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2011/06/07


Prologue

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わたしが、銀座のちいさな代理店に、つとめていたときの話。
ちいさな会社のいいところで、若い行動力と、異端を推進する力があった。
もっとも甘やかされた環境で仕事をしていた頃でもある。

「これからの広告会社やデジタルビジネスは、どうなるんだろうね?」という問いに
久々に日本に居た年末年始、1万字の作文を書いたら、ときの上司はにっこり笑って
「もう二度ときみのパワポは読みたくない。」というお言葉と引き換えに、
もう数年前のことになるが、宣伝会議の講座に通わせてくれた。

半年間、毎週水曜日に表参道まで通ったその講座の講師は、GT Inc.の3人だった。
社長である田中徹氏、のちにW+KのCOOとなる伊藤直樹氏、そして内山光司氏。
伊藤氏は、自分の感覚を信じ、愛していた。(ように感じた。)
内山氏は、いつでも万人がわかる言葉で語ることに、気を配っていた。(ように感じた。)
田中氏は、GTの仲間を、理屈を超越したところで愛していた。(ように感じた。)

大手の代理店を飛び出してできたのがGTであるように、出自もばらばらなユニットは
いずれまた方々へ散っていくのだろうが、それも“らしい”姿。
ひとりでやっていくことだってできる人たちが集っていることは、一瞬の奇跡だった。

受講者の属性によって、「誰の話が一番わかるか」がきっぱり分かれたのも興味深かった。
制作系、クリエイターは伊藤さんの話がいちばん共感できるといった。
代理店営業、マーケターは内山さんの話がいちばんわかりやすいといった。
わたしがよく覚えているのは、田中さんの話だ。

田中さんはいつも、意図的なのか否か、結論を聞く側に任せる話しかたをした。
なかでも「会社のネーミング」の話をしていたときの田中さんを、よく覚えている。

「たとえば、TUGBOAT(タグボート)。
 タグボートっていうのは、大海に向かって最後の離岸を手伝うモノなんです。」

田中さんが言うのはそこまでだが、広告業界の人間なら、
TUGBOATの岡氏が電通から独立した身であることくらいは解っている。
明言はしなくとも、“離岸”という言葉は、強い意味を持って迫った。

「GTの前身は、ワンスカイという会社。
 カンヌ広告祭の帰国時に知った、ワンスカイ構想というのは、当時、
 ヨーロッパの空の国境をなくそうという運動だった。」

国境なき、ひとつの空。
縦割りでも横割りでもなく、メディアの枠を超えてコミュニケーションを構築していく。
横たわるひと続きの空を“ワンスカイ”と称したように
それは確かに、ボーダーが淡く消えていった先にある、新しい時代の始まりだったのだろう。

田中さんの“ワンスカイ”が社名を変えて再スタートを切った“GT”のオフィスは
空に溶けそうな、東京の高層階にあった。
窓際には色とりどりのブロンズ像が、たしかに整然とは並べられていたが
ガラス箱のなかで威光を放つこともなく、ソファの向こうの影に、ちんまりと鎮座していた。

このシリーズは、何かを「聞き出してやろう」などと意気込むことをほとんどしていない。
それでも、広告マニアのわたしが憧れの人に会いに行くのだから、それなりに緊張はする。
田中さんがわたしを招き入れた動作は、自宅に他人を入れるときのようなそれで
わたしは何か思い違いをしていたのかもしれない、と、ふと思った。

電通を飛び出し、現在の地位を築いた、野心あふれるCD?
少数精鋭でカンヌ常勝、気鋭の国産クリエイティブ・ブティック?
そのどれもが、正しくて違う。

独立とは、アップグレードでもダウンサイジングでもないのだと、わたしは思い知ることになる。

——————————————————————————————————

Scene2;広告人・田中徹氏の場合
電通で20年、クリエイティブ一筋。(6月14日公開)

2011/06/07 08:00 | vol.3 田中徹 | 421 Comments

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