When people would rather pay than watch ads:

I’ve been immersed in this industry for over 25 years in creative roles. With extensive experience across diverse communication groups, I’ve contributed to the substantial success of numerous brands, spanning automotive, luxury goods, and fast-moving consumer goods. In the face of a rapidly changing communication landscape, especially in an era where people prefer to pay to bypass ads, how can we continue to achieve success?

I always start by remembering that advertising is not essential. Air, food, water, and love: these are what people truly need. Not advertisements. Therefore, let sei-katsu-sha* lead the way. Consider how much attention you pay to ads when not actively seeking competitor information. As a reader, what emotions arise in response to those intrusive banners? During your daily commute, what thoughts cross your mind? And how do you decide what to eat for the day?

Creating from the viewpoint of sei-katsu-sha, we can find resonance and identify what a brand should convey and undertake beyond impactful expression. When resonance is achieved, people willingly embrace advertising and even become advocates for the brand.

Even as we continually refine our technology and expertise, human nature remains constant. Create works that would move you as a sei-katsu-sha rather than an advertiser. And forget that not only are our target audiences sei-katsu-sha, but also our partners, clients, and ourselves, each with own purpose and aspirations.

* “Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams.

Roles and titles current when this article was published in March 2024.