Desperate times call for extraordinary measures. Extraordinary at
least by the rigid business standards that still govern Japanese
advertising agencies.
That the review was for the Hong Kong portion of Kao's account very
likely provided Hakuhodo with the much-needed leeway to partner with
Zenith Media.
Still, Japan's so-called "lost decade" of unprecedented stagnation is
forcing Japanese agencies to reconsider their game plan. The frequency
of slumps is prodding advertisers to place greater store on media
planning, an emphasis that bodes well for international agencies
attempting to crack the Japanese wall.
