Asia-Pacific Power List 2024: Tatsuya Okamoto, Ajinomoto

Tatsuya Okamoto 

GM, Marketing Design Center
Ajinomoto
Japan
New member

Tatsuya Okamoto is a key leader at Ajinomoto, heading both the Food Products Division and the newly established Marketing Design Centre. Appointed after organisational changes in February 2023, his dual role highlights his expertise and vision in marketing. Okamoto integrates the Advertising, Consumer Analysis and Business Creation, and Owned Media departments to enhance Ajinomoto’s marketing efforts and drive innovation. This integration aims to create a cohesive and impactful consumer experience, aligning with Ajinomoto’s policy of creating social and economic value through business activities.

Under his leadership, the "Newspaper for Lettuce Preservation" campaign, created by Dentsu, Tokyo, won the Grand Prix in the Media category at the Spikes Asia 2024 awards. This campaign cleverly repurposed newspapers printed with special ink containing natural preservatives to extend the freshness of lettuce, addressing a common household concern in Japan and reducing food waste.

The campaign’s creative use of traditional media captured public interest and reinforced Ajinomoto's values of innovation and care. Its focus on sustainability resonated with environmentally conscious consumers, enhancing the brand’s image as a responsible company. Recognised among 203 entries in the Media category, the campaign demonstrated superior strategic thinking and tangible results.

Beyond his role at Ajinomoto, Okamoto contributes to the marketing community as an active mentor for fresh talent. He was recently on the jury for the Japan Marketing Awards, Japan’s largest marketing accolade. His experience and commitment to sustainability and innovation drive Ajinomoto's mission to contribute to global well-being through "AminoScience."