David Blecken
Oct 11, 2017

How Shiseido is evolving its approach to creativity

The beauty giant’s ECD sees individual—not corporate—relationships as central to the future of creative work.

Naomi Yamamoto, Shiseido's in-house ECD

For many companies, the concept of an in-house creative department is new and daunting ground. Shiseido has had one for more than a century, and it’s been integral to the company’s visual identity throughout its history.

Starting out with a focus on packaging design, the department most recently led the launch of a global brand, Waso, in conjunction with WiedenKennedy Tokyo. It is also credited with the Cannes Lions-winning experimental High School Girl...

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