The business was acquired from incumbent Kyodo Advertising in a review that focused on credentials and cost effectiveness. Kim Walker, Carat regional director for Korea and Japan, said that the agency also emphasised a transparent client billing structure.
"Most agencies do not declare their net media cost to clients. Being transparent represents a very new approach in Japan, which is catching on because there is a huge drive for accountability.
"Once the momentum starts to move in that direction in a big way, we'll be able to capitalise on it because we are already doing it, Walker said.
Chusen's first assignments will be to handle the media planning and buying for campaigns promoting new releases, including Sign, 9 Days and Peter Pan II. Local agency, Shintsu, will continue to be responsible for media briefs in southern Japan out of Osaka, while Hakuhodo will continue handling national planning and buying.
There was no review of the creative account as much of the creative work is made in the US with local production shops adapting it for the Japanese market.
