David Blecken
Jun 10, 2016

Dentsu ECD drags advertising into a new era

As part of our series on the changing nature of Japanese creativity, we spoke to Dentsu ECD Yasuharu Sasaki about tech, trust and talent.

Yasuharu Sasaki

It’s easy to assume Dentsu’s business, and Japanese advertising as a whole, is still dominated by media buying, TVCs and celebrities. The model has worked well up until now, but Yasuharu Sasaki knows it won’t last forever.

A computer scientist by training, he says his role is essentially “to change creatives’ minds into up-to-date digital ones”.

In a brief interview with Campaign at Spikes last year, he acknowledged “clients are changing”...

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