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<!doctype html> <html data-n-head-ssr lang="ja-JP" data-n-head="%7B%22lang%22:%7B%22ssr%22:%22ja-JP%22%7D%7D"> <head > <title>この17年間で電通の内勤に起こっていたこと（私見）。｜小島雄一郎</title><meta data-n-head="ssr" charset="utf-8"><meta data-n-head="ssr" name="viewport" content="width=device-width, initial-scale=1.0"><meta data-n-head="ssr" http-equiv="X-UA-Compatible" content="IE=edge"><meta data-n-head="ssr" data-hid="description" name="description" content="営業職を3年間。その他の職種を14年間。合計17年間、広告会社の電通で働いて、昨年12月からは酒屋の経営をしている。そんな転職の経緯は以前も書いたので、今日は17年間の電通生活について書いてみようと思う。テーマは「内勤」。電通の内勤とは、外に出て広告主と折衝する営業以外の、社内でデスクワークをする職種のことを指す。パッと思いつくのは「クリエーター」や「プランナー」と呼ばれる界隈の人たちのことだ。この17年間で、内勤は凄まじく変化した。私も何度肩書きが変わったか思い出せない。実はこの職種や肩書きの変化は、業界の変化と大きく携わっていた。これらの変化を、例によって"><meta data-n-head="ssr" data-hid="og:site_name" property="og:site_name" content="日経COMEMO"><meta data-n-head="ssr" data-hid="og:url" property="og:url" content="https://comemo.nikkei.com/n/n9c8550ce58c0"><meta data-n-head="ssr" data-hid="og:title" property="og:title" content="この17年間で電通の内勤に起こっていたこと（私見）。｜小島雄一郎"><meta data-n-head="ssr" data-hid="og:description" property="og:description" content="営業職を3年間。その他の職種を14年間。合計17年間、広告会社の電通で働いて、昨年12月からは酒屋の経営をしている。そんな転職の経緯は以前も書いたので、今日は17年間の電通生活について書いてみようと思う。テーマは「内勤」。電通の内勤とは、外に出て広告主と折衝する営業以外の、社内でデスクワークをする職種のことを指す。パッと思いつくのは「クリエーター」や「プランナー」と呼ばれる界隈の人たちのことだ。この17年間で、内勤は凄まじく変化した。私も何度肩書きが変わったか思い出せない。実はこの職種や肩書きの変化は、業界の変化と大きく携わっていた。これらの変化を、例によって"><meta data-n-head="ssr" data-hid="og:image" property="og:image" content="https://assets.st-note.com/production/uploads/images/144090675/rectangle_large_type_2_6169385acd4134f0f28182b2adf3185c.png?fit=bounds&quality=85&width=1280"><meta data-n-head="ssr" data-hid="og:type" property="og:type" content="article"><meta data-n-head="ssr" data-hid="twitter:site" property="twitter:site" content="@note_PR"><meta data-n-head="ssr" data-hid="twitter:card" property="twitter:card" content="summary_large_image"><meta data-n-head="ssr" data-hid="twitter:url" property="twitter:url" 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(min-width:481px){.sm\:mx-10{margin-left:2.5rem!important;margin-right:2.5rem!important}.sm\:mx-\[16px\]{margin-left:16px!important;margin-right:16px!important}.sm\:-mt-6{margin-top:-1.5rem!important}.sm\:mb-12{margin-bottom:3rem!important}.sm\:mb-2{margin-bottom:.5rem!important}.sm\:mb-4{margin-bottom:1rem!important}.sm\:mb-\[1\.25vw\]{margin-bottom:1.25vw!important}.sm\:mb-\[2\.5vw\]{margin-bottom:2.5vw!important}.sm\:mb-\[3\.75vw\]{margin-bottom:3.75vw!important}.sm\:ml-10{margin-left:2.5rem!important}.sm\:mr-1{margin-right:.25rem!important}.sm\:mt-4{margin-top:1rem!important}.sm\:mt-6{margin-top:1.5rem!important}.sm\:mt-8{margin-top:2rem!important}.sm\:block{display:block!important}.sm\:flex{display:flex!important}.sm\:grid{display:grid!important}.sm\:hidden{display:none!important}.sm\:max-h-\[440px\]{max-height:440px!important}.sm\:w-\[80px\]{width:80px!important}.sm\:w-\[84px\]{width:84px!important}.sm\:w-auto{width:auto!important}.sm\:w-full{width:100%!important}.sm\:w-min{width:min-content!important}.sm\:min-w-\[84px\]{min-width:84px!important}.sm\:snap-center{scroll-snap-align:center!important}.sm\:grid-cols-2{grid-template-columns:repeat(2,minmax(0,1fr))!important}.sm\:justify-center{justify-content:center!important}.sm\:gap-3{gap:.75rem!important}.sm\:gap-3\.5{gap:.875rem!important}.sm\:gap-8{gap:2rem!important}.sm\:gap-\[11\.25vw\]{gap:11.25vw!important}.sm\:gap-x-8{column-gap:2rem!important}.sm\:p-10{padding:2.5rem!important}.sm\:p-6{padding:1.5rem!important}.sm\:px-10{padding-left:2.5rem!important;padding-right:2.5rem!important}.sm\:px-16{padding-left:4rem!important;padding-right:4rem!important}.sm\:px-6{padding-left:1.5rem!important;padding-right:1.5rem!important}.sm\:py-12{padding-top:3rem!important;padding-bottom:3rem!important}.sm\:pb-0{padding-bottom:0!important}.sm\:pb-6{padding-bottom:1.5rem!important}.sm\:pl-4{padding-left:1rem!important}.sm\:pt-1{padding-top:.25rem!important}.sm\:pt-14{padding-top:3.5rem!important}.sm\:text-base{font-size:var(--font-size-base,1rem)!important}.sm\:text-lg{font-size:var(--font-size-lg,1.125rem)!important}.sm\:text-sm{font-size:var(--font-size-sm,.875rem)!important}.sm\:text-xs{font-size:var(--font-size-xs,.75rem)!important}}@media 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code::-webkit-scrollbar,.note-common-styles__textnote-body code[data-name=code]::-webkit-scrollbar{display:none}}.note-common-styles__textnote-body>ol,.note-common-styles__textnote-body>ul,.note-common-styles__textnote-body blockquote,.note-common-styles__textnote-body figure,.note-common-styles__textnote-body h2,.note-common-styles__textnote-body h3,.note-common-styles__textnote-body hr,.note-common-styles__textnote-body p{margin-top:36px;margin-bottom:36px}@media only screen and (max-width:480px){.note-common-styles__textnote-body>ol,.note-common-styles__textnote-body>ul,.note-common-styles__textnote-body blockquote,.note-common-styles__textnote-body figure,.note-common-styles__textnote-body h2,.note-common-styles__textnote-body h3,.note-common-styles__textnote-body hr,.note-common-styles__textnote-body p{margin-top:30px;margin-bottom:30px}}.note-common-styles__textnote-body>.code-block-container:last-child pre,.note-common-styles__textnote-body>blockquote:last-child,.note-common-styles__textnote-body>figure:last-child,.note-common-styles__textnote-body>h2:last-child,.note-common-styles__textnote-body>h3:last-child,.note-common-styles__textnote-body>hr:last-child,.note-common-styles__textnote-body>ol:last-child,.note-common-styles__textnote-body>p:last-child,.note-common-styles__textnote-body>ul:last-child{margin-bottom:0}.note-common-styles__textnote-body a{text-decoration:underline;cursor:pointer}@media only screen and (min-width:769px){.note-common-styles__textnote-body a:hover{color:var(--color-text-primary);text-decoration:none}}.note-common-styles__textnote-body img{display:block;max-width:100%;height:auto!important;margin:0 auto;text-align:center;cursor:pointer;border:1px solid var(--color-border-weak)}.note-common-styles__textnote-body img.is-slide{cursor:zoom-in}.note-common-styles__textnote-body img.lazyload{width:1000px;height:100px;object-fit:cover;border-radius:8px}.note-common-styles__textnote-body figure>a:has(img){display:table;margin:0 auto}.note-common-styles__textnote-body figcaption{display:block;margin-top:16px;font-size:var(--font-size-sm);text-align:center}.note-common-styles__textnote-body figcaption:empty{margin-top:0}.note-common-styles__textnote-body figure[data-align=right] a,.note-common-styles__textnote-body figure[data-align=right] img{margin:0 0 0 auto}.note-common-styles__textnote-body figure[data-align=left] a,.note-common-styles__textnote-body figure[data-align=left] img{margin:0 auto 0 0}.note-common-styles__textnote-body h2,.note-common-styles__textnote-body h3{margin-bottom:-18px;font-weight:700;font-feature-settings:"palt" 1;line-height:2.25rem;letter-spacing:.04em}@media only screen and (max-width:480px){.note-common-styles__textnote-body h2,.note-common-styles__textnote-body h3{margin-bottom:-15px;line-height:1.875rem}}.note-common-styles__textnote-body h2:last-child,.note-common-styles__textnote-body h3:last-child{margin-bottom:0}.note-common-styles__textnote-body h2{margin-top:54px;font-size:var(--font-size-2xl)}@media only screen and (max-width:480px){.note-common-styles__textnote-body h2{margin-top:45px;font-size:var(--font-size-xl)}}.note-common-styles__textnote-body h3{margin-top:36px;font-size:var(--font-size-xl)}@media only screen and (max-width:480px){.note-common-styles__textnote-body h3{margin-top:30px;font-size:var(--font-size-lg)}}.note-common-styles__textnote-body h2+h3{margin-top:54px}@media only screen and (max-width:480px){.note-common-styles__textnote-body h2+h3{margin-top:45px}}.note-common-styles__textnote-body p,.note-common-styles__textnote-body ul li{font-size:var(--font-size-lg);line-height:2.25rem}@media only screen and (max-width:480px){.note-common-styles__textnote-body p,.note-common-styles__textnote-body ul li{font-size:var(--font-size-base)}.note-common-styles__textnote-body ul li{line-height:1.875rem}.note-common-styles__textnote-body p{line-height:2rem}}.note-common-styles__textnote-body blockquote,.note-common-styles__textnote-body figure blockquote{padding:25px 36px;font-size:var(--font-size-base);line-height:2.25rem;background-color:var(--color-background-secondary)}@media only screen and (max-width:480px){.note-common-styles__textnote-body blockquote,.note-common-styles__textnote-body figure blockquote{padding:18px 24px;font-size:var(--font-size-sm);line-height:1.875rem}}.note-common-styles__textnote-body blockquote>*,.note-common-styles__textnote-body figure blockquote>*{margin-top:0;margin-bottom:0;font-size:var(--font-size-base)}@media only screen and (max-width:480px){.note-common-styles__textnote-body blockquote>*,.note-common-styles__textnote-body figure blockquote>*{font-size:var(--font-size-sm)}}.note-common-styles__textnote-body blockquote+figcaption,.note-common-styles__textnote-body figure blockquote+figcaption{text-align:right}.note-common-styles__textnote-body figure blockquote{margin:0}.note-common-styles__textnote-body ol,.note-common-styles__textnote-body ul{padding-left:24px}.note-common-styles__textnote-body ol li,.note-common-styles__textnote-body ul li{margin-top:9px;margin-bottom:9px;overflow:initial}@media only screen and (max-width:480px){.note-common-styles__textnote-body ol li,.note-common-styles__textnote-body ul li{margin-top:7px;margin-bottom:7px}}.note-common-styles__textnote-body ol li p,.note-common-styles__textnote-body ul li p{margin:0 auto}.note-common-styles__textnote-body ul>li{list-style-type:disc}.note-common-styles__textnote-body ol{counter-reset:num 0}.note-common-styles__textnote-body ol>li{list-style-type:none;counter-increment:num 1}.note-common-styles__textnote-body ol>li>p:before{padding-right:4px;margin-left:-20px;content:counter(num) ".";speak:none}.note-common-styles__textnote-body hr{border:none;border-bottom:1px solid var(--color-border-strong)}.note-common-styles__textnote-body ruby rt{color:var(--color-text-secondary)}@media print{.note-common-styles__textnote-body p,.note-common-styles__textnote-body ul li{font-size:var(--font-size-sm);line-height:1.3125rem}.note-common-styles__textnote-body blockquote{font-size:var(--font-size-sm)}.note-common-styles__textnote-body img{max-width:320px;max-height:400px;object-fit:contain}.note-common-styles__textnote-body figcaption{font-size:.625rem}}.note-common-styles__textnote-body [embedded-service=alu]{max-width:500px;margin-right:auto;margin-left:auto}.note-common-styles__textnote-body .fude-iframe-ratio-widget__wrap{position:relative;width:100%;height:0;overflow:hidden;border-radius:4px}.note-common-styles__textnote-body 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src="https://assets.st-note.com/production/uploads/images/144090675/rectangle_large_type_2_6169385acd4134f0f28182b2adf3185c.png?width=1200" alt="見出し画像" decoding="async" loading="lazy" width="1534" height="803" class="a-image o-noteEyecatch__image" data-v-50e2377b data-v-6cfcce9a>  </figure> <div class="o-noteContentHeader o-noteContentText__header" data-v-757f6c48 data-v-e7ed8ff0><div class="o-noteContentHeader__titleContainer o-noteContentHeader__titleContainer--font_sansserif o-noteContentHeader__titleContainer--device_windows" data-v-757f6c48><h1 class="o-noteContentHeader__title" data-v-757f6c48> この17年間で電通の内勤に起こっていたこと（私見）。 </h1> <div class="o-noteContentHeader__titleAttachment" data-v-757f6c48><div class="flex" data-v-757f6c48><span class="o-noteLikeV3" data-v-5b0bbae8 data-v-757f6c48><span class="o-noteLikeV3__iconContainer" data-v-5b0bbae8><span class="o-noteLikeV3__iconContainerInner" data-v-5b0bbae8><button aria-pressed="false" aria-label="スキ" class="o-noteLikeV3__iconButton leading-none flex items-center" data-v-5b0bbae8><i aria-hidden="true" data-disable-focus="true" data-tooltip="スキ" data-fill="lightGray" class="o-noteLikeV3__icon a-icon a-icon--heart a-icon--size_mediumSmall" data-v-5b0bbae8></i> </button> </span></span>  <button aria-label="1026スキこの記事にスキをつけたユーザーを見る" class="text-text-secondary o-noteLikeV3__count o-noteLikeV3__count--mediumSmall" data-v-5b0bbae8> 1,026 </button></span> </div> <div class="flex items-center gap-2 justify-center flex-wrap shrink grow-0" data-v-757f6c48>   </div></div></div> <div class="o-noteContentHeader__creatorInfo" data-v-757f6c48><a href="https://note.com/you1026" target="_self" aria-hidden="true" class="o-noteContentHeader__avatar a-link" data-v-43e40ddc data-v-757f6c48><div class="m-avatar m-avatar--medium" data-v-5c1c7fdc data-v-757f6c48><img src="data:image/svg+xml;charset=utf8,%3Csvg%20viewBox%3D%220%200%20100%20100%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%3E%3Cdefs%3E%3ClinearGradient%20id%3D%22a%22%3E%3Cstop%20offset%3D%220%25%22%20stop-color%3D%22%23f7f9f9%22%2F%3E%3Cstop%20offset%3D%2233%25%22%20stop-color%3D%22%23f7f9f9%22%2F%3E%3Cstop%20offset%3D%2250%25%22%20stop-color%3D%22%23fff%22%2F%3E%3Cstop%20offset%3D%2267%25%22%20stop-color%3D%22%23f7f9f9%22%2F%3E%3Cstop%20offset%3D%22100%25%22%20stop-color%3D%22%23f7f9f9%22%2F%3E%3CanimateTransform%20attributeName%3D%22gradientTransform%22%20type%3D%22translate%22%20from%3D%22-1%200%22%20to%3D%221%200%22%20begin%3D%220s%22%20dur%3D%221.5s%22%20repeatCount%3D%22indefinite%22%2F%3E%3C%2FlinearGradient%3E%3C%2Fdefs%3E%3Cpath%20class%3D%22rect%22%20fill%3D%22url(%23a)%22%20d%3D%22M-100-100h300v300h-300z%22%2F%3E%3C%2Fsvg%3E" data-src="https://assets.st-note.com/production/uploads/images/165003221/profile_273e91646ecfd283d967052cd56fcf1d.png?width=60" alt="小島雄一郎" decoding="async" loading="lazy" width="56" height="56" class="a-image m-avatar__image lazyload" data-v-50e2377b data-v-5c1c7fdc></div></a> <div class="o-noteContentHeader__info" data-v-757f6c48><div class="o-noteContentHeader__name" data-v-757f6c48><a href="https://note.com/you1026" target="_self" class="a-link" data-v-43e40ddc data-v-757f6c48> 小島雄一郎 </a></div> <span class="o-noteContentHeader__date" data-v-757f6c48><time datetime="2024-06-15T10:43:49.000+09:00" data-v-757f6c48>2024年6月15日 10:43</time></span> </div>  <div class="o-noteContentHeader__status" data-v-757f6c48> </div></div></div> <div data-name="body" class="note-common-styles__textnote-body" data-v-e7ed8ff0><p name="ab85c64e-364c-4861-a386-79de51b418e4" id="ab85c64e-364c-4861-a386-79de51b418e4">営業職を3年間。その他の職種を14年間。<br>合計17年間、広告会社の電通で働いて、昨年12月からは酒屋の経営をしている。</p><p name="d8be888e-d8c0-45b8-8a3a-183fe763fccf" id="d8be888e-d8c0-45b8-8a3a-183fe763fccf">そんな転職の経緯は<a href="https://comemo.nikkei.com/n/n5c5f4758f130" target="_blank" rel="noopener">以前も書いた</a>ので、今日は17年間の電通生活について書いてみようと思う。</p><p name="ec4e70ad-994e-439d-bb2e-7ecb7608dfaa" id="ec4e70ad-994e-439d-bb2e-7ecb7608dfaa">テーマは「内勤」。<br><br>電通の内勤とは、外に出て広告主と折衝する営業以外の、社内でデスクワークをする職種のことを指す。パッと思いつくのは<strong>「クリエーター」</strong>や<strong>「プランナー」</strong>と呼ばれる界隈の人たちのことだ。</p><p name="6fdbb905-7588-4d4a-82e5-a760ea03b924" id="6fdbb905-7588-4d4a-82e5-a760ea03b924">この17年間で、内勤は凄まじく変化した。</p><p name="d79688dc-711f-44cc-8469-711a673a58b0" id="d79688dc-711f-44cc-8469-711a673a58b0">私も何度肩書きが変わったか思い出せない。実はこの職種や肩書きの変化は、<strong>業界の変化</strong>と大きく携わっていた。</p><p name="74b94f82-ff3b-4db9-8d8e-d2134e1d366d" id="74b94f82-ff3b-4db9-8d8e-d2134e1d366d">これらの変化を、例によってパワポで解説してみる。</p><p name="e8870494-6f4d-462c-bff1-ae405fae26df" id="e8870494-6f4d-462c-bff1-ae405fae26df">今日はそんな話。（読了まで約5分）</p><h2 name="49b352ee-f51d-4045-ad5c-43f24e29d643" id="49b352ee-f51d-4045-ad5c-43f24e29d643">◾️電通の人＝メディアの人</h2><p name="31160472-3008-4172-9d06-2b893725ec57" id="31160472-3008-4172-9d06-2b893725ec57">まずは私が入社した2007年を振り返ってみようと思う。</p><p name="3244e502-f222-416c-b583-112d56908026" id="3244e502-f222-416c-b583-112d56908026">まだ<strong>「４マス」</strong>という概念が存在していた頃だ。４マスとは、４大マスメディアの略称で<strong>「テレビ」「新聞」「ラジオ」「雑誌」</strong>という4つのメディアのことを指す。</p><p name="0cae7e2b-0b43-4ead-a73a-be651b130372" id="0cae7e2b-0b43-4ead-a73a-be651b130372">この４つが広告業界の主戦場だった。つまりこの４つに広告を出すことが<strong>何となくステータス</strong>だった。</p><p name="e9cdd3b8-7e32-4060-b399-9d8a1bd8ba55" id="e9cdd3b8-7e32-4060-b399-9d8a1bd8ba55">この広告枠を押さえていたのが、広告会社における<strong>「メディアの人」</strong>だ。</p><p name="f1a8af59-380a-4c43-8684-ae6886a7be3d" id="f1a8af59-380a-4c43-8684-ae6886a7be3d">電通のメディアの人は、各メディアの広告枠を取り扱っている。例えば人気テレビ番組の合間にCMを流す枠を持っている。その枠をどの広告主に売るか、という差配をするのがメディアの人の役割だ。</p><p name="978bbebe-fb94-404c-a010-fa74845ed977" id="978bbebe-fb94-404c-a010-fa74845ed977"><strong>人気エリアの土地を押さえている不動産屋</strong>をイメージしてもらうとわかりやすい。</p><p name="e2897ee5-fcc0-41e3-8382-436bbd6acbea" id="e2897ee5-fcc0-41e3-8382-436bbd6acbea">当時、広告会社とは広告主とメディアをつなぐのが仕事だった。その間で調整しているのが内勤の役割だ。</p><figure name="6662ca78-8e0a-4219-b1dc-dc3231b75021" id="6662ca78-8e0a-4219-b1dc-dc3231b75021"><img src="https://assets.st-note.com/img/1718410030859-2iOYKIEngc.png?width=1200" alt="" width="620" height="369" loading="lazy"><figcaption></figcaption></figure><p name="1fa972d2-54ed-4169-8764-4d24cbaba772" id="1fa972d2-54ed-4169-8764-4d24cbaba772">この内勤は大きく２つにわかれる。メディア寄りの仕事をする人と、広告主寄りの仕事をする人だ。</p><p name="8c08af2f-1309-4c7b-b4e8-b66fdd1b23bb" id="8c08af2f-1309-4c7b-b4e8-b66fdd1b23bb">まだ<strong>ソーシャルメディア</strong>という概念がなかったこの頃、広告をしようと思うと<strong>まずは枠を抑える</strong>必要があった。広告枠を抑えられて初めて、その枠でどんなCMを流すかを考えることができる。</p><p name="39115f79-3344-48e9-9f9d-39a41996e826" id="39115f79-3344-48e9-9f9d-39a41996e826">必然的にこの「メディアの人」の立場が強かったのが当時の広告会社であり、電通だった。<br></p><figure name="d19c250a-9a8f-45c2-82a2-6c701fa46ec7" id="d19c250a-9a8f-45c2-82a2-6c701fa46ec7"><img src="https://assets.st-note.com/img/1718410152843-6AFT7EJdGX.png?width=1200" alt="" width="620" height="364" loading="lazy"><figcaption></figcaption></figure><p name="ce54ea6f-cffb-4152-b26c-a4babf9f4fd7" id="ce54ea6f-cffb-4152-b26c-a4babf9f4fd7">当時、営業に配属された私は、広告主に依頼された枠を抑えるために「このメディアの人」に気を遣って社内調整をしたものだった。</p><p name="bb0b74f4-dbdf-46fa-8237-65af3c192d07" id="bb0b74f4-dbdf-46fa-8237-65af3c192d07">電通の人＝メディアの人、そんな時代だった。</p><h2 name="7baacb36-e768-430b-8789-ab93af6db8f6" id="7baacb36-e768-430b-8789-ab93af6db8f6">◾️メディアの勢力図＝内勤の勢力図</h2><p name="260175de-b471-470d-bdaa-f31e3cbe4ca1" id="260175de-b471-470d-bdaa-f31e3cbe4ca1">「メディアの人」が権力を持っていた時代と言ったが、もちろんメディアによって影響力は異なる。そしてそれはまた、前述の<strong>「その他の人」</strong>にも大きく影響する。</p><p name="dd783ee6-4a76-4599-ac0d-58d2bfa6778f" id="dd783ee6-4a76-4599-ac0d-58d2bfa6778f">当時の勢力図を表すとこんな感じだった。</p><figure name="906a5685-7a86-40a2-a054-738803fac6ff" id="906a5685-7a86-40a2-a054-738803fac6ff"><img src="https://assets.st-note.com/img/1718411432681-8n8sdXhuDD.png?width=1200" alt="" width="620" height="390" loading="lazy"><figcaption></figcaption></figure><p name="80e3688e-0c57-4ccd-9638-4a5d0c42f5e6" id="80e3688e-0c57-4ccd-9638-4a5d0c42f5e6">同じメディアでも<strong>「４マス」と「それ以外」</strong>に分かれる。その４マスの中でも影響力が大きい<strong>「テレビ・新聞</strong>」と、その他に分かれる。</p><p name="26f0c844-651e-4649-9bf1-33d9fb8ec645" id="26f0c844-651e-4649-9bf1-33d9fb8ec645">つまり<strong>「テレビCM」</strong>や<strong>「新聞広告」</strong>が広告の花形で、それをつくれる職種である「CMプランナー」や「コピーライター」が内勤の花形になっていった。</p><p name="9c1bd4c2-7714-4d38-b8a6-4d97baa0ba24" id="9c1bd4c2-7714-4d38-b8a6-4d97baa0ba24">その下にいたのが、テレビCMの効果検証をする<strong>「マーケティングの人」</strong>であり、テレビCMでつくった世界観でイベントを運営したりする<strong>「プロモーションの人」</strong>だった。</p><h2 name="0c535a45-b57e-4590-8eff-dd8e73c74a70" id="0c535a45-b57e-4590-8eff-dd8e73c74a70">◾️マスメディアの崩壊＝内勤の崩壊</h2><p name="18bedb95-0ca2-4457-a342-574ed8a68451" id="18bedb95-0ca2-4457-a342-574ed8a68451">今思えば、あの時代はわかりやすかった。乱暴に行ってしまえば<strong>「テレビとそれ以外」</strong>だった。入社して4年目、私は「それ以外」の中で最も現場寄りの<strong>「プロモーションの人」</strong>になり、現場から業界全体を見渡していた。そこからは、マスメディアの時代が終わっていく様子がよく見えた。</p><p name="737651b8-936d-4f50-bfb9-c6b49a99c18a" id="737651b8-936d-4f50-bfb9-c6b49a99c18a"><strong>デジタル広告</strong>の台頭だ。</p><p name="596e0e5b-b1fe-491d-bd08-cbf359f6c949" id="596e0e5b-b1fe-491d-bd08-cbf359f6c949">転機は<strong>2009年</strong>。まず４マスの２大巨頭だった<strong>「テレビ・新聞」の時代</strong>が終わる。デジタル広告がテレビに次ぐ２番目に大きな市場となった。</p><p name="b1ee451a-17cb-4aa2-9add-c217c85cef5b" id="b1ee451a-17cb-4aa2-9add-c217c85cef5b">初期こそ「yahooのブランド広告枠」のように「フジテレビの月９のドラマ枠」を売るような感覚ではじまったデジタル広告だったが、その形態や、取得できるデータはどんどん複雑化していく。</p><p name="3db5da8e-8719-4104-ae74-3ff5f3b43f14" id="3db5da8e-8719-4104-ae74-3ff5f3b43f14">それに伴ってはじまったのが<strong>「デジタルマーケティング」</strong>という概念だ。これまで、テレビCMの認知率や好感度を調査などをしていたマーケッターたちもまたデジタルへの対応が求められていった。</p><p name="cc177f06-86a0-4c0f-bd96-82f55ea79397" id="cc177f06-86a0-4c0f-bd96-82f55ea79397">サイバーエージェントが勢いを増していったのもこの頃だ。</p><figure name="cac4a020-43c2-4818-8395-d54ddf075efd" id="cac4a020-43c2-4818-8395-d54ddf075efd"><img src="https://assets.st-note.com/img/1718412527663-jl41p0FBl2.png?width=1200" alt="" width="620" height="383" loading="lazy"><figcaption></figcaption></figure><p name="77b7128d-c00c-4266-a07e-3e49c0b32492" id="77b7128d-c00c-4266-a07e-3e49c0b32492">さらに2年後の<strong>2011年</strong>。Instagramがサービスを開始。ソーシャルメディアがその地位を確立し始める。これを<strong>プラットフォーマーの時代</strong>と言い換えてもいい。</p><p name="a54c21fb-c0b4-4cfe-947e-112fadef44d7" id="a54c21fb-c0b4-4cfe-947e-112fadef44d7">それまでの時代、<strong>メディアとは企業のもの</strong>だった。テレビ局や新聞社がメディアにおける情報（コンテンツ）の提供者であり、我々はその消費者だった。</p><p name="e14ba32a-63c6-4b1a-9ce2-82932781d9ac" id="e14ba32a-63c6-4b1a-9ce2-82932781d9ac">しかしソーシャルメディアは違う。我々は情報（コンテンツ）の提供者であると同時に消費者だ。企業はそのプラットフォームを提供しているに過ぎない。つまり<strong>情報提供における主体が企業から一般生活者へとシフトした</strong>のだ。</p><p name="899dd9c4-8607-41b6-8b4c-34e9f89837f4" id="899dd9c4-8607-41b6-8b4c-34e9f89837f4">これは<strong>広告という情報を提供する企業</strong>にとって大きな変化だ。最も影響力を持っているメディアがソーシャルメディアになってしまったのである。</p><p name="08f6bf31-a9a7-46fc-a6bc-7ebc12aaa6d6" id="08f6bf31-a9a7-46fc-a6bc-7ebc12aaa6d6">それまで<strong>「テレビを押さえればいい」「新聞を押さえればいい」</strong>という発想でいた電通をはじめとする広告会社たちはカオスに陥った。</p><figure name="ceaceec8-b9ed-4c4c-821d-75376150fd9b" id="ceaceec8-b9ed-4c4c-821d-75376150fd9b"><img src="https://assets.st-note.com/img/1718413366729-Ue3FdfhBuI.png?width=1200" alt="" width="620" height="392" loading="lazy"><figcaption></figcaption></figure><p name="2576790c-8f0e-4655-a09d-710cb31f6a34" id="2576790c-8f0e-4655-a09d-710cb31f6a34">広告や世論が、企業にとってアンコントローラブルになっていったのだ。</p><h2 name="9d10b8cb-bb8f-42b2-9ede-71fb79452e1c" id="9d10b8cb-bb8f-42b2-9ede-71fb79452e1c">◾️そしてコンサルへ</h2><p name="0b45ef75-6775-4251-bb56-ef346fe450b3" id="0b45ef75-6775-4251-bb56-ef346fe450b3">マスメディアと共に生きてきた広告会社にとってカオスな時代に突入した2012年頃、新たな勢力が業界に参入しはじめる。</p><p name="d53db41f-41af-4018-996b-00800596dd4c" id="d53db41f-41af-4018-996b-00800596dd4c">アクセンチュアをはじめとする<strong>コンサルティング会社</strong>たちだ。</p><figure name="8f8a7cd0-5673-40c9-900b-4e55f9f57239" id="8f8a7cd0-5673-40c9-900b-4e55f9f57239" data-src="https://www.nikkei.com/article/DGXMZO38657210X01C18A2X11000/" data-identifier="null" embedded-service="external-article" embedded-content-key="embdade9be5d215"><div data-name="embedContainer"><div data-embed-service="external-article"><span><div class="external-article-widget"> <a href="https://www.nikkei.com/article/DGXMZO38657210X01C18A2X11000/" rel="noopener" target="_blank"> <strong class="external-article-widget-title"> 進撃のコンサル、広告呑む　世界トップ10に3社 - 日本経済新聞 </strong> <em class="external-article-widget-description"> 世界の広告市場の勢力図が大きく変化している。きっかけはインターネット広告をはじめとするデジタル化だ。デジタル化はマーケティ </em> <em class="external-article-widget-url"> www.nikkei.com </em> </a><a class="external-article-widget-image" href="https://www.nikkei.com/article/DGXMZO38657210X01C18A2X11000/" rel="noopener" style="background-image: url('https://assets.st-note.com/production/uploads/ext/2d65bc7e006b8c665a24b189d6f8f7405b75ebb63fa3ba04c7e31e1fb3b2.jpeg?x-type=ogp');" target="_blank"></a> </div> </span></div></div></figure><p name="b879d7db-c1e9-471c-920d-b102e30a3143" id="b879d7db-c1e9-471c-920d-b102e30a3143">広告業界がデジタルマーケティングへの対応にシフトする中、システム開発など<strong>デジタルの知見が豊富にあるコンサルたち</strong>が業界に参入し始めた。</p><p name="e89f592b-9663-4b01-95ce-c07c9809eb60" id="e89f592b-9663-4b01-95ce-c07c9809eb60">それでも<strong>「クリエーティブでは負けない」</strong>と粘っていた広告業界たちだったが、コンサルティング会社たちは<strong>デザイン会社などの買収</strong>でその領域にまで踏み入れてきた。</p><p name="41bbae58-162e-4e4f-8357-c8e300fdbbfd" id="41bbae58-162e-4e4f-8357-c8e300fdbbfd">・コンサルの広告化<br>・電通のコンサル化</p><p name="7738f811-527d-4896-a06f-5b9b27f8be9b" id="7738f811-527d-4896-a06f-5b9b27f8be9b">この2つが同時にスタートした。クリエーティブもマーケティングも従来の領域を守りつつ、<strong>コンサルと戦う上位概念の専門部隊</strong>を蘇生する必要があった。</p><p name="c104a7bd-5da7-407e-9169-302bfed3160f" id="c104a7bd-5da7-407e-9169-302bfed3160f">マーケティング領域では「テレビの効果検証」だけではなくインナーブランディングや採用など経営に近い領域で活動する戦略コンサル的な部署を新設（当時、私はここに異動）。<br><br>クリエーティブ領域でも「CMプランニング」だけでなく、クリエーティブ視点で経営に近い課題解決に挑む新組織を設立した。</p><p name="d36d0fea-09b6-49a7-a894-0d1f25d0c861" id="d36d0fea-09b6-49a7-a894-0d1f25d0c861"><br></p><figure name="7bc44024-77a4-48c9-a24a-aed0d8d04a03" id="7bc44024-77a4-48c9-a24a-aed0d8d04a03"><img src="https://assets.st-note.com/img/1718415292411-tCGRbZ2Hjr.png?width=1200" alt="" width="620" height="392" loading="lazy"><figcaption></figcaption></figure><p name="f61c4b8b-536e-40b2-9da0-9b604400c170" id="f61c4b8b-536e-40b2-9da0-9b604400c170">このほかにもソーシャルメディアを土俵にした<strong>「PR」</strong>という概念が生まれ、メディアをどう組み合わせて使うのが効果的かを検証する「<strong>メディアプランニング」</strong>という概念も定着していった。</p><p name="50c40c9d-cedd-48c8-9e57-00b7208dd671" id="50c40c9d-cedd-48c8-9e57-00b7208dd671">そして2023年、シンプルだった業界がどんどん複雑になっていく中、私は電通を退社した。</p><h2 name="91434df6-f5b4-49a8-8e25-42fa7a5f7970" id="91434df6-f5b4-49a8-8e25-42fa7a5f7970">◾️広告の変化は時代の変化</h2><p name="9e766f1e-edf5-4065-8bc2-43087171f729" id="9e766f1e-edf5-4065-8bc2-43087171f729">いかがだったろうか。<br>私が電通で過ごした17年間を5分で乱暴に振り返るとこんな感じだ。<br><br>「テレビCMをどーんとやりたいよね」</p><p name="09704dca-6a30-45b5-82bc-0cdfb3857707" id="09704dca-6a30-45b5-82bc-0cdfb3857707">なんて言っていた時代が、今となっては懐かしい。</p><p name="823e8965-5204-40da-a89e-5330c32326fa" id="823e8965-5204-40da-a89e-5330c32326fa">これだけ大きな変化をした広告業界だが、私が入社した時から変わっていない真理もある。</p><p name="a97f34f5-803e-4dea-9cdb-d4ec71a8189e" id="a97f34f5-803e-4dea-9cdb-d4ec71a8189e"><strong>「広告は時代を移す鏡」</strong></p><p name="da879af8-cc16-4423-8863-f65c36bebf06" id="da879af8-cc16-4423-8863-f65c36bebf06">という言葉が、きっとそれを表している。</p><p name="cd2921d1-e9e7-4fc2-af36-cb20bf90b351" id="cd2921d1-e9e7-4fc2-af36-cb20bf90b351">私は業界を出てしまったが、これからも広告業界の変化は、時代の変化として注目していきたいと思う。</p></div>   <div style="display:none;" data-v-e7ed8ff0><button data-type="primary" data-size="small" data-width="fit" data-disable-focus="false" 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data-src="https://assets.st-note.com/production/uploads/images/165003221/profile_273e91646ecfd283d967052cd56fcf1d.png?width=600&crop=1:1,smart" alt="小島雄一郎" decoding="async" loading="lazy" width="56" height="56" class="a-image m-avatar__image lazyload" data-v-50e2377b data-v-5c1c7fdc></div> <span class="text-xs" data-v-1bf32d10>サポートいただけたらグリーンラベルを買います。飲むと筆が進みます。</span></div> <div class="inline-block w-full font-bold" data-v-1bf32d10><div class="m-before-purchasing-button" data-v-dafe6f54 data-v-1bf32d10><button data-type="secondaryNext" data-size="medium" data-width="fit" data-disable-focus="false" type="button" data-v-1f4b2e10="" class="a-button m-iconButton" data-v-1f4b2e10 data-v-76f5188b><div class="a-button__inner" data-v-76f5188b><span class="m-iconButton__labelWithIcon" data-v-1f4b2e10> <i class="a-svgIcon a-svgIcon--medium" data-v-1f4b2e10></i></span> <span data-v-1f4b2e10>チップで応援する</span></div></button></div></div></div>   <div class="p-article__hashtags" data-v-4468fbb9><div class="o-hashtags" data-v-51579e24 data-v-4468fbb9><div class="m-tagList" data-v-4084a5f2 data-v-51579e24> <ul id="tagListBody" class="m-tagList__body" data-v-4084a5f2><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #マーケティング </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E3%83%86%E3%83%AC%E3%83%93" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #テレビ </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E5%BA%83%E5%91%8A" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #広告 </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E3%83%A1%E3%83%87%E3%82%A3%E3%82%A2" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #メディア </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E6%99%82%E4%BB%A3" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #時代 </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E3%82%AF%E3%83%AA%E3%82%A8%E3%82%A4%E3%83%86%E3%82%A3%E3%83%96" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag a-tag__size_small" data-v-43e40ddc data-v-193a6d49>  <div class="a-tag__label" data-v-43e40ddc data-v-193a6d49> #クリエイティブ </div>  </div></a></li><li tabindex="-1" class="m-tagList__item" style="display:;" data-v-4084a5f2><a href="https://note.com/hashtag/%E9%9B%BB%E9%80%9A" target="_blank" rel="noopener" class="hashtag a-link a-tag__link" data-v-43e40ddc data-v-193a6d49 data-v-4084a5f2><div class="a-tag 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name=\"ab85c64e-364c-4861-a386-79de51b418e4\" id=\"ab85c64e-364c-4861-a386-79de51b418e4\"\u003E営業職を3年間。その他の職種を14年間。\u003Cbr\u003E合計17年間、広告会社の電通で働いて、昨年12月からは酒屋の経営をしている。\u003C\u002Fp\u003E\u003Cp name=\"d8be888e-d8c0-45b8-8a3a-183fe763fccf\" id=\"d8be888e-d8c0-45b8-8a3a-183fe763fccf\"\u003Eそんな転職の経緯は\u003Ca href=\"https:\u002F\u002Fcomemo.nikkei.com\u002Fn\u002Fn5c5f4758f130\" target=\"_blank\" rel=\"noopener\"\u003E以前も書いた\u003C\u002Fa\u003Eので、今日は17年間の電通生活について書いてみようと思う。\u003C\u002Fp\u003E\u003Cp name=\"ec4e70ad-994e-439d-bb2e-7ecb7608dfaa\" id=\"ec4e70ad-994e-439d-bb2e-7ecb7608dfaa\"\u003Eテーマは「内勤」。\u003Cbr\u003E\u003Cbr\u003E電通の内勤とは、外に出て広告主と折衝する営業以外の、社内でデスクワークをする職種のことを指す。パッと思いつくのは\u003Cstrong\u003E「クリエーター」\u003C\u002Fstrong\u003Eや\u003Cstrong\u003E「プランナー」\u003C\u002Fstrong\u003Eと呼ばれる界隈の人たちのことだ。\u003C\u002Fp\u003E\u003Cp name=\"6fdbb905-7588-4d4a-82e5-a760ea03b924\" id=\"6fdbb905-7588-4d4a-82e5-a760ea03b924\"\u003Eこの17年間で、内勤は凄まじく変化した。\u003C\u002Fp\u003E\u003Cp name=\"d79688dc-711f-44cc-8469-711a673a58b0\" id=\"d79688dc-711f-44cc-8469-711a673a58b0\"\u003E私も何度肩書きが変わったか思い出せない。実はこの職種や肩書きの変化は、\u003Cstrong\u003E業界の変化\u003C\u002Fstrong\u003Eと大きく携わっていた。\u003C\u002Fp\u003E\u003Cp name=\"74b94f82-ff3b-4db9-8d8e-d2134e1d366d\" id=\"74b94f82-ff3b-4db9-8d8e-d2134e1d366d\"\u003Eこれらの変化を、例によってパワポで解説してみる。\u003C\u002Fp\u003E\u003Cp name=\"e8870494-6f4d-462c-bff1-ae405fae26df\" id=\"e8870494-6f4d-462c-bff1-ae405fae26df\"\u003E今日はそんな話。（読了まで約5分）\u003C\u002Fp\u003E\u003Ch2 name=\"49b352ee-f51d-4045-ad5c-43f24e29d643\" id=\"49b352ee-f51d-4045-ad5c-43f24e29d643\"\u003E◾️電通の人＝メディアの人\u003C\u002Fh2\u003E\u003Cp name=\"31160472-3008-4172-9d06-2b893725ec57\" id=\"31160472-3008-4172-9d06-2b893725ec57\"\u003Eまずは私が入社した2007年を振り返ってみようと思う。\u003C\u002Fp\u003E\u003Cp name=\"3244e502-f222-416c-b583-112d56908026\" id=\"3244e502-f222-416c-b583-112d56908026\"\u003Eまだ\u003Cstrong\u003E「４マス」\u003C\u002Fstrong\u003Eという概念が存在していた頃だ。４マスとは、４大マスメディアの略称で\u003Cstrong\u003E「テレビ」「新聞」「ラジオ」「雑誌」\u003C\u002Fstrong\u003Eという4つのメディアのことを指す。\u003C\u002Fp\u003E\u003Cp name=\"0cae7e2b-0b43-4ead-a73a-be651b130372\" id=\"0cae7e2b-0b43-4ead-a73a-be651b130372\"\u003Eこの４つが広告業界の主戦場だった。つまりこの４つに広告を出すことが\u003Cstrong\u003E何となくステータス\u003C\u002Fstrong\u003Eだった。\u003C\u002Fp\u003E\u003Cp name=\"e9cdd3b8-7e32-4060-b399-9d8a1bd8ba55\" id=\"e9cdd3b8-7e32-4060-b399-9d8a1bd8ba55\"\u003Eこの広告枠を押さえていたのが、広告会社における\u003Cstrong\u003E「メディアの人」\u003C\u002Fstrong\u003Eだ。\u003C\u002Fp\u003E\u003Cp name=\"f1a8af59-380a-4c43-8684-ae6886a7be3d\" id=\"f1a8af59-380a-4c43-8684-ae6886a7be3d\"\u003E電通のメディアの人は、各メディアの広告枠を取り扱っている。例えば人気テレビ番組の合間にCMを流す枠を持っている。その枠をどの広告主に売るか、という差配をするのがメディアの人の役割だ。\u003C\u002Fp\u003E\u003Cp name=\"978bbebe-fb94-404c-a010-fa74845ed977\" id=\"978bbebe-fb94-404c-a010-fa74845ed977\"\u003E\u003Cstrong\u003E人気エリアの土地を押さえている不動産屋\u003C\u002Fstrong\u003Eをイメージしてもらうとわかりやすい。\u003C\u002Fp\u003E\u003Cp name=\"e2897ee5-fcc0-41e3-8382-436bbd6acbea\" id=\"e2897ee5-fcc0-41e3-8382-436bbd6acbea\"\u003E当時、広告会社とは広告主とメディアをつなぐのが仕事だった。その間で調整しているのが内勤の役割だ。\u003C\u002Fp\u003E\u003Cfigure name=\"6662ca78-8e0a-4219-b1dc-dc3231b75021\" id=\"6662ca78-8e0a-4219-b1dc-dc3231b75021\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718410030859-2iOYKIEngc.png?width=1200\" alt=\"\" width=\"620\" height=\"369\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"1fa972d2-54ed-4169-8764-4d24cbaba772\" id=\"1fa972d2-54ed-4169-8764-4d24cbaba772\"\u003Eこの内勤は大きく２つにわかれる。メディア寄りの仕事をする人と、広告主寄りの仕事をする人だ。\u003C\u002Fp\u003E\u003Cp name=\"8c08af2f-1309-4c7b-b4e8-b66fdd1b23bb\" id=\"8c08af2f-1309-4c7b-b4e8-b66fdd1b23bb\"\u003Eまだ\u003Cstrong\u003Eソーシャルメディア\u003C\u002Fstrong\u003Eという概念がなかったこの頃、広告をしようと思うと\u003Cstrong\u003Eまずは枠を抑える\u003C\u002Fstrong\u003E必要があった。広告枠を抑えられて初めて、その枠でどんなCMを流すかを考えることができる。\u003C\u002Fp\u003E\u003Cp name=\"39115f79-3344-48e9-9f9d-39a41996e826\" id=\"39115f79-3344-48e9-9f9d-39a41996e826\"\u003E必然的にこの「メディアの人」の立場が強かったのが当時の広告会社であり、電通だった。\u003Cbr\u003E\u003C\u002Fp\u003E\u003Cfigure name=\"d19c250a-9a8f-45c2-82a2-6c701fa46ec7\" id=\"d19c250a-9a8f-45c2-82a2-6c701fa46ec7\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718410152843-6AFT7EJdGX.png?width=1200\" alt=\"\" width=\"620\" height=\"364\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"ce54ea6f-cffb-4152-b26c-a4babf9f4fd7\" id=\"ce54ea6f-cffb-4152-b26c-a4babf9f4fd7\"\u003E当時、営業に配属された私は、広告主に依頼された枠を抑えるために「このメディアの人」に気を遣って社内調整をしたものだった。\u003C\u002Fp\u003E\u003Cp name=\"bb0b74f4-dbdf-46fa-8237-65af3c192d07\" id=\"bb0b74f4-dbdf-46fa-8237-65af3c192d07\"\u003E電通の人＝メディアの人、そんな時代だった。\u003C\u002Fp\u003E\u003Ch2 name=\"7baacb36-e768-430b-8789-ab93af6db8f6\" id=\"7baacb36-e768-430b-8789-ab93af6db8f6\"\u003E◾️メディアの勢力図＝内勤の勢力図\u003C\u002Fh2\u003E\u003Cp name=\"260175de-b471-470d-bdaa-f31e3cbe4ca1\" id=\"260175de-b471-470d-bdaa-f31e3cbe4ca1\"\u003E「メディアの人」が権力を持っていた時代と言ったが、もちろんメディアによって影響力は異なる。そしてそれはまた、前述の\u003Cstrong\u003E「その他の人」\u003C\u002Fstrong\u003Eにも大きく影響する。\u003C\u002Fp\u003E\u003Cp name=\"dd783ee6-4a76-4599-ac0d-58d2bfa6778f\" id=\"dd783ee6-4a76-4599-ac0d-58d2bfa6778f\"\u003E当時の勢力図を表すとこんな感じだった。\u003C\u002Fp\u003E\u003Cfigure name=\"906a5685-7a86-40a2-a054-738803fac6ff\" id=\"906a5685-7a86-40a2-a054-738803fac6ff\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718411432681-8n8sdXhuDD.png?width=1200\" alt=\"\" width=\"620\" height=\"390\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"80e3688e-0c57-4ccd-9638-4a5d0c42f5e6\" id=\"80e3688e-0c57-4ccd-9638-4a5d0c42f5e6\"\u003E同じメディアでも\u003Cstrong\u003E「４マス」と「それ以外」\u003C\u002Fstrong\u003Eに分かれる。その４マスの中でも影響力が大きい\u003Cstrong\u003E「テレビ・新聞\u003C\u002Fstrong\u003E」と、その他に分かれる。\u003C\u002Fp\u003E\u003Cp name=\"26f0c844-651e-4649-9bf1-33d9fb8ec645\" id=\"26f0c844-651e-4649-9bf1-33d9fb8ec645\"\u003Eつまり\u003Cstrong\u003E「テレビCM」\u003C\u002Fstrong\u003Eや\u003Cstrong\u003E「新聞広告」\u003C\u002Fstrong\u003Eが広告の花形で、それをつくれる職種である「CMプランナー」や「コピーライター」が内勤の花形になっていった。\u003C\u002Fp\u003E\u003Cp name=\"9c1bd4c2-7714-4d38-b8a6-4d97baa0ba24\" id=\"9c1bd4c2-7714-4d38-b8a6-4d97baa0ba24\"\u003Eその下にいたのが、テレビCMの効果検証をする\u003Cstrong\u003E「マーケティングの人」\u003C\u002Fstrong\u003Eであり、テレビCMでつくった世界観でイベントを運営したりする\u003Cstrong\u003E「プロモーションの人」\u003C\u002Fstrong\u003Eだった。\u003C\u002Fp\u003E\u003Ch2 name=\"0c535a45-b57e-4590-8eff-dd8e73c74a70\" id=\"0c535a45-b57e-4590-8eff-dd8e73c74a70\"\u003E◾️マスメディアの崩壊＝内勤の崩壊\u003C\u002Fh2\u003E\u003Cp name=\"18bedb95-0ca2-4457-a342-574ed8a68451\" id=\"18bedb95-0ca2-4457-a342-574ed8a68451\"\u003E今思えば、あの時代はわかりやすかった。乱暴に行ってしまえば\u003Cstrong\u003E「テレビとそれ以外」\u003C\u002Fstrong\u003Eだった。入社して4年目、私は「それ以外」の中で最も現場寄りの\u003Cstrong\u003E「プロモーションの人」\u003C\u002Fstrong\u003Eになり、現場から業界全体を見渡していた。そこからは、マスメディアの時代が終わっていく様子がよく見えた。\u003C\u002Fp\u003E\u003Cp name=\"737651b8-936d-4f50-bfb9-c6b49a99c18a\" id=\"737651b8-936d-4f50-bfb9-c6b49a99c18a\"\u003E\u003Cstrong\u003Eデジタル広告\u003C\u002Fstrong\u003Eの台頭だ。\u003C\u002Fp\u003E\u003Cp name=\"596e0e5b-b1fe-491d-bd08-cbf359f6c949\" id=\"596e0e5b-b1fe-491d-bd08-cbf359f6c949\"\u003E転機は\u003Cstrong\u003E2009年\u003C\u002Fstrong\u003E。まず４マスの２大巨頭だった\u003Cstrong\u003E「テレビ・新聞」の時代\u003C\u002Fstrong\u003Eが終わる。デジタル広告がテレビに次ぐ２番目に大きな市場となった。\u003C\u002Fp\u003E\u003Cp name=\"b1ee451a-17cb-4aa2-9add-c217c85cef5b\" id=\"b1ee451a-17cb-4aa2-9add-c217c85cef5b\"\u003E初期こそ「yahooのブランド広告枠」のように「フジテレビの月９のドラマ枠」を売るような感覚ではじまったデジタル広告だったが、その形態や、取得できるデータはどんどん複雑化していく。\u003C\u002Fp\u003E\u003Cp name=\"3db5da8e-8719-4104-ae74-3ff5f3b43f14\" id=\"3db5da8e-8719-4104-ae74-3ff5f3b43f14\"\u003Eそれに伴ってはじまったのが\u003Cstrong\u003E「デジタルマーケティング」\u003C\u002Fstrong\u003Eという概念だ。これまで、テレビCMの認知率や好感度を調査などをしていたマーケッターたちもまたデジタルへの対応が求められていった。\u003C\u002Fp\u003E\u003Cp name=\"cc177f06-86a0-4c0f-bd96-82f55ea79397\" id=\"cc177f06-86a0-4c0f-bd96-82f55ea79397\"\u003Eサイバーエージェントが勢いを増していったのもこの頃だ。\u003C\u002Fp\u003E\u003Cfigure name=\"cac4a020-43c2-4818-8395-d54ddf075efd\" id=\"cac4a020-43c2-4818-8395-d54ddf075efd\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718412527663-jl41p0FBl2.png?width=1200\" alt=\"\" width=\"620\" height=\"383\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"77b7128d-c00c-4266-a07e-3e49c0b32492\" id=\"77b7128d-c00c-4266-a07e-3e49c0b32492\"\u003Eさらに2年後の\u003Cstrong\u003E2011年\u003C\u002Fstrong\u003E。Instagramがサービスを開始。ソーシャルメディアがその地位を確立し始める。これを\u003Cstrong\u003Eプラットフォーマーの時代\u003C\u002Fstrong\u003Eと言い換えてもいい。\u003C\u002Fp\u003E\u003Cp name=\"a54c21fb-c0b4-4cfe-947e-112fadef44d7\" id=\"a54c21fb-c0b4-4cfe-947e-112fadef44d7\"\u003Eそれまでの時代、\u003Cstrong\u003Eメディアとは企業のもの\u003C\u002Fstrong\u003Eだった。テレビ局や新聞社がメディアにおける情報（コンテンツ）の提供者であり、我々はその消費者だった。\u003C\u002Fp\u003E\u003Cp name=\"e14ba32a-63c6-4b1a-9ce2-82932781d9ac\" id=\"e14ba32a-63c6-4b1a-9ce2-82932781d9ac\"\u003Eしかしソーシャルメディアは違う。我々は情報（コンテンツ）の提供者であると同時に消費者だ。企業はそのプラットフォームを提供しているに過ぎない。つまり\u003Cstrong\u003E情報提供における主体が企業から一般生活者へとシフトした\u003C\u002Fstrong\u003Eのだ。\u003C\u002Fp\u003E\u003Cp name=\"899dd9c4-8607-41b6-8b4c-34e9f89837f4\" id=\"899dd9c4-8607-41b6-8b4c-34e9f89837f4\"\u003Eこれは\u003Cstrong\u003E広告という情報を提供する企業\u003C\u002Fstrong\u003Eにとって大きな変化だ。最も影響力を持っているメディアがソーシャルメディアになってしまったのである。\u003C\u002Fp\u003E\u003Cp name=\"08f6bf31-a9a7-46fc-a6bc-7ebc12aaa6d6\" id=\"08f6bf31-a9a7-46fc-a6bc-7ebc12aaa6d6\"\u003Eそれまで\u003Cstrong\u003E「テレビを押さえればいい」「新聞を押さえればいい」\u003C\u002Fstrong\u003Eという発想でいた電通をはじめとする広告会社たちはカオスに陥った。\u003C\u002Fp\u003E\u003Cfigure name=\"ceaceec8-b9ed-4c4c-821d-75376150fd9b\" id=\"ceaceec8-b9ed-4c4c-821d-75376150fd9b\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718413366729-Ue3FdfhBuI.png?width=1200\" alt=\"\" width=\"620\" height=\"392\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"2576790c-8f0e-4655-a09d-710cb31f6a34\" id=\"2576790c-8f0e-4655-a09d-710cb31f6a34\"\u003E広告や世論が、企業にとってアンコントローラブルになっていったのだ。\u003C\u002Fp\u003E\u003Ch2 name=\"9d10b8cb-bb8f-42b2-9ede-71fb79452e1c\" id=\"9d10b8cb-bb8f-42b2-9ede-71fb79452e1c\"\u003E◾️そしてコンサルへ\u003C\u002Fh2\u003E\u003Cp name=\"0b45ef75-6775-4251-bb56-ef346fe450b3\" id=\"0b45ef75-6775-4251-bb56-ef346fe450b3\"\u003Eマスメディアと共に生きてきた広告会社にとってカオスな時代に突入した2012年頃、新たな勢力が業界に参入しはじめる。\u003C\u002Fp\u003E\u003Cp name=\"d53db41f-41af-4018-996b-00800596dd4c\" id=\"d53db41f-41af-4018-996b-00800596dd4c\"\u003Eアクセンチュアをはじめとする\u003Cstrong\u003Eコンサルティング会社\u003C\u002Fstrong\u003Eたちだ。\u003C\u002Fp\u003E\u003Cfigure name=\"8f8a7cd0-5673-40c9-900b-4e55f9f57239\" id=\"8f8a7cd0-5673-40c9-900b-4e55f9f57239\" data-src=\"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXMZO38657210X01C18A2X11000\u002F\" data-identifier=\"null\" embedded-service=\"external-article\" embedded-content-key=\"embdade9be5d215\"\u003E\u003Cdiv data-name=\"embedContainer\"\u003E\u003Cdiv data-embed-service=\"external-article\"\u003E\u003Cspan\u003E\u003Cdiv class=\"external-article-widget\"\u003E\n\u003Ca href=\"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXMZO38657210X01C18A2X11000\u002F\" rel=\"noopener\" target=\"_blank\"\u003E\n\u003Cstrong class=\"external-article-widget-title\"\u003E\n進撃のコンサル、広告呑む　世界トップ10に3社 - 日本経済新聞\n\u003C\u002Fstrong\u003E\n\u003Cem class=\"external-article-widget-description\"\u003E\n世界の広告市場の勢力図が大きく変化している。きっかけはインターネット広告をはじめとするデジタル化だ。デジタル化はマーケティ\n\u003C\u002Fem\u003E\n\u003Cem class=\"external-article-widget-url\"\u003E\nwww.nikkei.com\n\u003C\u002Fem\u003E\n\u003C\u002Fa\u003E\u003Ca class=\"external-article-widget-image\" href=\"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXMZO38657210X01C18A2X11000\u002F\" rel=\"noopener\" style=\"background-image: url('https:\u002F\u002Fassets.st-note.com\u002Fproduction\u002Fuploads\u002Fext\u002F2d65bc7e006b8c665a24b189d6f8f7405b75ebb63fa3ba04c7e31e1fb3b2.jpeg?x-type=ogp');\" target=\"_blank\"\u003E\u003C\u002Fa\u003E\n\n\u003C\u002Fdiv\u003E\n\u003C\u002Fspan\u003E\u003C\u002Fdiv\u003E\u003C\u002Fdiv\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"b879d7db-c1e9-471c-920d-b102e30a3143\" id=\"b879d7db-c1e9-471c-920d-b102e30a3143\"\u003E広告業界がデジタルマーケティングへの対応にシフトする中、システム開発など\u003Cstrong\u003Eデジタルの知見が豊富にあるコンサルたち\u003C\u002Fstrong\u003Eが業界に参入し始めた。\u003C\u002Fp\u003E\u003Cp name=\"e89f592b-9663-4b01-95ce-c07c9809eb60\" id=\"e89f592b-9663-4b01-95ce-c07c9809eb60\"\u003Eそれでも\u003Cstrong\u003E「クリエーティブでは負けない」\u003C\u002Fstrong\u003Eと粘っていた広告業界たちだったが、コンサルティング会社たちは\u003Cstrong\u003Eデザイン会社などの買収\u003C\u002Fstrong\u003Eでその領域にまで踏み入れてきた。\u003C\u002Fp\u003E\u003Cp name=\"41bbae58-162e-4e4f-8357-c8e300fdbbfd\" id=\"41bbae58-162e-4e4f-8357-c8e300fdbbfd\"\u003E・コンサルの広告化\u003Cbr\u003E・電通のコンサル化\u003C\u002Fp\u003E\u003Cp name=\"7738f811-527d-4896-a06f-5b9b27f8be9b\" id=\"7738f811-527d-4896-a06f-5b9b27f8be9b\"\u003Eこの2つが同時にスタートした。クリエーティブもマーケティングも従来の領域を守りつつ、\u003Cstrong\u003Eコンサルと戦う上位概念の専門部隊\u003C\u002Fstrong\u003Eを蘇生する必要があった。\u003C\u002Fp\u003E\u003Cp name=\"c104a7bd-5da7-407e-9169-302bfed3160f\" id=\"c104a7bd-5da7-407e-9169-302bfed3160f\"\u003Eマーケティング領域では「テレビの効果検証」だけではなくインナーブランディングや採用など経営に近い領域で活動する戦略コンサル的な部署を新設（当時、私はここに異動）。\u003Cbr\u003E\u003Cbr\u003Eクリエーティブ領域でも「CMプランニング」だけでなく、クリエーティブ視点で経営に近い課題解決に挑む新組織を設立した。\u003C\u002Fp\u003E\u003Cp name=\"d36d0fea-09b6-49a7-a894-0d1f25d0c861\" id=\"d36d0fea-09b6-49a7-a894-0d1f25d0c861\"\u003E\u003Cbr\u003E\u003C\u002Fp\u003E\u003Cfigure name=\"7bc44024-77a4-48c9-a24a-aed0d8d04a03\" id=\"7bc44024-77a4-48c9-a24a-aed0d8d04a03\"\u003E\u003Cimg src=\"https:\u002F\u002Fassets.st-note.com\u002Fimg\u002F1718415292411-tCGRbZ2Hjr.png?width=1200\" alt=\"\" width=\"620\" height=\"392\" loading=\"lazy\"\u003E\u003Cfigcaption\u003E\u003C\u002Ffigcaption\u003E\u003C\u002Ffigure\u003E\u003Cp name=\"f61c4b8b-536e-40b2-9da0-9b604400c170\" id=\"f61c4b8b-536e-40b2-9da0-9b604400c170\"\u003Eこのほかにもソーシャルメディアを土俵にした\u003Cstrong\u003E「PR」\u003C\u002Fstrong\u003Eという概念が生まれ、メディアをどう組み合わせて使うのが効果的かを検証する「\u003Cstrong\u003Eメディアプランニング」\u003C\u002Fstrong\u003Eという概念も定着していった。\u003C\u002Fp\u003E\u003Cp name=\"50c40c9d-cedd-48c8-9e57-00b7208dd671\" id=\"50c40c9d-cedd-48c8-9e57-00b7208dd671\"\u003Eそして2023年、シンプルだった業界がどんどん複雑になっていく中、私は電通を退社した。\u003C\u002Fp\u003E\u003Ch2 name=\"91434df6-f5b4-49a8-8e25-42fa7a5f7970\" id=\"91434df6-f5b4-49a8-8e25-42fa7a5f7970\"\u003E◾️広告の変化は時代の変化\u003C\u002Fh2\u003E\u003Cp name=\"9e766f1e-edf5-4065-8bc2-43087171f729\" id=\"9e766f1e-edf5-4065-8bc2-43087171f729\"\u003Eいかがだったろうか。\u003Cbr\u003E私が電通で過ごした17年間を5分で乱暴に振り返るとこんな感じだ。\u003Cbr\u003E\u003Cbr\u003E「テレビCMをどーんとやりたいよね」\u003C\u002Fp\u003E\u003Cp name=\"09704dca-6a30-45b5-82bc-0cdfb3857707\" id=\"09704dca-6a30-45b5-82bc-0cdfb3857707\"\u003Eなんて言っていた時代が、今となっては懐かしい。\u003C\u002Fp\u003E\u003Cp name=\"823e8965-5204-40da-a89e-5330c32326fa\" id=\"823e8965-5204-40da-a89e-5330c32326fa\"\u003Eこれだけ大きな変化をした広告業界だが、私が入社した時から変わっていない真理もある。\u003C\u002Fp\u003E\u003Cp name=\"a97f34f5-803e-4dea-9cdb-d4ec71a8189e\" id=\"a97f34f5-803e-4dea-9cdb-d4ec71a8189e\"\u003E\u003Cstrong\u003E「広告は時代を移す鏡」\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp name=\"da879af8-cc16-4423-8863-f65c36bebf06\" id=\"da879af8-cc16-4423-8863-f65c36bebf06\"\u003Eという言葉が、きっとそれを表している。\u003C\u002Fp\u003E\u003Cp name=\"cd2921d1-e9e7-4fc2-af36-cb20bf90b351\" id=\"cd2921d1-e9e7-4fc2-af36-cb20bf90b351\"\u003E私は業界を出てしまったが、これからも広告業界の変化は、時代の変化として注目していきたいと思う。\u003C\u002Fp\u003E",separator:a,description:c,index:[],externalUrl:a,disableComment:b,editableScopes:["web","ios","android"],nonEditableReason:a,capabilities:{amazonpayCampaign:f,amazonpay:f,guestAmazonpay:f,rubyText:f,formulaText:f,duplication:f},createdAt:"2024-06-14T14:49:42.000+09:00",user:{id:aG,key:"319ba58d3ddc22593118bb3a07c44d10",urlname:p,nickname:"小島雄一郎",activeFlag:f,noteCount:172,emailConfirmedFlag:f,createdAt:"2016-01-31T02:10:17.000+09:00",userProfileImagePath:"https:\u002F\u002Fassets.st-note.com\u002Fproduction\u002Fuploads\u002Fimages\u002F165003221\u002Fprofile_273e91646ecfd283d967052cd56fcf1d.png?fit=bounds&format=jpeg&quality=85&width=330",noUrlnameUser:b,storeUrl:c,followingCount:54,followerCount:4234,profile:"電通（コンサル） → IMADEYA（酒屋）。著書は「広告のやりかたで就活をやってみた」。日経COMEMOのオピニオンリーダーをやっていますが、クビになる可能性もあります。パートナー関係を1対1で捉えないポリアモリーについても書いています。",withdrawal:b,isMe:b,isFollowing:b,isFollowed:b,isAdmin:b,customDomain:a,enableSerif:b,othersRelatedNotesEnabled:f,disableSupport:a,twitterNickname:p,socials:{twitter:{id:1907786,nickname:p,name:c,uid:c}},externalLinks:{},proUserId:a,purchaseAppealTextNote:a,purchaseAppealTextMagazine:a,purchaseAppealTextSupport:"自分の考えを買いた記事がお金になるって不思議な体験ですね。ぜひあなたもモヤモヤも整理させてください。買いてほしいテーマなどあればコメントいただけると幸いです。",followAppealText:"フォロー感謝です。パワポで整理してほしいことがあれば教えてください。",followAppealImage:a,likeAppealText:"スキありがとうございます！よければシェアしてもらえるともっと喜びます。",likeAppealImage:"https:\u002F\u002Fassets.st-note.com\u002Fproduction\u002Fuploads\u002Fimages\u002F23845104\u002F9092d5414df34717ce2e21bb955a23fb.png?fit=bounds&format=jpeg&height=500&quality=85&width=500",shareAppeal:{text:a,image:a},magazineAddAppeal:{text:a,image:a},blocksYou:b,isBlocked:b,disableGuestPurchase:b,supportBoxAppealText:"サポートいただけたらグリーンラベルを買います。飲むと筆が進みます。",customSupportBox:a},audio:a,belongingMagazineKeys:[q,"m8bd655916368","mb70e8e3f37af","m40f8c76226c5","m29b3f1a0eac3","md88e16ed9c60","m0ec4d3a5a4b2","m7834bcd20ed9","m606b547c0b1e","m6d7dfb2cedc7","mf28ae3aa90e4","me7814680d25e","mda941f05070f"],canComment:f,canDelete:b,canMemberEdit:b,canMemberPublish:b,canMemberRead:b,canMemberWrite:b,canMultipleLimitedNote:b,canPublish:b,canRead:f,canSellOnFirstComeNote:b,canUpdate:b,canVote:f,canShowHashtagBanner:f,categories:[],category:a,classifyCategories:[{id:A}],commentViewable:f,customDomain:{id:E,tls:f,host:o,type:t,key:q},embeddedContents:[{key:"embdade9be5d215",url:"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXMZO38657210X01C18A2X11000\u002F",service:"external-article",identifier:a,embeddableType:"Note",htmlForDisplay:a,caption:a,createdAt:"2024-06-15T10:11:49.000+09:00",htmlForEmbed:"\u003Cspan\u003E\u003Cdiv 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@you1026 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この17年間で電通の内勤に起こっていたこと（私見）。｜小島 雄一郎

この17年間で電通の内勤に起こっていたこと（私見）。｜小島雄一郎