CyberAgent, together with Professor Emeritus Masahiko Sato of Tokyo University of the Arts, establishes “Sumikko Planning Office,” a specialized organization specializing in project proposals | CyberAgent Co., Ltd.
CyberAgent Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Susumu Fujita, Tokyo Stock Exchange Prime Market: Stock Code: 4751) is working with Professor Emeritus Masahiko Sato of Tokyo University of the Arts to propose plans to address issues faced by advertisers and society in the Internet advertising business. We are pleased to announce that we have established the Sumikko Planning Office, a specialized organization specializing in.
As media continues to diversify, we believe it is important to develop advertising expressions that are acceptable to users, taking into account advertising algorithms that differ for each media. Starting from 2018’s “Development and Research of New Expression Methods Utilizing Brain Science” (*1), from 2021 we will be focusing on “Exploring and Establishing ‘Rules’ for Expression on YouTube” with the theme of “6 Seconds”. We have been working with Professor Masahiko Sato and others on various initiatives to pursue new advertising expressions, such as conducting two joint research projects (*2) with the “Advertising Research Group” and the “YouTube Channel Research Group.”
The “Sumikko Planning Office”, which will be established as a creative organization for the Internet advertising business, was born as an evolving initiative of the “6-Second Advertising Study Group”, which aims to explore and systematize the “rules” of expression in YouTube advertisements. did. In this organization, Professor Masahiko Sato has been appointed as the creative director, and our planners and producers who participated in the “6-Second Advertising Study Group,” as well as Kentaro Hirase of the design studio “CANOPUS,” are affiliated with this organization.
The “Sumikko Planning Office” primarily engages in two activities: “Ideas for Clients” and “Ideas for Society.” “Idea for Client” proposes concrete advertising plans based on the concerns and issues that companies actually face. We will propose a project that challenges these five anxieties: dissatisfaction, complaint, anxiety, unhappiness, and suspicion.
Because we are an organization that focuses on themes that have not yet been noticed and forgotten issues in the world, and specializes in “third ideas” that are different from planning proposals for ordinary advertising projects and come up with ideas from a unique perspective. We named it “Sumikko Planning Office.” We aim to realize new forms of expression that have never been seen before through our organization’s unique perspectives and proposals for society and businesses.
CyberAgent will continue to contribute to maximizing the marketing effectiveness of advertising companies, and will actively develop services and marketing methods that create new value in the field of Internet advertising, without being bound by conventional customs and common sense. I’m going.
*1 In 2018, we began joint research on expression with Professor Masahiko Sato in the advertising creative field.
Research and development of expressions that can express latent cognitive abilities in humans based on knowledge of brain science
https://www.cyberagent.co.jp/news/detail/id=21940
*2 Started joint research on expression on YouTube with Professor Emeritus Masahiko Sato in 2021.
Launched two study groups on “advertising” and “content” with the theme of “rules” of expression on YouTube
https://www.cyberagent.co.jp/news/detail/id=26732
“Sumikko Planning Office”
■Belonging members
・Masahiko Sato
・Kentaro Hirase (CANOPUS)
・Shuhei Watanabe (CyberAgent)
・Kota Ninomiya (CyberAgent)
・Kenji Shigematsu (CyberAgent)
・Chishinori Kato (CyberAgent)
・Masanao Kuwabara (CyberAgent)
・Tatsuya Nakano (CyberAgent)
・Maako Horonoue (CyberAgent)
Comment from Masahiko Sato
New answers are born in every corner.
Most things in the world are discussed, decided, and proceed in the middle.
In both politics and business, the mainstream holds sway.
That’s true, and it’s also the way the world operates.
But at that time, is what is newly decided truly new?
Will it dramatically create the next era?
Please remember the following fact:
For example, Steve Jobs assembled the first microcontroller in his garage.
For example, Momofuku Ando invented cup noodles in a shed in the corner of his garden.
They were extremely “in the corner”. I was never in the middle of the industry. That’s why I was free without a mark. He envisioned a new stage, and was both in agony and joy at “Sumikko”.
For example, Sony, which introduced the Trinitron and Walkman, had the following philosophy. “Since it’s something that doesn’t exist in the world yet, even if you ask consumers and do a survey, you won’t get an answer.”
At this time, Sony was consciously a “corner” company.
In search of new answers, we have created a small planning office here. It’s called “CyberAgent Sumikko Planning Office.” Think about the problems of the world from the “Sumikko”. In “Sumikko”, we will think concretely about the next world.
I’m waiting for a case that doesn’t have a place to go. Please send it to the “Sumikko Planning Office”.
——— New answers are born in the corners.Masahiko Sato
Masahiko Sato
Professor Emeritus, Tokyo University of the Arts
Born in Shizuoka Prefecture in 1954. He graduated from the Faculty of Education, University of Tokyo.
Since 1999, he has been a professor at the Faculty of Environment and Information Studies, Keio University.
Since 2006, he has been a professor at the Graduate School of Film and New Media, Tokyo University of the Arts.
Professor emeritus at Tokyo University of the Arts from 2021.
Specializes in educational methods and expression methods. With the theme of “How can we convey this message?”, we have developed new expression methods in video, animation, songs, and graphic design. He engages in activities that transcend disciplines, such as research on expression based on knowledge of brain science.
His main works include books: “Masahiko Sato’s Complete Work” (Madra Publishing), “Isn’t That the Economy Is It? Conference” (co-author, Nihon Keizai Shimbun), “Mathematical Curves Hidden in Everyday Life” (Benesse Educational Research and Development). Center/Shogakukan), “Organizing Thoughts” (Kurashi no Techosha), “A New Way to Understand” (Chuokoron-Shinsha), “Mole Bus” (Kaiseisha), Pitagora Device DVD-book (Shogakukan), “I Want to Solve It” Mathematics” (Iwanami Shoten).
PlayStation software: “IQ” (sony computer entertainment).
Lyrics: “Dango 3 Kyodai”, “Ride the Corolla 2 (sung by Kenji Ozawa)”.
TV shows: “Pythagora Switch”, “The Thinking Crow”, “2355/0655”, “Texico”.
Installation works: “Garden of Calculation”, “Fingerprint Pond”.
Exhibition direction: “An exhibition where I have to admit that this is also me”, “My first me (Milano Salone 2018), etc.
Major awards include Asahi Advertising Award Supreme Award, ADC Award Grand Prix, ACC Grand Prix, 1991 Creator of the Year, Mainichi Design Award, Japan Record Award Special Award, Japan Award Minister of Internal Affairs and Communications Award, New York ADC Gold Award, Japan Media Arts Festival Excellence Award, Mathematical Society of Japan Award Publication Award, D&AD Award, 2011 Art Selection, 2013 Medal with Purple Ribbon, 2014 and 2018 Cannes Film Festival Official Invitation to Screen in the Short Film Division, 2020 Yomiuri Advertising Award Best Awards, Japan Media Arts Festival Grand Prize, etc.
Kentaro Hirase
Born in San Francisco in 1986.
Graduated from Keio University SFC Rei Wakita Laboratory.
Graduated from Masahiko Sato Laboratory, Graduate School of Film and New Media, Tokyo University of the Arts.
2013 Established design studio “CANOPUS”.
In 2020, co-chaired the director group “May” with Masahiko Sato and Yutaro Seki.
Major awards include the 2014 and 2018 Cannes Film Festival Official Invitation to Screen in the Short Film Division, the Asahi Advertising Award, and the D&AD Award for Wood Pencil.
Participation in major art exhibitions includes 21_21 DESIGN SIGHT special exhibitions “Kome Exhibition” and “Rules? Exhibition”, “2121 Futures In-Sight Exhibition”, etc.
■Inquiries regarding this matter
CyberAgent Co., Ltd. Internet Advertising Business Headquarters Public Relations
E-mail: honbu_pub@cyberagent.co.jp
