[Solving Structural Issues in Ad Agencies] Sembear Launches Organizational Development Program to Enhance Field 'Proposal Power' and 'Creativity'

sembear LLC (Headquarters: Shibuya, Tokyo; Representative: Kotaro Harada), a company supporting digital marketing talent development and organizational growth, is proud to announce the launch of its 'Ad Agency-Specific Organizational Development Program.' This service is designed to solve common industry issues such as 'siloed operations' and 'passive thinking' peculiar to digital ad agencies, thereby maximizing the inherent intervention value of professionals.

### Background: Structural Limits of the 2003-Style 'Division System' In the current digital advertising industry, the basic structure of division of labor—Front-end, Consulting, and Operations—has remained largely unchanged since the industry's inception around 2003. While this system was once the optimal solution for scaling operations, today it often leads to departmental silos and a 'culture of blame' where responsibilities are pushed onto others.

Furthermore, as AI and machine learning automate operations, limiting the field's perspective to just 'adjusting numbers on a management screen' significantly reduces an organization's proposal capabilities. Agencies today require an autonomous culture that understands the 'client's business model' beyond the dashboard and makes proactive decisions.

### Service Features: Integration of Hard and Soft Skills This program employs a unique approach combining 'Hard Skills (technology/strategy)' led by Representative Harada—a pioneer who built the foundation of search advertising in Japan—and 'Soft Skills (inner growth/behavioral change)' led by experts who have spearheaded transformations in global foreign-affiliated firms.

Sembear has been providing 'Digital Marketing One-on-One Training' to numerous agency consultants since 2013 (including Harada's era as an individual proprietor). The behavioral change rate of participants has consistently exceeded 80% on average. Analyzing the growth patterns of over 200 individuals led to the conclusion that developing 'proposal power' requires not just technical knowledge but also 'soft skills' like self-awareness and communication abilities.

### Overcoming the 'Culture of Blame' The program also addresses the 'culture of blame' fostered by the division of labor. This environment can lead to a 'play-it-safe' attitude that prioritizes internal harmony over taking bold steps for the client. By promoting mutual understanding through soft-skill-focused modules and involving management, the program improves proposal quality while maintaining productivity. It also contributes to improving interpersonal relationships, a major reason for turnover in agencies.

### Specific Program Content: 1. **Updating the Management Layer:** Utilizing psychological approaches like 'Immunity to Change' maps to encourage unlearning among managers tied to old success models and establishing next-generation leadership that brings out field spontaneity. 2. **Dissolving Silos and Building a Common Language:** Integrating MBTI for better self/other awareness with practical group workshops using actual operational data to repair the communication gap between front-end and operations. 3. **Mentoring Service for Management:** A subscription-based mentoring service is provided to support core personnel in the management layer, preventing turnover and enhancing overall leadership capabilities in the face of rapid platform evolution.

### Embodying 'Humanity + Technology' Through this business, Sembear realizes its mission of 'Humanity + Technology'—the fusion of human creativity and technology—at a higher resolution. We aim to restore the dynamism of digital advertising as a job that leads client business through world-class technology.