Red Bull packages the Japanese summer for seasonal product promotion
TOKYO - Red Bull sets out to capture the atmosphere of summer and the great outdoors with a cleverly crafted music video to promote its Summer Edition product for Japan.
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Snack food advertising: Self-regulate or be damned
The second in a series on 'responsible advertising' looks at the pressure piling up on global food giants as people demand action to curb childhood obesity.
Toyota turns the traditional car ad on its head for Vitz Hybrid
An entertaining short film takes inspiration from breakdown reels of past commercials.
Let them feel it: A Rio strategist’s view on effective Olympics sponsorship
Tokyo 2020: Sports fans don’t want to hear sponsors’ messages, but are open to experiencing what those brands are about.
Dentsu aligns with US tailored video content platform for Japan market
TOKYO - Dentsu has partnered with SundaySky, a New York-based video platform, in a move to enhance its video engagement offering for clients.
Taco Bell responds after Japan content gets lost in translation
TOKYO - After a high profile re-entry to Japan, Taco Bell, a subsidiary of Yum Brands, has been prompted to suspend and review its website as a result of criticism on social media over roughly translated Japanese.
Dying Japanese town invites young people to open up
A film created by high school students aims to remind other young people that their hometowns are friendly places.
Cashless app Paymo debuts with neat 'table trick'
An energetic short film by Party aims to show that settling up at social gatherings doesn't have to be a headache.
Y-3 film explores fashion’s role in a police state
The Adidas-Yohji Yamamoto partnership continues to carve out an intriguing positioning for its brand.
'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.
Video player Teads aims to outdo YouTube with sophistication
The video advertising company recently appointed leaders for Asia-Pacific and Japan and aims to take advantage of growing concerns from brands around placement quality.
Nicorette to work with BBDO to build brand in Japan
Johnson & Johnson awarded BBDO the business without a pitch.
A look at what drove Nissin’s ‘Instant Buzz’
We asked Dentsu to explain the thinking that led to its fantastical multiple-memes video celebrating Chikin Ramen’s 58th anniversary.
Designit MD sees opportunity to simplify Japanese service
Phillip Rubel, who recently entered the design world after a long stint in advertising, compares the two industries and outlines how brands can use design to achieve distinction.
Human brain sees off AI ‘creative director’, barely
A competition that pitted human against machine in the creation of a TVC saw the organic lifeform come out on top. But only just.
BMW appoints J. Walter Thompson to lead creative work in Japan
BMW will work with J. Walter Thompson as its lead creative agency in the market from October.
Dentsu overbilling controversy deepens
Irregular transactions by a performance marketing company within Dentsu's domestic operations re-emphasise the need for greater transparency in a notoriously opaque market.
Expedia Japan aims to get out of its niche
The US online travel giant has built its name in Japan by going after early adopters, but is now changing tack to convert the entry-level segment.
Behind Takashimaya’s rain-themed yukata project
The department store worked with TBWA Hakuhodo on a project celebrating the poetic side of the rainy season.
CASE STUDY: How personalisation increased McDonald’s 2015 summer sales in Japan
Google’s cloud technology and third-party data helped McDonald’s communicate a complex menu scheme simply.
DAZN to challenge conventions for Japan launch
The sports streaming service is set to debut in Japan with a flexible content offering and a digital marketing approach.
Mini’s Japan story highlights importance of uniqueness for MNC brands
The BMW Group car brand continues to grow thanks to distinct positioning and British heritage.
Flying puppy takes regional branding to new heights
The Japanese town of Oji is showcasing its charms with the help of a drone dog.
Can agencies really produce meaningful product design?
Agencies and other industry vendors in Japan are stepping up efforts to develop their own consumer-oriented products. What’s driving it?
Uniqlo unveils steps to becoming a "fully global marketing company"
The Japanese clothing giant plans to work with its consumers for better product development.
Agencies commit to raise gender equality
Campaign's Mandate for Change is a step to improving an industry that is still far behind in terms of equal opportunities.
Dentsu Media employee commits suicide in Indonesia
The deceased was a long-term resident and managed JKT48, a local pop group.
Japan’s data gap feeds the gender gap
One creative director in Tokyo is frustrated by a reluctance to speak out, but believes numbers can help shock the industry into action.
Hong Kong jewellery giant looks to Japan to offset losses at home
Chow Tai Fook, the largest jewellery retailer in Hong Kong, is shifting its focus to Japan as the number of visitors from mainland China plummets at home.
Nike, Muji targeted in China consumer rights exposé
Both companies are accused of having misled consumers through their marketing.
The inexact science of foreigners in Japanese advertising
A recent campaign prompts questions around the role of 'foreigners'.
Ogilvy names new Japan leadership
The agency has appointed a Saatchi & Saatchi veteran following Todd Krugman's move to the US.
Nintendo gambles on Switch to flip its fortunes
Kyoto-based company has much at stake with its new product. Has the brand learnt from past mistakes—and does a smartphone carrying public really want another handheld?
Tohoku recovery: Creative industry can still play major role
An ongoing 3.11 relief program set up by a Tokyo creative is a reminder that individuals shouldn’t wait for their companies to take the initiative.
DeNA apologises for "causing trouble" as content curation websites are suspended
The Japanese online media and ecommerce firm is rethinking its content strategy after accusations of plagiarism and inaccuracy.
DeNA faces a rough ride despite CEO apology
The online media brand’s ballooning curation website scandal highlights the need for companies to respond rapidly once a crisis starts to build.
Unruly to offer Japanese advertisers 'emotional targeting'
Unruly has launched an ‘emotional targeting’ service in Japan in an effort to maximise the effectiveness of video advertising in a fast-growing market.
Domino's reindeer plan 'fails'
The pizza chain's stunt has given it a quirky edge and brand exposure that is hard to come by.
Japanese property company enlists target consumers as creators
Leopalace 21, a Japanese property management company, sees crowdsourcing as the best way to engage millennials and build its brand internationally.
Panda Express to underscore American-Chineseness in Japan re-entry
The LA-based casual restaurant chain joins a number of US fast food brands hoping to fare better in Japan a second time around.
What global marketing looks like at Rakuten
Rakuten's sponsorship of FC Barcelona is an indication of its level of global ambition. Here's a look at how the marketer who helped negotiate the deal is working to fulfil that.
Pokemon Go and…Pikotaro? Dentsu’s ‘hit products’ of 2016
It's that time of year again.
Domino's claims it will experiment with reindeer in Hokkaido
The animals will be used for delivery in frigid conditions, not as a topping.
'No comment' no longer an option for Japanese companies: Finsbury
WPP-owned PR agency sees opportunity to help Japanese brands operate in an increasingly complex world.
Makeup shaming on a train: Etiquette ad provokes reactions in Japan
Intentionally or not, a Tokyu Corp video suggests that offending people can be effective.
How Shu Uemura painted Tokyo with help from Takashi Murakami
A lively video uses light painting technology to bring colour to the city in winter.
Dentsu sees healthy international growth, domestic business slows
Dentsu Group has posted total organic gross profit growth of 2.7 percent for the third quarter of 2016.
Does a Trumpian America mean trouble for Japanese brands?
How to contend with an apparent rise in US nationalism.
Spotify highlights joy of discovery in first Japan branding
The music streaming service backs up its Japan launch with a series of amusing videos designed to show how new music can add colour to any situation.
Nissan celebrates the everyday artisans who make Japan happen
A documentary-style campaign draws attention to the dedicated people who do the country's heavy lifting.
Animal product controversy casts shadow on Rakuten's Barça sponsorship
Prohibiting ivory sales outright would smooth the way for a Japanese retail brand with big ambitions for global growth.
Nissin's sporting warriors entertain, but could be crazier
No one ever got fired for putting a samurai on a pogo stick.
Nerium hopes Japan will buy its ‘anti-aging marvel’ pitch
Nerium International, a controversial US direct sales skincare brand, is betting aggressively on Japan as a driver of its business in Asia. Will consumers bite?
Japan Inc must convince the public it’s working: Edelman’s Trust Barometer
The annual study shows there is a chance for institutions to redeem themselves despite an extreme trust deficit.
Japanese seniors warm to smartphones and ecommerce
Shopping is the most popular online activity, as Yahoo and radio show resilience.
New grad school aims to end passivity, siloed thinking in Japanese PR
Principal says PR pros need to be more aware of company philosophy and play a more active role in shaping and upholding brand vision.
A look back at one of Dentsu’s most difficult years
As 2016 draws to a close, Dentsu’s overwork scandal has come to a head, with president and CEO Tadashi Ishii announcing that he will step down in January. Here's a concise account of the events that led to this point.
Japanese marketing in 2016: A point of view
Campaign Japan concludes its coverage for the year with a look back at some of the most important happenings, ideas and work—and considers what the industry can learn from it all.
Campaign Japan’s top 5 most read stories of 2016
A digital media scandal, reflections on Japan’s place in the world and ‘creative’ use of English all attracted a disproportionate amount of attention.
Campaign Japan’s favourite pieces of work from 2016
The best work for brands does not just try to sell, but is, even in a small way, a source of cultural commentary.
Campaign Japan’s top 5 launches/deals from 2016
Japanese music streaming gained a major new player, while domestic production companies looked far beyond TV—and Japan.
Campaign Japan’s top 5 lessons from 2016
Extreme working conditions, the global activities of Japanese brands and the Rio Olympics gave us much to consider.
Campaign Japan’s pick of intelligent brand thinking from 2016
For every idea that is adopted to help build a brand, countless others are discarded. Here are some that we think are worth noting.
Dentsu to abandon its 1951 ‘devil’ rules
The agency is to remove controversial commandments designed to promote hard work from its staff handbooks.
Uniqlo names Japanese mountain climber as global ambassador
The Fast Retailing brand will work with Marin Minamiya, a student mountaineer, for product design and CSR.
Behind Japan’s most popular YouTube video ads
Pikotaro was outshone by a squeaky-voiced humanoid.
Q&A: Japanese CEO crisis response in a global context
Expectations from society vary considerably between Japan and the US. But in all cases, a resignation changes very little unless a company is serious about reform post-crisis.
Publicis One names MD for Japan
The company’s integrated agency model makes a lot of sense, but is likely to prove challenging in practice. In Japan, the task of unification now falls on Floriane Tripolino.
Updated: HubSpot's GM for Japan resigns
An early departure suggests the inbound marketing specialist is off to a shaky start.
How Japanese advertising can become a better place to work
We assembled a group of free thinkers from across advertising and asked them to share their views on a topic that has loomed over the industry since October.
McLaren finds a connection with sumo's lightest star
The British company has become the first international car brand to align with an athlete in Japan's national sport.
Deceased cat still one of Japan's most popular brand endorsers
Fondly remembered 10 years after its 'appointment', a now departed 'stationmaster' cat shows that Japan's train stations are a blank canvas.
Blippar scales back Japan office after business model change
The augmented reality (AR) platform's move to a licence model means local offices are no longer a necessity.
Can Japan's ad industry become a model for gender equality?
We begin a series on female leadership in Japan by reflecting on how far the sector has come—and where it needs to go.
Hold the sugar: a Chinese café brand is offering audio sweeteners
A project by Xin Café and Dentsu aims to set the brand apart by pre-empting a rise in sugar-related illness.
Theseus Chan: Singapore design pioneer in conversation in Tokyo
One of Singapore's most acclaimed graphic designers shared work highlights and working principles in a session presented in Tokyo by D&AD.
Dekki to offer brands "frictionless" reach to gaming communities
The founder believes gamers have no more time for advertisers that get in the way of their experience.
Excessive overtime blamed for suicide of Dentsu employee
A recent graduate reportedly clocked up to 130 hours of overtime in a month.
'Unagi girl' video pulled after kidnapping controversy
Outrage over a Japanese fish farming promotion seems much ado about nothing.
An inbound marketing guru spells it out for novices
Some straight advice on becoming more customer-centric from the president of HubSpot's first Diamond Partner in Asia, 24-7.
Hakuhodo to launch innovation unit with Finnish digital design firm
The partnership with Reaktor will help clients to offer services using technologies such as AI and VR.
No longer ‘family-friendly’, Dentsu forms commission to stamp out karoshi
The body intends to create a better working environment with input from junior employees and external consultants.
How Origami Pay aims to corner Japan’s mobile payments space
Deals and data will be key for the company to differentiate itself in a sector that is about to become a lot more competitive.
Why brands should not shut down in Thailand
A Bangkok-based consultant to Japanese brands says there’s an opportunity to build relationships by observing closely and approaching with sensitivity.
Dentsu takes a small step to tackling a big problem
The agency aims to foster a better working environment by reducing the maximum number of overtime hours staff can work in a month.
Labour authorities raid Dentsu in suicide probe
The investigation aims to gain a clearer understanding of the agency's working culture.
Tokyo 2020 optimism doesn't mean people will spend, study suggests
For sponsors, research by Edelman Japan into Japanese consumer sentiment is encouraging but also cautionary.
Septeni sees Lion & Lion acquisition as key to Southeast Asia growth
Unexpected cultural similarities look to stand a new relationship in good stead.
‘Fendirumi’ symbolise traditional luxury’s desperation
Fuzzy Fendi mascots offer an interesting interpretation of 'high-end'.
Dawn of a new China
CHINA INNOVATION 2014: Shaun Rein, author of "The End of Copycat China" talks to Campaign.
Beams compresses 40 years of Tokyo style into five minutes
The Japanese fashion retailer’s tribute to Tokyo trends has drawn more than 5 million views since launching late last month.
Dentsu's dark days continue with second Labour-Bureau raid
Investigators aim to determine whether staff routinely worked beyond the legal overtime limit.
Why static sponsorship will have no place at Tokyo 2020: Lixil
As one of 15 Gold Partners of the Tokyo Olympics, Lixil knows it has to do more than just shout to get its message across.
Dentsu the most acquisitive group in 2016
A report from Results International notes strong demand for analytics and VR specialists.
How many screens do Asians need? For many, four or more
Use of four or more screen rises 40 percent, raising demand for tailored campaigns, according to Appier.
Be fast, funny and prepared for crisis: the new world of sports sponsorship
There are increasingly more opportunities out there, but also more pitfalls.
ANA brings Japan's festivals to life for a global audience
The airline's polished interactive guide features 3D sound and 360-degree video.
AOI Pro enters Silicon Valley as it looks to develop VR business
The Japanese production company sees experiential film content becoming a major part of its business.
Fidelity appoints Mariko Sanchanta as APAC comms head
Sanchanta joins the investment company from Burson-Marsteller.
Spotify aims to turn Japan on to music streaming at last
Spotify's ad-supported model gives it an advantage in a market that has been slow to accept music streaming.