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Series「Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms」

2025/11/25

Goodbye, Mid-Term Plan Dilemma! Introducing the "Accumulation" × "Backward Calculation" Approach

Major corporations are now opting out of publishing mid-term management plans (MTPs). Against a backdrop of heightened business uncertainty, rigid numerical targets have become counterproductive risks, leading more companies to choose flexible, agile management disclosure. "Thinking in terms of 'accumulation' may reach the original target...

Hiroyuki Kubo

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Idea

2025/04/24

What you should think about next if you're satisfied after generating 100 ideas

Ideas are everywhere, but simply generating them isn't enough—judgment is always necessary. So Yamamoto of Dentsu Consulting Inc. and Yuhei Imai of design firm kenma, known for creating hit products, discuss how to elevate idea generation into a valuable process.

Yamamoto Hajime, Yuhei Imai

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2024/12/16

Overcoming the Dilemma of Business Vision: The Three Intersections of "Strategic Soundness" and "Ideas' Passion"

Developing a vision for the future of your business is a crucial activity for any company. But isn't that vision somehow becoming something "other companies could also aim for"? We explain the "three intersections" that make it easier to combine solid strategies with ideas that enhance uniqueness.

Yuta Nomiyama

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2024/11/27

Leveraging "right-brain talent" is key to further enhancing corporate functions.

Trends in group organizational restructuring have evolved over time, but over the past 20 years, "streamlining and enhancing corporate functions" has become particularly important. We will review these trends and explain the importance of "right-brain talent" in the future advancement of corporate functions.

Katsuhiko Fukuda

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2024/10/09

What are the conditions for an organization that consistently generates innovation?

The continuous creation of innovation and new ventures is an essential activity for companies. The key point is not the presence of ideas, but rather that an "organizational foundation" is first in place. This article explains how to build an organization capable of continuously generating innovation and new ventures.

Fukushima Kei

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2024/07/23

To the Shin Publicity Department. The Trend Toward Transformation into a "Marketing Organization"

Takashi Uozumi of Dentsu Consulting Inc., who supports corporate DX as an "external stakeholder," proposes the "New Advertising Department" to integrate and optimize the functions of customer-facing organizations in the DX era.

Takashi Uozumi

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2023/04/14

Catch Two Birds with One Stone—or Even Three!? The Story of "Digital Service Development × Operational Efficiency"

Katsumi Akieda of Dentsu Consulting Inc., who supports corporate DX as an "external stakeholder," introduces one approach concerning "digital service development" and "business efficiency."

Katsumi Akieda

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2023/01/26

The key to growth for Japanese B2B companies lies in "Corporate Branding × Business Strategy"!

Moving forward, "corporate branding" that communicates "emotional value" to all stakeholders involved in purchasing decisions and gains their empathy is indispensable. Hiroshi Tanaka of Dentsu Consulting Inc. explains two important guidelines for corporate branding.

Hiroshi Tanaka

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Management/Business

2022/08/30

The key lies in employee happiness. What is the "Happiness Management" envisioned by TOYOTA CONIQ, Inc.?

What does "happiness at work" mean? A project called "Happiness Clinic," which directly tackles this big question, has started at TOYOTA CONIQ, Inc.

Takashi Uozumi, Hiroki Watanabe, Ritsuko Nishinai, Satoshi Tanaka

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Marketing

2022/06/22

"Purpose" is the ultimate expression of "what makes our company unique."

Companies that successfully establish their purpose gain consumer trust by demonstrating that their products align with the company's values, and they also see improved employee engagement. To prevent purpose from becoming just a passing trend, this article introduces three key points to keep in mind.

Takuya Kagata

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

Management/Business

2022/04/15

"Consulting firms" and "advertising agencies" – competing and converging!?

"Consulting firms" and "advertising agencies." These two entities, which once served entirely different functions, have gradually begun competing in the business domain in recent years. We spoke with executives Katsumasa Yagi and Masataka Sugimoto of Dentsu Consulting Inc., which positions itself as a "growth-focused integrated consulting firm," about the new nature of consulting.

Katsumasa Yagi, Masataka Sugimoto

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms[11]

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