The company reportedly selected Fallon without calling a formal review, and is not believed to have previously worked with a major advertising agency in the Japanese market, despite operating over 20 outlets nationwide. Phil Rubel, Fallon Japan’s representative director and managing partner, was unable to disclose the value of the account.
Daisuke David Nakajima, president of BoConcept Japan, explained that the firm was seeking clearer positioning and a “stronger and deeper relationship with design-conscious urbanites”, stating that its current image among potential customers was ambiguous.
BoConcept is Denmark’s largest urban furniture and design chain, with more than 220 shops across 45 countries worldwide.
