview with Mr. Manabe was the word "accumulation." At first glance, it might seem like an outdated, idealistic concept, but it isn't. He explained that the Otsuka Pharmaceutical Pocari Sweat commercial, which led to this award, was born from years of continuous thinking and trial and error—long before the pandemic struck—about how to make today's junior high and high school students rediscover the value of the Pocari Sweat brand.
While the world was genuinely moved by the expression, what astonished people most was its sheer speed. How on earth did they manage to pull off this expression, on this scale, the moment stay-at-home orders hit? "There's no trick to it," he said. "It feels more like the big moment suddenly came around for all the steady work we'd been putting in."

Otsuka Pharmaceutical Pocari Sweat "Pocari NEO Chorus" ad. With large-scale filming impossible, footage of 97 participants filming themselves with smartphones was edited together. Released just three days after the state of emergency declaration, it became a major talking point.

 

The feeling of shrinking back from a wall is what creates the wall.

Compliance, human rights issues, business targets that must be met... The "walls" standing before creators seem to grow ever larger and thicker each year. How do you feel about that? We asked Mr. Manabe directly.

"I wouldn't shrink back. It's about viewing the wall itself as something positive. Why does that wall exist as a wall in this era? Why is its presence growing? Studying the height and thickness of the wall before you can reveal insights. Then, collaborating with clients and team members, we consider how to overcome it in an interesting way. You can choose to see it negatively all you want, but I believe refusing to do so can change the situation."

  NewsPicks GINZA opened on the 7th floor of Tokyu Plaza Ginza in July 2020. It's a real gathering place composed of "NewSchool," "NewStore," and "NewCafe."

 

What matters is what makes you want to think

Here, I asked Mr. Manabe, "Fundamentally, what meaning does the adjective 'creative' hold?" When you hear "creative work," you can somehow picture it. But when you hear "creative living" or "creative life," you suddenly feel like throwing in the towel. Honestly, I thought Mr. Manabe would start with the usual answer: "It means doing things differently from the established ways, the laid-out tracks..." But then he continued, "It's about wanting to think about it, isn't it?"

In stable times, a creative life is a path chosen only by the most eccentric individuals. But in an era of high uncertainty, "I think people who just can't help but think about such things become surprisingly valuable." It's not something forced on anyone. You just can't help but think about it. So, before you know it, you're holding a pencil. Or you're adding a secret ingredient to your usual curry. If you think of that as being creative, it all makes sense, doesn't it?

The opening event for "ASICS FIRST RUN" at the National Stadium. We staged the moment people first ran on the track. We created an event where people could experience the brand's philosophy.

 

Actually, I always admired teachers.

At the end of the interview, I threw an incredibly mean question at Mr. Manabe. As the title of this article suggests: "What exactly is 'Creator of the Year'?" His response was, "To put it very simply, it's something I've always aspired to." Then came a surprising comment.

"Truthfully, I agonized until the very last moment about whether to become a schoolteacher or join Dentsu Inc.—specifically in sales," he said. "Being called a 'Creator,' especially 'of the Year,' makes me feel a bit embarrassed, like I've become some kind of creator. But advertising and education share a common root—it's less about teaching and more about the desire to communicate. During my senior year of college, I attended an advertising school and had the honor of having my storyboards critiqued by Yasumichi Oka, whom I greatly admired. He taught me about advertising creative—this profound work I want to explore my whole life. I want to pass on what I inherited from seniors to the younger generation. When I launched NewsPicks NewSchool with a client, I ended up taking on one of the courses as an instructor. Here, the education I originally wanted to pursue and the advertising I've been doing all along have converged. I feel like it's fate."

When I asked if the title "Creator of the Year" felt like a teaching license, he replied, "Perhaps it does." "But I believe the only way forward is to keep learning humbly, constantly tuning into this ever-changing era."

(In lieu of an editor's note)

Den-Taro: "That last bit about the teaching qualification really hit home."
Tsujiro: "It connects to the idea of giving back to the masses the know-how cultivated in the digital realm." Den-Taro: "People used to say things like 'Turn it inside out,' you know?"
Tsujiro: "Like when your senior treated you to a meal."
Den-Taro: "Like, 'I'll cover this round, but next time you're paying out of your own pocket and bringing juniors here.'"
Tsujiro: "Exactly. That's what 'return the favor' means."
Hōsaburō: "Hohhh..."
Den-tarō: "People talk about achieving a sustainable society, but I think that's what really matters."
Tsujiro: "Maybe what's really needed at the root of sustainability is a feeling of respect for our predecessors, juniors, and everyone in the world."
Den-tarō: "Exactly. With that feeling, a little recklessness is forgivable."
Tsujiro: "Well, I'm not so sure about that..."
Den-tarō: "That's why I can stand here like this, all cool and collected, even today."
Hōsaburō: "Hoo, hoo~"
Tsujiro: "Den-taro's wild stories aside, Manabe-san. Thank you for sharing such a wonderful story this time!"