A First in SUNNY SIDE UP History! How a First-Year Employee Became the Youngest Planner | Account Planning Division Edition

Hello, everyone! I am Ninomiya, a first-year employee.

This is the segment where we introduce the appeal of our assigned divisions from the perspective of first-year employees, following the previously published editions for Division 3 and Division 1.

This time, I would like to introduce the appeal of the Account Planning Division (AP Division), where I have been assigned!

Click here for the Division 3 and Division 1 editions:
Two Months Since Assignment! What is the Appeal of the Division? | Division 3 Edition
What is the Unknown Face of Division 1? The Appeal of the Division from the Perspective of Three Fresh Members | Division 1 Edition

■ About the Various Divisions

I have been talking about my assignment, but some of you might be wondering, “How many divisions are there?” or “What are the differences between them?”

Since many of you may have various questions, I would like to briefly explain each of the divisions.

【SUNNY SIDE UP Division Structure Chart】

The organizational structure of SUNNY SIDE UP consists of five divisions—Division 1, Division 2, Division 3 Sports, Division 4, and the Account Planning Division—along with the Business Affairs Department (BA Department). (The new structure was launched in July 2021.)

After joining in April, assignments are determined following a training period (one month) and a provisional assignment period (two months), placing each individual in a division that matches their aspirations and aptitude (individuality). In our class of 2021, there are 13 of us in total: three in Division 1, four in Division 2, three in Division 3, two in Division 4, and one in the AP Division.

Regarding the question “What is the difference between each division?”, I will provide a brief explanation based on my own perspective.

Division 1: “The Smartest”
→ Experts in “THE PR”! They handle a wide range of PR, from large commercial facilities to the latest technology companies.

Division 2: “Pioneers of the Digital Age”
→ Strong in digital! While they excel in gadgets and SNS, they actually handle many beauty-related projects as well.

Division 3: “The Sports Kings”
→ The go-to for sports! They handle a wide range of PR from sports brands to athletes (and also engage in a diverse array of non-sports PR).

Division 4: “The New Division Debut”
→ They possess the dynamism unique to a division newly established in July 2021! I have the impression they handle many large clients.

AP Division: “The Brains of Sunny”
→ The intellectual core of Sunny that devises the most critical PR strategies. They are also experts at document preparation.

BA Department: “The Unsung Superheroes”
→ Heroic figures who come to the rescue whenever there is a problem.

While some parts may be difficult to grasp, I hope you will read the upcoming installments of the “Introduction to the Appeal of Divisions from a First-Year Perspective” series for more details.

■ The First New Graduate Planner in the 37-Year History of SUNNY SIDE UP GROUP

Now, let’s get to the main topic!

As mentioned in the title, the truth is…

It seems that assigning a new graduate to the AP Department (*) was a first-time initiative in the 37-year history of SUNNY SIDE UP GROUP! (*The AP Division was also newly established as a division in July 2021. Prior to that, it operated as the AP Department.)

Previously, the department consisted almost entirely of experienced senior staff, with only one senior member having changed careers from the Media Unit to the AP Department upon reaching their third year.

If you are curious about why they changed careers, please take a look at the article below!

Read about the career change here.
“Mastering One Thing” Wasn’t Enough! The Career Path Found by an Ambitious Member | Why I Joined SUNNY SIDE UP Vol. 3

I would like to explain step-by-step why I was assigned to the AP Division and whether it is okay to be a beginner in planning. Please bear with me for a moment.

■ Why I Aimed to be a PR Planner and the Path to My Assignment

Firstly, I have always loved coming up with “projects.” Since middle school, I had a vague dream of having a job where I could make someone even a little bit happier through my ideas.

After entering university, I learned about the existence of “PR Planners” through a seminar on public relations. PR Planners work on strategic design—the very root of happiness—that can make as many people as possible happy. With a single-minded desire for such a job, I focused my job hunting on the PR industry.

The reason I chose to join SUNNY SIDE UP among them was the realization that “to make someone even a little bit happier, we ourselves must be having fun first!”

SUNNY SIDE UP, with its philosophy of “Let’s Have Fun!”, was exactly the company I was looking for.

After joining, I learned that to become a PR Planner, one typically had to gain experience in the Media Unit (MU)—a department specializing in media promotion—before being able to change careers (as no new graduate had been assigned to the AP Division at that time).

When I learned this fact, I felt a little disappointed, but more than that, I felt a burning desire to “definitely achieve results in MU and move to the AP Division as quickly as possible!”

With those feelings in mind, I began to gradually voice my desire to become a planner during the training period and other opportunities.

Then, someone asked me, “Are you interested in planning?” After I shared my thoughts, it was decided that I would be assigned to the AP Division. When I heard this, I was so happy that I shouted and skipped for joy by myself.

SUNNY SIDE UP is a wonderful company that sincerely listens to each individual’s aspirations!

■ Since Being Assigned to the AP Division with Zero Planning Experience

Upon my assignment to the AP Division, my seniors gave me the very encouraging words: “We have prepared a path for you to become a planner in the shortest time possible.” They didn’t just say it; they truly provided opportunities for both input and output, including lectures to become a planner as quickly as possible, mock assignments, and daily training tasks. It is truly “SUNNY SIDE UP’s Comprehensive PR Guidance.”

Here is a brief introduction to the specific input and output I am doing to become the “Fastest Youngest Planner”!

【Input】

・Completing Required Reading
→ Reading through “secret scrolls” that allow me to efficiently gain the knowledge necessary for planning and idea generation.

・Information Gathering
→ Collecting advertising and PR case studies to create an infinite drawer of ideas.

・Classroom Training
→ A place to absorb the knowledge seniors have gained, such as proposal structure, design tips, logical thinking, and marketing analysis.

【Output】

・Mock Assignment Training
→ Actually taking on past projects handled by seniors! I conduct planning proposals alone, like a monk in training.

・Project Support / Brainstorming Participation
→ I join projects handled by seniors as support and provide fresh ideas (it’s like squeezing a lemon for fresh ideas).

・Information Sharing
→ I briefly summarize the information I have gained and output it. By creating a place to disclose this information, it truly transforms into my own knowledge.

By performing input and output simultaneously and “efficiently” in this way, I am transforming into the “Fastest Youngest Planner.”

■ What is the AP Division?

In short, the AP Division is like the “Hyperbolic Time Chamber” from a certain anime.

One day is equivalent to a year; you can grow tremendously, and it definitely becomes “your own strength.”

This kind of experience is something you couldn’t get no matter how much you paid elsewhere. While being grateful for the opportunity to work in this environment, I am determined to achieve growth beyond expectations with the mindset of “stealing” all the knowledge from my seniors!

Just watch! Ninomiya is ready to go!!

■ In Closing

Thank you very much for reading this far! I would be happy if you felt even a little bit of the “excitement” and interest.

SUNNY SIDE UP is a company filled with more charm than I could ever write here.

We will continue to share the appeal of SUNNY SIDE UP in the future, so please look forward to it!