Marketing to Japan's insecure generation
Having grown up online, young Japanese see their smartphones as an extension of their physical being, and follow an intricate etiquette governing social interaction.
Choose Campaign site
How MNCs can win the next five years in Japan
This month, our Globalist in Japan gives a personal view on how foreign companies can carve out a path to success in a market where many fail.
The Globalist in Japan: What is a brand worth?
The Globalist in Japan is a regular column discussing Japanese marketing from an international point of view. In this debut piece, John Woodward, chief strategy officer of McCann Worldgroup Japan, looks at the example of Sharp, which is now owned by Foxconn, to ask why companies don’t invest more in building their brands.
Japaneseness resurgent
Japanese consumers want to celebrate their own culture. International brands should look even more at localizing as the country’s prosperity rebounds.
West’s instability pivots to Asia
Systemic breakdown in established economies means there is more reason for Japanese brands to focus expansion efforts on Asia.