Tsukkomi Communication: Turning Consumers into "Partners" The Art of Advertising with Straight Man and Funny Man Dynamics Today, the people companies are communicating with are not "amateurs." Obvious? Certainly. Users sometimes love products and brands more than marketers or creators, considering them "their own." In some ways, those who spend their own money and use the products daily might be considered the true experts. Born in Tokyo in 1975. Graduated from the Faculty of Sociology at Hitotsubashi University and joined Hakuhodo Inc. Copywriter at the Engagement Creative Bureau. Amidst the self-restraint mood after the earthquake disaster, he launched "Hanasake Nippon," an activity to encourage cherry blossom viewing with sake from Tohoku, and won a Silver Lion in the PR category at the Cannes Lions in 2012. Member of the Tokyo Copywriters Club (TCC). Winner of the TCC Chairman's Award, ACC Radio Category Silver Award, Spikes Asia Advertising Festival Bronze Award, and many others. Serves as the editorial desk for "Shunkan! Research NEWS." I don't really have anyone to consult with about comprehensive communication strategies, but this book is exactly what I was looking for. The author is a rare individual who can properly formulate a 360-degree communication strategy.