R / GA, which has 19 offices around the world, is an interactive agency that solves client issues with the power of strategy, creativity and technology with the theme of “Connected by Design”. The company handles product and technology development and venture investment for new advertising creatives. The case has continued to gain acclaim at Cannes Lions, the world's largest advertising festival, and has become a leading global trend in the advertising industry.

Such R / GA finally established its Tokyo office in May 2017. The team is led by Masami Kazui, Managing Director who joined R / GA after playing an active part in various fields, such as deploying the iPhone to the Japanese market at Apple and promoting the company-wide mobile strategy at the Rakuten Group. Mr.

This time, we talked to Mr. Kazui, who is well versed in both Japanese and overseas business sites, about the reasons for R / GA's entry into Japan, and the qualities required of a country manager who plans strategies in each country.

Interview and text: Takato Ichiki Photography: Keita Tamamura

“従来の広告会社の考え方にとらわれない人材こそがイノベーションを起こすと考えたんです。

HIP Editing Department (HIP) : First of all, can you tell us how R / GA entered Japan?

筈井昌美氏（以下、筈井）：R/GAの創設者でCEOのボブ・グリーンバーグ（以下、ボブ）はもともと日本が好きで、かねてから進出を視野に入れていました。ただ、日本の広告市場は大手広告代理店がシェアの多くを取っているという現状があり、そこに参入するべきかどうかは慎重に検討を重ねていたんです。

そんななか、日本の広告市場において、R/GAが得意とするデザインやクリエイティブに関するニーズが高まってきたこと、AIやIoTなどのテクノロジーが広告クリエイティブを実現するための手法として成熟してきたことが契機となり、R/GA東京オフィスは設立されました。

HIP A: You originally felt attractive to the Japanese market.

Kazui :I agree. Bob seemed to think that touching the culture of a country where traditional culture and the latest technology are fused, like Japan, would be a plus for R / GA. With the Tokyo Olympics in 2020 ahead, all Japan's markets, especially sports and entertainment, will be exciting.

HIP : How was the preparation for opening the Tokyo office proceeded?

Kazui : I joined R / GA as a representative of the opening of the Tokyo office, assuming no prior experience in the advertising industry. R / GA has a policy that "human resources that are not constrained by traditional advertising agencies will innovate", and in particular, the position of this representative was looking for experienced people from other industries. Over the next six months, we have added more diverse staff and established a system.

HIP : What are the specific effects of joining a team from another industry?

Kazui A: After all, a team that mixes multiple cultures gives a wider range of ideas. I have some insights from Apple and Rakuten, and the members who have set up the R / GA London office give their opinions on global standards. In this way, we are consciously creating a system where people with different backgrounds can discuss from each viewpoint.

In addition, the environment surrounding the advertising industry has had a significant impact. Because, simply thinking about promotion is no longer an "advertising". That's why you need to expand your business horizons, from Internet-based interactive campaigns, to app creation, to investing in companies that create technologies that drive new advertising.

“I realized that it was important to verbalize our vision so that more than 2,000 staff around the world could work in the same direction.

HIP : In R / GA, you have a culture of inviting members from outside the industry to realize new advertising creatives. However, it is a brave decision to move into the advertising industry, where Mr. Hayui has no experience. What attracted you to R / GA?

Kazui : In my career path, I always wanted to do something new and pursue interesting things. Apple experienced the entry of the iPhone into the Japanese market, and the Rakuten Group promoted cross-company mobile use, but I think I would not be able to produce good output unless I was excited about it.

I came across R / GA when my work at Rakuten was cut off, and I was interested in building a new platform and economic zone next to mobile. In addition to the usual advertising agency business, I learned about the breadth of the business area, such as corporate consulting, venture support, technology development, and also developing my own products specialized in the IoT field, and here I touched on new technologies and creations I decided to join the company because I could do some exciting work. Talking with Bob and Jim, the boss of the Singapore office, my current boss, I was really attracted to people.

HIP A: With the background and nationality of the members being different, what kind of communication and vision do you have with the offices in each country?

Kazui : Every week there is a video conference where all executives from each country gather to share the latest information. For example, if you have a client from another country who wants to contact Japan, let's talk here.

At the beginning of the meeting, Bob talks about the themes and thoughts he is interested in, but one of the hallmarks is that the same topic is repeated over and over. At first, I was wondering, "Why do you repeat the same story so far?", But in order for more than 2,000 staff members around the world to work in the same direction, verbalization of vision was necessary. I realized that it was important to communicate many times. When you hear it repeatedly, it naturally comes into your head.

HIP : What kind of theme often appears?

Kazui : The recently raised theme is "Connected Space". This is to create a more comfortable space using technology, one of our business areas. The concept of retail and spatial design in R / GA is based on three pillars.

⑴ A person (should reflect the emotions and functional needs of the people there)

ス ペ ー ス Space (should be designed to encourage human behavior and emotions)

⑶ System (Use digital tools to personalize and adapt the space so that individuals can use it comfortably)

These are based on the design, and the space is designed and operated. In fact, we plan to practice this in our New York office and provide it to our clients.

R / GA currently has a company-wide vision of "Connected by Design," and this vision itself is now being reviewed approximately once every two years. It's an industry where the environment changes quickly, and the needs of our clients are constantly changing in line with that, so we are aware that we must continue to change.

This is not the main area at the moment, but if the environment changes, “Connected Space” may grow into a business that will become the pillar of R / GA in the future. To keep up with these changes, Bob is sharing his vision across the company, catching up on the latest themes that he is interested in.