LEADER: Unusual measure for desperate times

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