Akira Suzuki

Creative Director

Dentsu
Tokyo

“People get accustomed to stimulation and it is difficult to obtain new and better results with outdated ideas and practices”

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Dentsu creative director Akira Suzuki is perhaps best known for his ability to bring creative disruption to bear in combating social problems, as illustrated by such groundbreaking campaigns as ‘Second Life Toys’, ‘The Shut-Down Island’ and ‘Sim-City Buildit’, all of which have been recognised at numerous award shows across the world. That kind of work also saw Suzuki named as one of Foreign Policy magazine’s Top 100 Global Thinkers in 2016.

How do you define innovation?
One step forward from the current best.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
‘Trash Isles’.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Volvo is one of the most innovative companies around. They are creating innovative marketing initiatives in various countries around the globe.

Describe a moment in your career that you would consider 'innovative.'
Always. As a creative, I am expected to deliver something effective. People get accustomed to stimulation and it is difficult to obtain new and better results than ever with outdated ideas and practices

Who do you admire for his/her approach to innovation?
My colleagues. My colleagues are always leading new advertising and PR in Japan with new creative. I can always get inspiration from them.

How do you get out of a creativity rut?
Knowing the past well is a shortcut to getting out of a rut. Without knowing the past, we cannot judge what is new and what isn’t new.

What advice would you give to the PR industry around embracing innovation?
Do not think that innovation is difficult. Innovation will come as you take one step from the current best. So, learn from past best practices.

What would you be doing if you weren't doing your current job?
Lawyer. I always got an A in law classes.

Favorite book/movie/podcast/article that's not related to PR/marketing/business?
Netflix series such as House of Cards, Black Mirror and Narcos.

What's your favourite time of day and why?
My favourite time of day is when I’m training at the gym. Exercising and sweating refreshes my head.

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