The advertising industry, itself, stands at a historic crossroads—a point of coexisting crisis and opportunity. What you can be sure of is the only agencies likely to survive in the 21st century are those that have over the last few years discovered new domains and successfully orchestrated structural changes. I believe the key to success is creativity.

Dentsu’s creative strengths are, simply, “height” and “pervasive presence.” The issues that agencies must resolve are becoming increasingly sophisticated and diversified, and in this environment, the creative domain is expanding as well. The Cannes Lions International Festival of Creativity—the world’s most influential advertising event—had 17 categories as of 2014. Whatever the category, from film to cyber, promotions, outdoor, design, PR, innovation, branded content and entertainment, and all the way to product design, Dentsu has the expertise to address any and all needs. Moreover, we have the high-level direction capabilities to integrate all these areas of expertise into the most ideal and most powerful solutions. If Dentsu, as an agency for tomorrow, prioritizes the use and integration of all these diverse components, we will gain a huge advantage.

In 2014, Dentsu was named runner-up in the Agency of the Year category at the Cannes Lions International Festival of Creativity. That is the best any Japanese ad agency has ever done. “Sound of Honda / Ayrton Senna 1989,” which captured the coveted Titanium Grand Prix, took Senna’s driving data and converted it into something emotional through the power of creativity. Dentsu complemented this coup with honors in a wide range of categories, including the first ever Health and Wellness Grand Prix for “Mother Book.” This recognition serves to validate the pervasive presence Dentsu has built across multiple domains and the height to which its innovation and creativity reach.

Of the 26 people who have received a “Creator of the Year" award from the Japan Advertising Agencies Association, which recognizes outstanding performances by creatives in Japan, 24 were Dentsu professionals. Looking at other results, such as recognition from the All Japan Radio & Television Commercial Confederation (ACC) for television and radio advertising, Dentsu demonstrates overwhelming strength in domestic mass media domains, including television.

The role that agencies have to fulfill going forward is evolving beyond simple solutions to client issues through advertising. Agencies need to be able to pinpoint all the issues that clients face in their operations at home and abroad and address them through approaches that utilize advertising as well as those that do not. The world faces a mountain of issues, so diverse in scope and bigger than anything ever seen before. Japan, in particular, is said to be showing the impact of social issues ahead of other advanced countries. I see this as an opportunity. If we can harness the power of ideas and use it to create solutions to prevailing issues, we will be able to bring some happiness to people around the world.

Dentsu will strive to establish itself as the world’s foremost solution company. Our job is to make the world a better place through the power of creativity.