2026 Virtual Coaches
Shinichi Kobayashi
Executive Creative Director/ Creative Innovation Officer
ADK Marketing Solutions
Tokyo
With over 30 years of experience spanning Dentsu, Rakuten, and ADK, Shinichi Kobayashi is a creative leader at the intersection of technology, data, and culture. At Dentsu Digital, he built the creative department and established integrated on-offline, data-informed approaches that turned technology into entirely new consumer experiences. At Rakuten, he directed platform and loyalty strategies that connected millions of users and advanced business transformation. Since 2022 at ADK, he has led a 120-member, multi-disciplinary creative organization, driving digital growth across divisions and designing brand experiences that extend beyond traditional advertising.
Grounded in Economic Anthropology, he blends cultural insight with business and technology in his problem-solving. He also taught “Advertising Copywriting” for 16 years at Kanazawa College of Art and continues to mentor emerging creatives through seminars and talks.
Awards & Recognition
Over 70 domestic and international awards, including, Cannes Lions Gold, 2 Spikes Asia Grand Prix, and the Tokyo Copywriter’s Award.
Jury Experience
ADFEST: 2024 Young Lotus; 2025 Brand Experience, Commerce, Direct
ADFEST: 2024 Young Lotus; 2025 Brand Experience, Commerce, Direct
MAD Stars: 2024 Final Jury (Print, Radio & Audio, Design, Direct, Strategy, SDGs)
LIA: 2025 Jury (Evolution, Creative Use of Data)
Career Journey
ADK Marketing Solutions (2022–Present) Executive Officer / ECD & Digital Growth Officer. Leads a 120-member creative organization and spearheads digital growth across multiple divisions. Key global projects include Hisamitsu Pharmaceutical and RICOH branding initiatives.
Rakuten (2020–2021) Chief Professional, Head of Platform Strategy. Directed the Rakuten Point ecosystem and loyalty marketing strategy.
Dentsu Digital (2017–2020) Executive Creative Director. Built the creative department and pioneered integrated, data-driven creativity.
Dentsu (1999–2016) Creative Director. Led iconic campaigns including Pocari Sweat, Suntory Kinmugi, and JR Tokai “Ambitious Japan.”
ADK (1993–1999) Copywriter. Began career producing award-winning campaigns for Toshiba, Nissin, and Pioneer.
Academic & Mentorship
Kanazawa College of Art (2005–2022) – Adjunct Lecturer in “Advertising Copywriting” for 16 years
Conducted 80+ creative seminars since 2017
Mentored dozens of young creatives, many of whom now lead teams in major agencies and brands Publications & Thought Leadership
Authored books and articles on advertising in the digital age
Frequent speaker at international conferences, including Advertising Week Asia, Markezin Day, TIDEF, and industry seminars.
Known for bridging cultural insights from Economic Anthropology with technological innovation Philosophy & Vision
Conducted 80+ creative seminars since 2017
Mentored dozens of young creatives, many of whom now lead teams in major agencies and brands Publications & Thought Leadership
Authored books and articles on advertising in the digital age
Frequent speaker at international conferences, including Advertising Week Asia, Markezin Day, TIDEF, and industry seminars.
Known for bridging cultural insights from Economic Anthropology with technological innovation Philosophy & Vision
Kobayashi believes in redefining brand experiences by harnessing the synergy of creativity, data, and technology. His foundation in economic anthropology enables him to combine cultural insights with scientific methods, offering a perspective that goes beyond advertising to address broader socio-economic challenges. He remains committed to mentoring the next generation of creative leaders and shaping a sustainable, innovative future for the global creative industry.