The appointment of Mitsushi Abe as executive director of Beacon Communications lights up in July. Under Abe’s direction, Beacon Communications creates a new type of advertisement beyond media framework to strengthen and expand the agency’s creative abilities.
In the decade starting 1990 when he joined Dentsu Kansai, Abe was copywriter and CM planner in its creative department. He came on loan to Beacon as creative director in 2001 where he stayed until 2006, the year he returned to Dentsu in their Tokyo Head Office. Abe was integral to many domestic and international accounts as diverse as manufacturing, consumer goods, bank credit cards and media. Among his accolades are the New York Festival and the Asia Brand Marketing Effectiveness awards.
Abe believes Beacon must be a leader of a creative laboratory inventing new advertising communications, not only selling advertising, but producing new ideas outside of stereotypes into holistic forms understood worldwide. Aiming for speedy, tempting and inexpensive creatives, Abe explains as using communication design methods where hot ideas come a little before their time, originally attractive and cost-efficient.
To Abe, the new man behind Beacon, “advertising should be made in such a way that upon seeing it, it firmly remains in your memory or moves your heart. It should address the essence of humanity (because) good things spread beyond generations.”
