Dentsu Inc. BX/DX Internship "Future Transformation Conference" Event Report

Dentsu Inc.'s internship program "Future Transformation Conference," themed around "Business Transformation (BX) and Digital Transformation (DX)," was held at Dentsu Inc. Hall on Thursday, September 5 and Friday, September 6, 2024. The program served as a platform for participants to collectively envision ideas and their implementation methods, starting from what they wanted to change for the future, through talk sessions and interactive group work.

The 2024 concept was "Think about what you want to change. Think about how to make it happen." Throughout the program, three key elements were emphasized: "Future-Oriented Thinking," "Implementation-Oriented Thinking," and "Team-Oriented Thinking." Participants gained a simulated experience of Dentsu Inc.'s work process, bringing together different perspectives and refining ideas. The program was planned and operated by Dentsu Inc.'s three BX divisions.

This internship program, held for the second time this year, was first launched in 2023 as a student internship program focused on Dentsu Inc.'s BX domain. Following its overwhelming success in 2023, with participant satisfaction exceeding 90%, the program was expanded to two sessions over two days. A total of 175 participants took part over the two days. Participants were selected through a document screening process based on an entry assignment. Many students applied, not only from the advertising and media industries but also those aspiring to careers in consulting and general trading companies.

The program commenced with opening remarks from Dentsu Inc. BX Bureau 1 Director, Kosuke Kato, and BX Bureau 2 Director, Shingo Yamahara. Kato stated, "While Dentsu Inc. has traditionally focused on advertising, we are expanding into non-advertising businesses to meet our clients' evolving needs for business transformation and the resulting challenges. I hope you enjoy today and gain a tangible sense of what Dentsu Inc. does now." Yamahara added, "Management challenges are complex and intertwined. We clarify the issues that need solving through conversations with our clients and contribute through ideas. I hope you will also experience how communication and creativity are useful in the realms of business and management."

From left: Bureau Chief Gosuke Kato, Bureau Chief Shingo Yamahara

BX・DX Input Session / Talk Session
Next, the session featured firsthand accounts from frontline employees active in the BX and DX fields. They shared actual case studies illustrating the work Dentsu Inc. undertakes in BX and DX, and how they accompany clients in realizing future-oriented transformations.

BX/DX Output Session
In the afternoon, participants formed 19 teams of five for group work. Each group identified "current societal challenges," envisioned "the future they want to achieve," and developed a transformation plan down to a business model to realize it. Under overall facilitation by Shohei Kobayashi of Dentsu Inc. TFP Bureau, 38 frontline employees active in Dentsu Inc.'s BX and DX fields served as mentors, one per group.

First, each individual developed and presented their "transformation concept." Through group work, the team collectively refined each person's ideas.

The refinement sessions featured lively discussions in a friendly atmosphere .

Mentors facilitated the process, supporting discussions to encourage flexible perspectives and insights essential for transformation.

Finally, each group presented their refined "Future Visions." Despite the limited time, the freely conceived and polished visions energized the venue.

Additionally, a surprise guest appeared: Mr. Suguru Sano, CEO of Dentsu Japan and Representative Director, President and Executive Officer of Dentsu Inc. "In Dentsu's BX and DX initiatives, we place great importance on execution capabilities, in addition to the so-called consulting domain. What's crucial for execution is moving the hearts and actions of people—for example, if the client is a manufacturer, this includes those who make the products, those who sell them, consumers, and of course, people within the client's own company. That is also our strength. I hope today's experience provides you with valuable insights, and I look forward to working with you in some capacity in the future to build a better society."

Student satisfaction was high, with over 90% of survey respondents indicating they were "very satisfied." Feedback from students included comments such as: "The process of generating innovative ideas and groundbreaking concepts that individuals couldn't have conceived alone was stimulating," "I fully experienced the comprehensive strengths and appeal of your company's people, including their creativity and execution capabilities," and "This was the most meaningful time among all the internships I've participated in." Following the success of 2023, the 2024 program also concluded to great acclaim.

Details on the Dentsu Inc. BX/DX Internship "Future Transformation Conference" can be found here.
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