Hiroshi Igarashi: ‘Without diversity, creativity becomes an echo chamber’

Are you optimistic about the future of creativity?

Endlessly. Creativity has always found its way through disruption, and it’s currently being challenged and evolving in fascinating ways. We’re seeing the boundaries blur between art, technology and culture. Rather than being a threat to creativity, it’s an invitation to push boundaries. 

At Dentsu, we talk a lot about “transformative creativity”, not as a slogan, but as a mindset. It means creativity that brings together multiple capabilities to shift business outcomes and can even drive systemic change. 

AI is a big part of the conversation right now. At Dentsu, AI enhances us, and vice versa. We don’t just ask AI for answers, we teach it. We pose sharp challenges to AI, let it learn from human creativity and beautifully dismantle the formulaic answers it provides. 

The future of creativity belongs to the visionaries and I’m very proud to work across a network rich with such forward-thinkers around the world.  

What excites you about brand-building?

What excites me is how much broader and more dynamic brand building has become. It’s moved on so much further than storytelling – it’s about experience, utility, timing, relevance. A brand today lives across so many touchpoints: a paid ad, a TikTok post, a retail shelf, a customer service chatbot, a loyalty programme and more. It’s all connected. 

At Dentsu, we bring together creativity, media, data, technology, commerce – the full ecosystem to help brands not only say something meaningful but do something meaningful. And when you get that right, it drives growth, loyalty and cultural relevance. 

But, ultimately, brand-building is about trust. And trust is earned, not just through what you say, but through every single one of those touchpoints – where Dentsu has a broad and sophisticated reach. Helping brands earn that trust and then turn it into lasting value, that’s what excites me. 

Is diversity an aid to creativity?

Diversity isn’t just an aid to creativity, it is the engine behind it. Without diverse perspectives, creativity becomes an echo chamber. In today’s world, where culture moves faster than ever, sameness is not only uninspired, it’s ineffective. 

We work across markets, languages, and cultures – from Tokyo to São Paulo to Johannesburg – and what we’ve learned is simple: the best ideas often come from the friction between different viewpoints. That tension creates newness. That’s where innovation lives. 

This isn’t just a moral commitment, it’s a commercial one. The brands that reflect the richness of the world around them are the ones people trust, buy from and advocate for. Inclusion sharpens relevance. And relevance drives results.

But real diversity isn’t about checking boxes. It’s about building environments where different voices are heard, challenged and celebrated. That’s how you get to work that doesn’t just win awards, but moves markets, communities and culture. 

Hiroshi Igarashi is president and global chief executive of Dentsu