Creativity, this “Golden Ticket” of business and notoriety too often forgotten.
※本講演では、音部大輔氏が、先月のDigital Marketing One to One（Biarritz, France）の基調講演にて、欧州のエグゼクティブ達に対して実際に話された内容をそのまま再現いたします。以下、サマリーもそのまま原文にて掲載いたします。
Companies must today give pride of place to the creation, first carrier of business.
The creative process seems to become the essence of business within marketing strategies: without creativity, how can a brand expect to be differentiating and create brand awareness?
With Daisuke Otobe, this plenary will include the case of Sanrio, the Japanese company that designs, licenses and produces a series of products inspired by Japanese popular culture. Especially the character of Hello Kitty, which is sold worldwide. From the first copyright in 1976, to the catalog of 22,000 derivatives today, to his appointment as ambassador for UNICEF in 1983, how a society stands out and creates a reputation through creative processes systematically renewed.
Business has everything to do with creativity.