Background

In feudal Japan, samurai served under a single master. For better or worse, that work style hasn’t changed. When Japanese apply for work, they tend to emphasize their loyalty to the organization. As the oldest and largest ad agency in Japan, Dentsu had a reputation of being an old-fashioned company that expects obedience. As a result, job applications at Dentsu have dropped.

Describe the creative idea (40% of vote)

Dentsu decided it was time to update their image. They developed a revolutionary recruitment scheme… That emphasized not individuals working for the company, but individuals using the company for their own ends.We call it, Use Dentsu. Not once in our over hundred years of history have we ever conveyed such a message.

Describe the execution (40% of vote)

“Don’t get used by your company. Use your company.” To promote this message in their recruitment materials, Dentsu created a user’s manual. The booklet, distributed to college students across Japan, introduced the company’s personnel and organization as tools that employees could use to achieve their dreams. Dentsu even redesigned its offices during recruitment season to better reflect this idea.

List the results (20% of vote)

Thanks to this integrated approach to conveying their new message… Dentsu received over 25,000 job applications, an increase of 35% compared to the previous year. The initiative also enjoyed positive responses across social media platforms. Once considered one of the most conservative companies in the industry, Dentsu had shed its old skin and become a champion of new workplace values in Japan.