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The most important creators in Japan – June Maki
What are the most important creators in Japan thinking? It is a question that any you are considering working in Japan should ask. But for me, now has a narrower focus. I have embarked on a research project to examine social networks that link members of teams whose ads appear in the CTP Nenke (Tokyo Writers Club annual). Social network analysis software shows me that they are creative people more connected to the top of the world of advertising in Tokyo, but, after all, are these people? What are they thinking? That's what I know.
It helps that many of the winners are prolific authors and often are interviewed for pieces that appear in the advertising industry Japanese business press. And I have to read these things anyway, I thought I would share what I found in you. Your comments and questions will help me understand I'm reading and how the interviews that I hope to perform with them, some of the most famous Japanese advertising.
Consider, for example, June Maki Born in 1948, grew up in what was then a small resort down the coast from the sea, near Nagoya, the largest city in Aichi Prefecture, home of Toyota. Have a picture he drew in first grade published in a local newspaper prompted an early interest in art. However, when reached at Keio University, his advisor suggested to make the economy instead. In the meantime, had been a beach boy, a trombonist, and the graduate of a private school run by Christian missionaries where he studied English more than usual for a Japanese high school student. After graduating from Keio (think Yale in American terms), was hired as editor for Hakuhodo, Japan's second largest advertising agency. After making his bones there, it was independent, which, he says, mostly wanted that is twice as much office space as he would have remained with the large agency.
Maki belongs to a generation of writers who learned his trade in print. The ads that put him on track to become a legend Tokyo advertising campaigns were the target for the All Nippon Airways (ANA), one of Okinawa and other to Hokkaido. Both involve word games which is much more noticeable in the original Japanese than in English translation. Okinawa's announcement shows a teenager tanning in a bikini. Its characteristics suggest that it is half "," half-Japanese and half foreign, a combination very much in vogue at the time this notice is produced. Maki title says "toast girl is almost ready." The work is a common expression that means literally "The toast is almost ready." The heat, roasting / tan, a delicious experience, everything is there.
The announcement of Hokkaido plays under the name of the northernmost island of Japan and amplitude offering unlike most densely populated cities, where living Japanese. Hawaii may have a big island. Japan has "Dekker, Hokkaido" ie "big island of Hokkaido."
On the other famous ad, Maki was asked to create a public service message for Suntory canned beer to people to dispose of empty cans properly. The line he wrote says, "empty beer cans and broken love affairs, throw the trash nearest bin. "
Maki has recently been involved in the production of three new books, each a collection of chapters of other famous creative Tokyo. The "slightly better" series includes a bit better idea, a little better presentation, and a little better team. I'm going to take much more of what I write about my trials next of these books.
I am currently reading a little better team. At the launch of several, four in all, we see the serious play the principle of a creator at work. The first is entitled "The team is" Te-urn. "Maki It begins by observing that the world is awash with theories of organization. Most, however, fall into two broad categories, whether focused on leadership or human resource management. Both, however, tend to fall into familiar patterns that reflect the origin or bureaucratic military. Neither captures well what it means to be a team. When he says that a team is "I" uma " (Hands clasped together), evokes the image of hands gripping a baseball bat, each finger with his own work to do. But if you grip the bat properly, you can connect a home run.
The second introduction is entitled "Team" Koshiki "(composed of individuals). Here the game is the" Soshiki " the Japanese word for the organization composed of groups. This type of organization serves Japan and the postwar years, when all combined to make Japan's second largest economy in the world. But now that innovation requires free spirits to cooperate fully submerge their individuality, the advertising business can be a useful model for other Japanese industries. Installation of people with different skills to create something unprecedented, after all, what the advertising has been doing for long time.
The third introduction is entitled "The computer is a clash of characters." Effective teams are composed of people of strong character a lot of confidence in themselves and yes, in fact, going to crash. It is how conflict is managed that will determine whether a team is truly creative.
Finally, then, be introduced into fourth place, "How to use this book." Maki notes There are no recipes. The creators are invited to contribute just the kind of Strong individuals need an effective team, and each and every one has his own ideas. Each can be taken as a model, but none can be taken as the model. Gathering ideas may suggest synergies. That, after all, is the essence of teamwork.
About the Author
John McCreery is an anthropologist who has lived and worked in Japan since 1980. For thirteen of those years, he was a copywriter and creative director for Hakuhodo Incorporated, Japan’s second largest advertising agency. In 1984, he and his wife and business partner Ruth McCreery founded The Word Works, a supplier of fine translation, copywriting, research and consulting services to firms doing business in Japan.
You may also find articles by John at TalentZoo.com.
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