It’s has almost become a routine for me to visit agencies when I visit a foreign land, like I did with TBWA/HAKUHODO last year. This time, it had to be the largest agency in all of Japan, the advertising giant, Dentsu Inc. With 6000 clients worldwide, Dentsu is the third most awarded agency in the world. When Hidetoshi, a copywriter from Dentsu told me that his mammoth of a company had 8000 staff, I didn’t know what to expect. The largest agency in Singapore is probably no more than 600 people, and while most of them had their own unit, none of them had their own building. Dentsu had a 48-floor one that had 70 elevators, including one reserved especially for VIPs and executive management.
No, they aren’t occupying a few levels here and there. They are occupying ALL 48 floors of the eleventh tallest building in Japan. I made my entry known to one of the six bi-lingual receptionists and she made a call to Hidetoshi. It was lunch time so Hidetoshi brought me to one of their five restaurants. After a rather decent lunch, Hidetoshi brought me around the maze of a place. He first showed me his work area which had the most magnificent of views. Along the walls, were posters of recent very prominent ads that you would have seen on the trains which makes it feel like all ads in Japan are probably by Dentsu.
Naturally, Hidetoshi brought me to the interactive department where I met So George Sugitomo, one of the many creative directors in the department. Born in the states, Sugitomo spoke to me fluently about some of their recent work, including the Nekonimi that I previously featured and the I-Butterfly that he was the lead creative on. He also spoke of the group of rockstar creative directors leaving to form PARTY.
I’ve always felt an agency should should be an inspiration to all creative people. From its work, to its people and even it’s office, can be used to attract talent. I can say for sure that Dentsu made me want to master my Japanese and work in these great halls in the near future.
Okay, this is already bigger than my current agency.
When you have 6 gorgeous receptionists, you win over the clients at the start.
You'll see collaboration artwork everywhere, just because they can.
Canteen style cafeteria…
Fancy such a view when you work?
Mr So George Sugitome
Going up.
Just a humble meeting room.
