TOKYO – “Content is King,” they say. Today, various types of content—digital content, in particular—has been ruling the world of advertising. Adapting to this reality is what stirred the ideation of the Dentsu Content Business Design Centre. The launch of the centre hopes to further help clients transform their businesses with content that audience want to connect and engage with.
“We are the division that has a hundred forty content specialists and we handle all genres of content. These are not only just for investment, but we also create and produce together with the content holders. We handle rights and licensing, and we are getting into e-sports and the arena business as well, ” shares Reiko Kunieda, Director of the Dentsu Content Business Design Centre.
In addition to crafting major communications, delivering sports, films and music content that excite and inspire people is also part of Dentsu’s innovation. Investing on content and intellectual property, merged with the agencies’ ideas that captures people’s imagination and connect to popular culture. Through the Dentsu Content Business Design, the agency and brands can further enhance the experience for its audience, thereby strengthening its connection and engagement with them.
“Sometimes brands come to us for solutions campaigns, solutions to younger audiences and use talents in their campaign. Sometimes we try to produce original campaigns together and sometimes when we do create or produce original contents in Dentsu, we try to do that together with brands. So sometimes we approach from our side, and one example for me is that my recent project that I produced called Sakuya Lumina.”
Sakuya Lumina is an enchanted night walk at Osaka Castle that opened last December. The park offers visitors a magical experience with its interactive digital art and spectacular lights and sounds.
“Because we were trying to make a very nice good project for this night entertainment market which was open in Japan. Together with Osaka City, and Yoshimoto which is the biggest talent agency in Japan and also Moment Factory, the world’s most leading multimedia company in Montreal. Together we created this night walk entertainment called Sakuya Lumina and because Osaka is the number one tourist place in Japan and a lot of brands came to us because they want to encounter, they want to reach these audiences through this activity.”
Further, when a company creates blockbuster content, Dentsu could maximize this by developing secondary businesses such as toys and fashion items. This would enable Dentsu to introduce the company’s content to advertisers, ensuring that the content is not only persuasive, but also ‘further-future’-ready.
“The reason that we formed this content business design department two years ago is actually your answer because all these circumstances, all the changes in the advertising market is leading our brands and customers to more digital content and digital media, therefore I think entertainment is a really great vehicle to reach them. Thus our challenge for the new era is to have more content entertainment through digital vehicles as well as how we adopt [and serve] these new audiences.”
