Who We Are

We are a team of experts committed to putting purpose in business.

Purpose, Mission and Values

Create great brands for the generations to come.
Push our clients to do things in different ways.
  • Be Creative
  • Be Collaborative
  • Be Resilient


Mikiko Saito
齊藤 三希子

After starting her career at Dentsu Inc. and completing a temporary assignment at Dentsu Institute, Saito founded Saito & Co. (later changed to SMO Inc.) in 2005. She does brand consulting and trend creation work to gauge the essential value of products and assess their performance in the marketplace. In order to offer  high-quality & creative marketing services, she travels the world seeking new and unique products, designs, trends and inspiration. Saito graduated from the Department of Economics of Keio University. She is an author of a book "Purpose Branding" published in 2021.

株式会社電通に入社後、電通総研への出向を経て、2005年に株式会社齊藤三希子事務所(後にエスエムオー株式会社に社名変更)を設立。「本物を未来に伝えていく」をパーパスとして掲げ、ものの本質的な価値を見据えたパーパス・ブランディングを日本でいち早く取り入れる。フューチャー・インサイトとクリエイティブを融合させた、強く美しいブランドをつくるためのコンサルティングを行なっている。そのために、世界中を旅し、あらゆる人と触れ、見たことのないものを追い求める。慶應義塾大学経済学部卒業。2021年7月、著書『PURPOSE BRANDING〜「何をやるか?」ではなく「なぜやるか?」から考える』を出版。株式会社バルカー社外取締役。

Hisashi Aoyama
青山 永

Hisashi spent his career in business companies such as Seibu Saison Group and Royal Holdings. With this experience, he worked for several consulting firms helping retail and hospitality companies to overcome challenges in branding, marketing, product and service development and human resource development. Since he joined Saito & Co. (later changed to SMO Inc.) in 2009, he has been working on branding that intrinsically enhances core value and directly relates to management actions, with the purpose of passing on excellent brand to the future. He holds a MBA from Rikkyo University and Master of Science, and a M.A. from Aoyama Gakuin University Graduate School of Social Informatics.


Haruko Miyauchi
宮内 春子
Branding Consultant

After working as a PR assistant in the fashion industry, she joined Vis A Vision Inc., an event planning/organizing company for performing arts, where she planned and executed promotion and marketing strategies including organizing promotional campaign events, drafting tour schedule and participating actual tours. She then joined the Event and Outreach team in Moody's Analytics Japan K.K., and was responsible for corporate communications through planning and organizing a diverse range of outreach activities including teleconference, roundtables, briefings, conference and third party events. After completing her master's degree in the UK, she joined SMO in 2014 to pursue her career in Brand consulting business. MA in Brands, Communication and Culture at Goldsmiths, University of London. BA in Comparative Culture at Sophia University.

ファッション業界にてPR職に就いた後、ミュージカルやクラシックコンサートなど海外プロダクションの招聘、興行の企画、宣伝、プロモーション、そして運営を行う株式会社ビザビジョンへ移り経験を積む。その後、ムーディーズ・アナリティックス・ジャパン株式会社に転職、イベント&アウトリーチ部にてセミナー、プロモーションイベント、トレーニングなどの企画・運営を担当し、主に社外向けコミュニケーション向上のための活動に務める。 2012年英国へ留学、2014年にエスエムオー株式会社に加わり、ブランディング業務を行っている。上智大学比較文化学部卒業、ロンドン大学ゴールドスミス校ブランド・コミュニケーション・カルチャー修士修了。

Mayuko Iwata
岩田 真由子
Art Director

After graduating from the Department of Housing and Architecture of Faculty of Human Sciences and Design at Japan Women's University, Iwata joined a major general constraction company, then the sales teams of IDÉE Co., Ltd. In 2004 she moved to the U.S. to study textile designs at the Fashion Institute of Technology in New York. Upon returning to Japan, she worked as a catering coordinator at Dean & Deluca Japan, where she was involved in planning, operation, and menu development. Her responsibilities extended to managing specialty boutique apparel shops, concept planning for commercial facilities, and leading the planning and design of new shops, cafes, and restaurants. She joined SMO in 2015, where she currently leverages her experience in retail to help companies build stronger brands.


Nae Takahashi
高橋 苗
Operations Manager

After graduating from Keio University, Nae moved to New York City where she worked for a fashion retailer and developed an e-commerce division using a new business model, - a “members only" flash sales website - which was successful for over a decade. In 2016 she moved back to Japan with her family and joined SMO.


Justin Lee
Purpose Management Consultant

After working in Silicon Valley, Justin moved to Asia where he worked as a marketing consultant at PwC Japan helping companies develop marketing strategies for Japan and China. In 2012 he moved to Los Angeles and founded The Purpose Project, Inc. He regularly gives talks on the importance of purpose in business and marketing, and helps organizations discover their purpose and start movements. He is fluent in English, Japanese and Mandarin. He graduated from UC Berkeley and also studied abroad at Hitotsubashi University.

The Purpose Project, Inc.
Based in Los Angeles, The Purpose Project, Inc. is a think tank specializing in researching purpose-driven companies. We share insights and best practices with companies and universities around the world through seminars and workshops. We exist to inspire people to discover their purpose, start movements, and achieve greatness.

150 N. Santa Anita Ave. Suite #300
Arcadia, CA 91006

シリコンバレーにあるベンチャーにて、マーケティング効果測定サービスを担当しキャリアをスタート。その後アジアに移り、日本のプライスウォーターハウスクーパース株式会社にコンサルタントとして勤務し、ブランディング及びマーケティング、海外市場参入戦略を担当。2012年、ロサンゼルスに戻り、企業事例とベストプラクティスの調査研究を通じ、パーパス主導企業になるためのノウハウをより多くの人々に伝えるためThe Purpose Project, Inc.を設立。ビジネスとマーケティングにおけるパーパスの重要性について定期的に講演を行ったり、企業や組織のパーパスを見つけ、ムーブメントを起こす活動を支援している。カリフォルニア大学バークレー校卒業(在学中に一橋大学に留学)。日本語、中国語、英語が堪能。

Yoshiaki Suzuki
鈴木 美昭
Advisory Board Member

After graduating from Keio University, Yoshiaki has been working at Dentsu Inc. for more than 30 years in sales dealing with a wide variety of industries including IT communications, auto, finance, real estate, chemicals, food and beverage. He took up the post of executive officer at Dentsu Inc. in 2013, followed by the current post of corporate advisor.


Maki Chagnard Todoriki
等々力 万貴

After working in a brand consultancy, Maki founded XIC inc., which is a design and marketing consultancy for commercial spaces in 2010. XIC specializes in lifestyle, food and luxury apparel. With expertise rangeing from creation and validation of concepts to design of commercial space itself, XIC consistently delivered efficient results to its clients by leveraging smart thinking, ahead-of-the-curve trend spotting and proven know-how. Currently based in Geneva. Maki graduated from the Department of Scenography, Display and Fashion Design of Musashino Art University.

ブランドコンサルティング会社を経て、2010年XIC Inc.を設立。国内外問わず、『衣食住』を基本軸としながら新店舗開発からデザインまで幅広い業務を行う。時代やマーケットのトレンドや動きをとらえ様々な業務の中で培った経験やノウハウ、アイディアを活かし課題を解決する具体策を提案している。またブランドの日本・海外展開では、ブランドの強みを生かしながら、市場へフィットする効果的なブランディングを展開している。ジュネーブ在住。武蔵野美術大学空間演出デザイン学科卒業。

Toshitsugu Saito
齊藤 斗志二
Advisory Board Member

Former member of the House of Representatives in the Diet. Saito has taken the post of Director of the Youth Division of the Liberal Democratic Party, Postal and Telecommunication Parliamentary Secretary, then House of Representatives Chamber of Commerce and Industry Chairman. As the 63rd Director General of the Defense Agency (Minister of State), he directed the Mid-Term National Defense Program. He lead a push to enact the law of Basic Act for the Promotion of Culture and the Arts, and has been making strong efforts in the fields of art, culture, and education. He was also Chairman of the Boy Scout Promotion League of Diet Members, Executive Officer of Parliamentary Association for the Music and Movies, and Head of National Sports Promotion Committee. He is a current councilor for the Japanese Olympic Committee. Saito graduated from the Department of Economics of Sophia University, and holds an MBA from University of Washington.


Kyoichi Maruyama
丸山 恭一

After graduating from School of Engineering at Hokkaido University, Maruyama joined Recruit Cosmos. After working for several different companies including Recruit, ABC Mart Inc., and Link One Inc., he founded Hitozukuri Soshikizukuri Inc., a consultancy specializing in foods, retails, and services in 2009.

北海道大学 工学部 原子工学科卒業後、リクルートコスモスに入社。株式会社リクルートへの異動、株式会社インターナショナルトレーディング・コーポレーション(その後株式会社エービーシー・マートとなる)、外食支援コンサルティングの株式会社リンク・ワンを経て、2009年に株式会社 人創り・組織創りを設立。飲食・小売・流通サービスに特化した人事施策のコンサルティングを行っている。

Ryo Nakamura
中村 稜

Nakamura has been a freelance web designer since 1994 when the internet had just become mainstream, he helped the development of web portal during its growing phase by leveraging his specialty in communication design with a focus in using graphics and movies. Later when sales promotion and campaigns were web-centered, he was involved in planning and production in a wide range of categories from consumer products to premium brands. After 2005 Nakamura worked with companies such as IT venture firms, website and system development, advertising, and online commerce, served as board members of various companies, and also has experience with M&A. Since the Great East Japan Earthquake in 2011 he has also been a part of a NPO to help others learn about Japanese identities through arts.


Ibun Hirahara
平原 依文

Ibun has studied abroad alone since she was eight, including in China, Canada, Mexico and Spain. She moved back to Japan and finished BA in Waseda University School of International Liberal Studies. After working at Johnson & Johnson at digital marketing department, she decided to change her carrier to achieve her dream of a “borderless society”. Ibun is currently working for several companies as a PR/marketing consultant, organizing SDGs projects, with her key faith “sustainable” and “core oriented”. She has been represented Japan at Young Davos in 2018-19.


Yusuke Kogure
小昏 雄介

After graduated from Faculty of Economics at the University of Tokyo, Yusuke started his career at Accenture Japan Ltd as a business strategy and improvement consultant on several major projects. In 2010 Yusuke founded Management Agent Co., Ltd. has been consulting in a broad range of areas such as medium-term management planning, human resources, business improvement, and system development. He has been working with SMO since 2017.


Mariko Enami
榎並 真理子

Mariko started her career in the development division at East Japan Railway Company. She was involved in the management and the operation of three commercial facilities in the terminal stations in Tokyo metropolitan area. She focused on directing sales promotions, enhancing customer service, and practicing team building to improve operational capabilities. She decided to go freelance to take on a new challenge, and joined SMO in the fall of 2020. She graduated from Rikkyo University with a degree in Economics.


Koko Maehata
前畑 晃子

After graduating from the Faculty of Letters at Keio University, Koko started her career at Warner Music Japan Inc. working in sales and sales promotion of Western music and original soundtracks. She then transitioned to the IT industry where she launched and directed Yahoo Music Sound Station, as an affiliate marketing planner in charge of e-commerce sites for food, cosmetics, and apparel, and later worked in management at Taku Satoh Design Office Inc. Koko joined SMO in 2021.

慶応義塾大学文学部卒業後、ワーナーミュージック・ジャパンに入社。以降音楽業界にて約6年、営業と主に洋楽とオリジナル・サウンドトラックのセールスプロモーションに携わる。その後IT業界へ転向し、Yahooミュージック サウンドステーションの立ち上げとWEBディレクション、アフィリエイトマーケティングプランナーとして食品、化粧品、アパレルなどのECサイトを担当。 佐藤卓デザイン事務所のマネジメント業務を経て、2021年よりエスエムオー株式会社に参加。

Yuichi Washida
鷲田 祐一
Advisory Board Member

Washida is a professor at Hitotsubashi University, Graduate School of Business Administration, specializing in marketing and innovation studies. After graduating from Hitotsubashi University (Faculty of Commerce Management) in 1991, he joined the marketing department at Hakuhodo Inc.. In 2003 he studied at the Massachusetts Institute of Technology (MIT) , and in 2008 completed his doctorate at the Graduate School of Arts and Sciences, the University of Tokyo. He became an associate professor at Hitotsubashi University's Graduate School of Commerce and Management in 2011, and has been in his current position since 2018.


Company Data

If you are an open-minded business executive willing to think differently and challenge the status quo of business management, and you would like to harness purpose in your organization to start a movement to do something extraordinary, let's get in touch.


Company Name
SMO Inc.
Head Office
Toranomon Hills Business Tower 15F CIC Tokyo,1-17-1, Toranomon, Minato-ku
Tokyo 105-6415 Japan ( GoogleMap >> )
( Contact Form >> )
March, 2005
Paid-in Capital
30,000,000 JPY
Mikiko Saito
Major Bank
Mizuho Bank, Ltd.
〒105-6415 東京都港区虎ノ門1丁目17-1 虎ノ門ヒルズビジネスタワー15階 CIC Tokyo
( GoogleMap >> )
( Contact Form >> )
齊藤 三希子