The BP/BX academy for 200 top salespeople from the Dentsu Group is developing practical capabilities to support clients' fundamental growth. With support from DI, learning by academy participants is spreading throughout the company and driving growth in the BX field.
The BP/BX academy was launched for business producers from the Dentsu Group under a capital and business alliance with DI (Dream Incubator). The initial cohort consisted of 28 participants at department-head level, who spent approximately 4 months taking part in residential programmes, outside lectures and group discussions. The academy's ultimate goal was to have participants make proposals to clients and present the actual proposals for review by Dentsu's executives as part of a practical learning programme.
The academy's organisers position BX as the ability to support clients' fundamental growth beyond the scope of advertising, and aim to equip participants to develop proposals themselves and work alongside clients. Current business producers including Katayama Toru (片山 享) said that through the academy they had gained a deeper understanding of client issues, improved their strategic planning and strengthened their practical proposal skills.
The academy has held 7 cohorts to date, and the number of graduates exceeded 190 as of September 2026. The BX support business is entering its third year of full-scale operations and has grown to account for approximately 40% of the Dentsu Group's total gross profit. Yoshida (吉田) said the goal is for all business producers to have BX as a standard capability, and indicated that efforts to achieve IGP will continue through talent development.