The Dentsu Way: Secrets of Cross Switch Marketing from the Worlds Most Innovative Advertising Agency

335 Pages·2010·5.61 MB·English

by  Kotaro Sugiyama

The
Dentsu
Way
This page intentionally left blank
Secrets of
Cross Switch Marketing
from the World’s
MOST INNOVATIVE
ADVERTISING AGENCY
The
Dentsu
Way
KOTARO SUGIYAMA
TIM ANDREE
AND THE DENTSU CROSS SWITCH TEAM
New York Chicago San Francisco Lisbon
London Madrid Mexico City Milan New Delhi
San Juan Seoul Singapore Sydney Toronto
Copyright © 2011 by Dentsu Inc. All rights reserved. Except as permitted under the United States
Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any
means, or stored in a database or retrieval system, without the prior written permission of the publisher.
ISBN: 978-0-07-175278-7
MHID: 0-07-175278-1
The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174812-4,
MHID: 0-07-174812-1.
All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every
occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefi t of the trade-
mark owner, with no intention of infringement of the trademark. Where such designations appear in this
book, they have been printed with initial caps.
McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or
for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-
hill.com.
This publication is designed to provide accurate and authoritative information in regard to the subject matter
covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering
legal, accounting, securities trading, or other professional services. If legal advice or other expert assistance
is required, the services of a competent professional person should be sought.
—From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a
Committee of Publishers and Associations
TERMS OF USE
This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGrawHill”) and its licensors re-
serve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the
Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile,
disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute,
disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You
may use the work for your own noncommercial and personal use; any other use of the work is strictly pro-
hibited. Your right to use the work may be terminated if you fail to comply with these terms.
THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARAN-
TEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RE-
SULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT
CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESS-
LY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO
IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.
McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will
meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its
licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in
the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any
information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be
liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the
use of or inability to use the work, even if any of them has been advised of the possibility of such damages.
This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises
in contract, tort or otherwise.
cONTENTS
Foreword by Tim Andree vii
Acknowledgments ix
Introduction xi
Part 1 Dentsu comes of Age 1
Chapter 1 The Origins of the Dentsu Way 3
Chapter 2 Breadth and Depth: An Overview
of Dentsu’s Scope and Services 25
Part 2 The cross communication Imperative 49
Chapter 3 From AIDMA to AISAS: The Growing
Importance of Cross Communication 51
Chapter 4 Cross Communication: A Look at What
Makes It Work 85
Chapter 5 Creating Scenarios for Cross Communication 113
| V |
CONTENTS
Part 3 Putting cross Switch into Play 161
Chapter 6 Case Studies of the Cross Switch Way 163
Chapter 7 The Cross Switch Design Process 211
Chapter 8 From Insight to Scenario Creation 223
Chapter 9 Structure Design and Measurement
for Cross Switch 243
Epilogue 265
Appendix 1 Outline of Cross Communication Behavior Survey 273
Appendix 2 Dentsu Group Trophy Case 277
Appendix 3 Biographies of Key Dentsu Contributors 285
References 291
Index 295
| VI |
FOREWORD
There is a fundamental difference in the way marketing communi-
cations developed and evolved in Western markets and in Japan. In
the West, the various marketing disciplines—advertising, direct mar-
keting, public relations, promotion, design, events, sports marketing,
and, more recently, digital advertising—were the province of “focused”
agencies. In the 1970s, when advertising companies began to acquire
or build these capabilities, they tended to leave them as freestanding
entities. Integration was promised, but not often realized, as man-
agement teams competed for revenue and corporate attention. In the
1980s and 1990s, this model was replicated for media services, which
were unbundled from the advertising agencies.
The Japanese agencies, led by Dentsu Inc., followed a completely
different path. From its founding in 1901, integrated marketing and
communications design have been at the heart of Dentsu’s offerings to
its clients. Dentsu never unbundled its services. Today, Dentsu enjoys
a 22 percent share of the marketing communications business in the
| VII |
FOREWORD
world’s second-largest market. This is proof of the validity and efficacy of
Dentsu’s approach to integrated marketing and communications design.
That approach was revealed for the first time in the book, CrossSwitch,
which was published in Japan in 2008 and instantly became a business
bestseller. It is an approach that addresses the enormous complexity of
today’s media and branding environments. The Cross Switch approach
deftly combines deep consumer insight, sophisticated quantitative
modeling, and smart innovation to deliver solutions that have been
tested in one of the world’s most intensively competitive markets.
Having proven the Cross Switch approach in Japan, Dentsu is now
bringing it to global markets. The time is right. As the media landscape
continues to fragment and consumer purchase behavior changes dramat-
ically, marketers cannot rely on old methodologies. Innovation is now a
necessity. Cross Switch not only promotes a different way of thinking
about marketing communications, but it helps take the guesswork out of
the decision-making process with rigorous analytics.
A decade ago, one might have questioned the relevance of a
Japanese marketing methodology to international markets. Today, we
live in a truly global market, where consumer homogenization is pro-
pelled by instant access to a common information stream. The Cross
Switch approach is not Japanese; it is universal. We share it in the hope
that it will help marketers be more confident and successful at making
decisions in an increasingly complex and challenging world. Fur-
thermore, as Dentsu builds its operations outside Japan, we are infusing
them with this unique set of abilities to make Cross Switch methods an
integral part of our global offering to clients.
Tim Andree
| VIII |
AcKNOWlEDGMENTS
Ia m fortunate to be part of a company that attracts the best and brightest
talent in Japan. Cross Switch is the product of more than 100 years of
day-to-day experience, but pulling it all together has been a labor of love
for the Dentsu Cross Switch team:
Shun-ichi Akai: Planning Director, Dentsu Inc.
Hideaki Haruta: Chief Analyst, Dentsu Inc.
Yasushi Hidaka: Chief Planner, Dentsu Inc.
Naoto Ichimaru: Chief Planner, Dentsu Inc.
Satoshi Ishigai: Chief Planner/Team Leader, Dentsu Inc.
Mamoru Nishiyama: Chief Planner, Dentsu Inc.
Kenzo Setoguchi: Senior Director, Media and Marketing, Dentsu
Network West
Takaharu Tokunaga: Planning Supervisor, Dentsu Inc.
| Ix |