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.
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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.
'Premium Friday' off to an uncertain start in Japan
Government-led initiative to encourage work-life balance (and consumption) has good intentions, but widespread uptake is far from guaranteed.
Toyota turns the traditional car ad on its head for Vitz Hybrid
An entertaining short film takes inspiration from breakdown reels of past commercials.
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.
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.
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.
Fidelity appoints Mariko Sanchanta as APAC comms head
Sanchanta joins the investment company from Burson-Marsteller.
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.
There's no need to fear 360-degree video
On a recent trip to Tokyo, AOL SVP Michael Hyman offered advice on using a tool with strong potential that most seem too timid to experiment with.
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.
Appier sees more pronounced cross-screen usage in Japan
Use of more than four screens is increasingly commonplace in Japan, according to Appier's report.
Japan shows film and digital prowess at Spikes
Work for Nissan, Shiseido and ANA claimed top prizes at the prestigious creative advertising awards last week.
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.
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.
'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.
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.
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.
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.
Ad industry must face up to its unhealthy work culture
A suicide blamed on excessive overtime should give pause to leaders who have normalised a system of exploitation.
Coke to close its 'Park' in Japan after nearly 10 years
The soft drinks giant is putting a smartphone app at the centre of its engagement strategy.
How Japanese brands can get the most out of Tokyo 2020
For any sponsor hoping to win at the next Summer Games, preparation starts now.
Infiniti works to hone its ‘entrepreneurial’ positioning
Nissan’s luxury subsidiary is aiming for sharper definition to help it claim more share in its key markets.
2020 Olympics: A turning point for Japanese advertising?
BBDO Japan's new planning head Kaori Yatsu discusses personal change and the direction she hopes Japanese advertising will take between now and the 2020 Olympics in Tokyo.
Don't dismiss the PC when marketing in a 'post-mobile' world: Appier
ASIA-PACIFIC – Marketers’ over-excitement around mobile in Asia risks missing out important parts of the customer journey, according to a study by Appier, a Taiwanese artificial intelligence (AI) services company.
Photos: UltraSuperNew’s Singapore launch party
UltraSuperNew opened for business in Singapore’s Arab Street district on 21 September.
‘Grandpa’ cat highlights longevity of Japanese pets
Mars' Kal Kan takes a sentimental approach to sell food for aged cats.
'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.
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.
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.
‘Fendirumi’ symbolise traditional luxury’s desperation
Fuzzy Fendi mascots offer an interesting interpretation of 'high-end'.
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.
Excessive overtime blamed for suicide of Dentsu employee
A recent graduate reportedly clocked up to 130 hours of overtime in a month.
What will it take for Spotify to fly in Japan?
The company’s debut could spark change not just for the streaming sector, but for audio marketing as a whole.
'MI' powers Dentsu’s mesmerising background for Brian Eno track
The title track of Eno’s ‘The Ship’ is set to machine-generated images designed to show the cyclical nature of history.
How renaming a train station boosted both a shampoo brand and tourism
A small change to the name of a destination had a big impact for Mesocare shampoo and a dying Japanese town.
Long-term Tugboat staffer launches collaborative consultancy
New venture aims to support traditional Japanese businesses.
McCann hires Wunderman head as chief client officer for Japan
Antony Cundy moves to the IPG network after stints at Wunderman, Beacon and DDB.
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.
Panasonic aims to lighten the pull of its legacy
The 99-year-old company is working to implement a culture of open innovation. It’s no easy feat, but is an important step to re-energising the brand.
Dentsu and ADK: Slim 2016 profits, caution for 2017
Dentsu avoids direct reference to last year's crises, while both companies sound cautious notes regarding 2017 performance.
McCann Japan's Katagi resigns
The network's chief client officer will step in until a successor is found.
CEOs in crisis: when to stay, when to go
Recent events at large Japanese corporations raise questions as to the right course of action for leaders beset by scandal.
Dentsu appoints new president and CEO
Japan's advertising giant has named a successor to Tadashi Ishii after a year plagued by scandal.
P&G to split Japan media business between Omnicom/Hakuhodo and DAN
The FMCG giant is changing the structure of its media business, paving the way for the launch of Omnicom's Hearts & Science network in Asia.
Investigation shows scale of improper digital transactions at Dentsu
Internal scrutiny has found nearly 1,000 cases of improper practice in the handling of digital advertising clients.
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.
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.
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.
Why APA's anti-Semitism is no big deal in Japan
The president of the hotel and real estate company has a knack for upsetting Chinese and Jewish people. But it's unlikely to do the brand much damage at home.
Nissan invites men to spend a day as their wives
'Mommying Drive' aims to build understanding while indirectly promoting a people-carrier.
Domino's 'Ennui Monday': Antidote to failed 'Premium Fridays'
The Pizza chain pokes fun at a government initiative many are sceptical of.
Take the road less travelled to be noticed at the Olympics: Unruly
Brands should work to evoke less obvious emotions in order to stand out at major sporting events such as the Olympics, according to the video marketing company.
Lixil sees brand benefits in free toilet plan
The Japanese company hopes to unite staff and build goodwill in developing markets with its 'Toilets for all' initiative.
Digital spending in Japan breaks 1 trillion yen: Dentsu
The company's annual advertising expenditures report shows the total pie grew for a fifth consecutive year, but concerns over global instability led to lower figures than expected.
Nintendo wants real-life Mario Karts off Tokyo's streets
The company is suing a popular go-karting operator for copyright violation.
Nintendo loses suit: 'MariCar' go-kart operator survives
Surprise ruling is a reminder that big brands don't always get their way.
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.
Dawn of a new China
CHINA INNOVATION 2014: Shaun Rein, author of "The End of Copycat China" talks to Campaign.
Nissin's sporting warriors entertain, but could be crazier
No one ever got fired for putting a samurai on a pogo stick.
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.