Since the appearance of the Internet, as for the mass media and the digital media, there is always the sight that has been arrested as one opposition axis up to the present after the 21st century in particular began. A symbolic event will be Nippon Broadcasting System purchase drama by Livedoor in 2005. In a sense, as for it, there were many cases talked about in context of the difference of generations and between composition of Establishment and anti-Establishment. However, it must be said that it is only a mean less discussion only inside the advertising business player now. We must change our mind drastically, not like called the scramble for advertising appropriation budget but to “co-creation” for the new values. Because the lifestyle and the purchasing action of consumers are drastically changing and also the generation inside the clients are changing. However, we are going to discuss and show you about the“mind set&rdqu o; which the clients and advertising agency and solutions provider should have at present time.