David Blecken
Sep 9, 2016

'Simple Japanese': Dentsu sees 'blue ocean' in language students

A controversial initiative to promote the use of simplified Japanese when interacting with tourists points to a new opportunity for marketers.

The project will begin in Yanagawa, Fukuoka

TOKYO - For most non-Japanese people, the notion of an advertising agency initiating a change in the way people communicate is unusual to say the least. It’s hard to imagine government bodies in the West working with an Ogilvy or a McCann, say, to create what is essentially an education programme. But where Dentsu is concerned, things are often somewhat different.

The agency recently announced that it would lead a project under the banner...

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