Planning and Proposing

This is a completely fictional story.

In a certain region, there was a rapidly growing butcher shop run by a charismatic founder and president.

They handled Wagyu, domestic Japanese beef, and imported beef, but you wouldn't find pre-sliced products labeled "for shabu-shabu," "for yakiniku," or "for stew" on their shelves. Instead, customers would consult the staff about what they wanted to do—like "BBQ for five adults" or "make a curry packed with chunks of meat for 2000-3000 yen"—whether it was chicken or pork, and only then would the staff suggest and cut the meat for them. Honestly, the prices aren't cheap, but they've steadily gained loyal fans, becoming a popular spot with weekend lines.

Then, the charismatic founder acquired a local seasoning manufacturer and a pickle (mainly kimchi) maker. Establishing "Comprehensive Meat Entertainment" as their concept, they planned to expand into Tokyo. When they consulted an advertising agency about their overall communication strategy...

The advertising agency representative proposed a new logo, PR plan, and a triple-media advertising campaign integrating TV, digital, and OOH, all based on the "Comprehensive Meat Entertainment" concept established by the founder.

...This is (I know, I know, completely fictional) a story. Having heard this far, what do you think of this advertising agency's work?

I imagine that perhaps this "charismatic founding president" is the type who is very confident and doesn't listen much to others. And naturally, the ad agency also has the mindset of not wanting to anger a new client.

But then I think: "Setting aside what the final proposal might be, why not start the planning by first looking at the relationship between consumers and the client company on a level playing field?"

If I were an employee at that ad agency, based on what I've heard so far, it seems to me the secret to this shop's success lies in its system where you can't buy meat without consulting a staff member. In other words, the connection (concept) between the customers and the shop there can be inferred to be something like "meat consulting."

Alternatively, after detailed on-site observation, the proposal might suggest a "Meat Theater" concept where cast members take center stage (with staff actually playing a much larger role).

If the store's actual concept is "meat consulting," then PR efforts should focus on communicating "We have this unique and interesting offering." Conversely, if it's a "Meat Theater" concept starring the cast, then introducing the staff as "Look at these fascinating employees!" becomes essential.

The mindset that "we must start with the 'Comprehensive Meat Entertainment' concept or risk displeasing that charismatic founder" is a form of mental stagnation that risks lowering the quality of the proposal.

In other words, unfortunately, "Comprehensive Meat Entertainment" is a "pseudo-concept" with no real focus. Even if you ultimately propose something concrete, like "...this is how your company practices 'Comprehensive Meat Entertainment'," if you don't first find a unique connection with consumers – like "meat consulting" or "Meat Theater" – and use that as your starting point during the planning phase, you won't generate unique, concrete strategies to convey this store's appeal.

Recently, during repeated Creative Dialogues* within the company, I've had several opportunities to reflect on how being a good partner to clients differs from simply swallowing their words whole... This led me to consider the distinction between "planning" and "proposing."

※Creative Dialogue: A forum for discussing methodologies for concept "manufacturing" and "quality control." Held over 300 times within Dentsu Inc. (For details here )

Now then. Looking back, over ten years have passed since we assisted with the Snow-Fed Wagyu from Obanazawa City, Yamagata Prefecture. Thankfully, you can still buy that delicious meat today at Ginza Mitsukoshi and Kataba San.

Case Study: Obana City's Yukifuri Wagyu / Part 2 | Web Dentsu-ho

Speaking of which, the "CONNOISSEUR OF BEEF" in Kataba San's logo means "expert in beef." Consulting this shop truly offers various ways to enjoy Wagyu. Tonight, I stir-fried Snowfall Wagyu trimmings and sprinkled frozen sansho peppercorns. No matter who cooks it, it's undoubtedly exquisite. It makes both sake and rice disappear endlessly.

Please, enjoy!