Creative

Yoko Shindo (Dentsu Inc.) × Nagi Yoshida (Photographer) "A new language to cross invisible boundaries"

What is creativity? The answer is surely not just one. When two completely different people meet, what kind of answer will emerge? "What's creativity?" A dialogue of differing perspectives. In the first installment, these two individuals speak.

Yoko Shindo, Nagi Yoshida

Special Feature: Cross-Perspective Dialogue "What's Creativity?"[1]

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Approaches to Solving Social Issues Considered Through the "Why Exhibition"

We spoke with members of "Shakatsu," Dentsu Inc.'s cross-organizational unit that planned "Why? Exhibition: The Excitement of Not Knowing," about the background, content, and response to the exhibition.

Watanabe Yuhei, Hitomi Matsushita, Usui Kenta, 桃林 豊

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"The 78th Dentsu Inc. Advertising Awards Exhibition" Opens at Ad Museum Tokyo on November 7

Ad Museum Tokyo (Shiodome, Tokyo) will host the special exhibition "The 78th Dentsu Inc. Advertising Awards Exhibition" from Friday, November 7 to Saturday, November 29. The 78th Dentsu Inc. Advertising Awards received 1,274 entries of advertising works implemented domestically between April 2024 and March 2025. Suntory Ho...

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Behind the Scenes of Dentsu Digital Inc.'s First AI Business Ideathon: How We Fostered Internal Culture

In 2025, Dentsu Digital Inc. held its inaugural AI Business Ideathon. Employees leveraged AI to propose diverse ideas, ranging from operational efficiency improvements to new business creation. How did this Ideathon, which attracted over 500 submissions, engage the entire company and what outcomes did it produce? We asked four members of the organizing committee about the behind-the-scenes mechanisms.

Hama Daiki, yuichi yagi, nishio kentaro, Kojiro Machi

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What is Dentsu Live Inc.'s "Experience Design" as seen in the innovation hub "Shibusawa MIX"?

Taichi Wakayama of the Experience Design Department explains Dentsu Live Inc.'s "experience design," born from the fusion of events and space businesses, using the example of Saitama Prefecture's innovation hub, "Shibusawa MIX."

若山 太一

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity[2]

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Young people who "want to engage more but can't take that step." The current state of workplace communication where people pass each other by.

Dentsu Inc.'s Youth Research Department conducted its first large-scale survey in two years, focusing on high school students, university students, and young professionals in their first to third years of employment. Based on these results, we created "Youth Insight Knowledge 2025," which unravels the values of young people. This time, we introduce part of the knowledge born from the survey, "The True Feelings of Seniors and Juniors Passing Each Other By," while offering hints to update workplace communication.

Oshima Yoshika

Dentsu Inc. Wakamon: "Youth Knowledge: Everything You Need to Know"[4]

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Future Voice Branding: What AI Agents Bring to the Future of Brands?

With the emergence of generative AI delivering dynamic, real-time interactive experiences, brands are moving beyond traditional customer engagement tools. The advent of generative search engines signals a shift from Search Engine Optimization (SEO) to Generative Search Optimization (GEO).

frog

The Present and Future of Design and Innovation by frog[47]

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Kewpie Mayonnaise 100th Anniversary. How to Envision an Exciting "Mayonnaise of the Future"

We would like to introduce the workshop held to consider the future of mayonnaise, coinciding with the 100th anniversary of Kewpie Mayonnaise.

Kentaro Yoshida, Takashi Igami, Noriaki Takada, Yumi Nakamura

Building the future begins with visualizing the will of the future.[7]

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Trend Words for October 2025

Advances in technology have made our experiences with products and services increasingly diverse and complex. As experience design that aligns with users' situations and elicits spontaneous engagement becomes crucial, attention is growing toward new approaches like "bellows print"—a printing technology expanding advertising expression—and "gameful design" incorporating game elements. Considering UX and CX with these trend words in mind may lead to the development of new business and marketing methods.

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Drawing inspiration from history! Examining the future concepts that shaped the "present."

In June 2025, the Dentsu Group cross-organizational unit "Future Business Creation Research" published its first book, "Future-Oriented Concepts: Shaping a Vision Beyond the SDGs." This series explains the "future concepts" central to the book's theme while offering insights on how to leverage "the future" for business.

Akane Yamada

Book Publication Commemoration! How to Envision a Post-SDGs Future[2]

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Shopping Streets You Can Walk Through on Your Phone? Rakuten Ouchi de Shōtengai's New Shopping Experience That Defies E-Commerce Norms

This time, we introduce "Shopping Street at Home," a digital shopping street jointly developed by Rakuten Group and Dentsu Inc.

Kenji Oda, Monthly CX Editorial Department, Taro Sugawara

Monthly CX[34]

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To implement inclusion in business, co-creation with those directly affected is key.

This series explores the "implementation" of inclusive design. We held a roundtable discussion with Tsukuba University of Technology and three companies from the Dentsu Group, all engaged in joint research and development centered on the theme of "inclusive design."

Seki-shima Akie, Kento Yamada, Takayuki Tani, Kazuhito Kida

How should companies approach the "implementation" of inclusion?[1]

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[Promoting Cross-Industry Collaboration] Initiatives Aiming for a Rich Coexistence Society for People and Pets Through Industry-Academia Collaboration

Mars Japan, in collaboration with Tokyo University of Science and Dentsu Inc., advanced an industry-academia partnership project. Students took the lead in tackling the challenging issue of "coexistence between pets and people who dislike, are uncomfortable with, or have no interest in pets." We share the background of this project, the nature of the efforts undertaken, and the new insights gained, including interviews with project members.

Satoshi Oshima, Hidee Kawai, Yuho Nakamura, Yuki Yamashita, Masaru Kakihara

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Can generative AI expand human qualities and connect the world?

Hitachi, Ltd., Dentsu Inc., and Dentsu Digital Inc. have announced "AI for EVERY" as an initiative to solve social issues using generative AI. In this roundtable discussion, the three companies share their perspectives on the potential and future vision of generative AI.

Kazuhito Ochi, Kishimoto Kazuya, Yuta Takahashi, Ochi, Hiroyuki, Takuya Akashi

Hitachi, Ltd. × Dentsu Inc. × Dentsu Digital Inc.: Tackling Social Issues with Generative AI![3]

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PR industry award entries are a great opportunity to get a "model answer"—reflection and revenge, and sometimes self-praise.

Numerous awards exist across the creative industries of advertising, marketing, and PR. What significance does participating in them hold? Winning an award is important for gaining recognition both within and outside the company. However, I believe there are other crucial benefits beyond "winning awards to gain recognition." In this article, Osamu Iguchi, who has served as a judge for domestic and international awards at Dentsu Inc., examines the trends among these many awards and the effects of participating.

Iguchi Osamu

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