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Adidas event turns Japanese sneaker fans into thieves
Dec 21, 2017
David Blecken

Adidas event turns Japanese sneaker fans into thieves

The Tokyo launch party for the Prophere took an unexpected turn.

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Marketing's role in doubling JAL's international business
Apr 4, 2019
David Blecken

Marketing's role in doubling JAL's international business

With a newly formed global department, Japan Airlines is aiming for greater brand consistency and service innovation.

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At TikTok, Akira Suzuki wants to usher in a new era for marketing
Jun 18, 2019
David Blecken

At TikTok, Akira Suzuki wants to usher in a new era for marketing

The former Dentsu creative director sees the video sharing app as an example of a platform that doesn’t just understand its audience, but “sympathises” with them.

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Zozo and the new world of apparel marketing
Sep 11, 2018
David Blecken

Zozo and the new world of apparel marketing

The innovative Japanese retailer is at the forefront of fundamental change in the way fast fashion brands engage with their customers.

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Visa’s Japan marketing head departs
Dec 17, 2018
David Blecken

Visa’s Japan marketing head departs

The move follows the launch of a major advertising push around Tokyo 2020.

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Is a marketing degree really necessary?
Aug 7, 2018
David Blecken

Is a marketing degree really necessary?

Opinions are divided about the validity of modern marketing degrees. We explore what differentiates some of Asia's top courses and ask to what extent they help—or hinder—future industry professionals.

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Genetic data: a marketers’ dream that may never become reality
Jan 8, 2019
David Blecken

Genetic data: a marketers’ dream that may never become reality

Adapting products, services and communications based on consumer DNA is an alluring idea that will be difficult to implement.

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As Tokyo’s iconic Tsukiji market closes, will the brand endure?
Oct 11, 2018
David Blecken

As Tokyo’s iconic Tsukiji market closes, will the brand endure?

The Tokyo government wants to preserve one of the city’s strongest cultural assets in a new location, but lacks a strategy.

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The themes that defined Japanese marketing in 2017
Dec 18, 2017
David Blecken

The themes that defined Japanese marketing in 2017

The industry is in a state of upheaval, but that’s no reason to be pessimistic.

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Ofo Japan’s marketing head leaves amid business challenges
Aug 21, 2018
David Blecken

Ofo Japan’s marketing head leaves amid business challenges

The bike share company has run into difficulties less than six months after launching in Japan.

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Does a marketing degree make it easier to survive in an agency?
Aug 13, 2018
David Blecken

Does a marketing degree make it easier to survive in an agency?

A foundation in the basics can help build an equal footing with clients, but more specific skills combined with the right personal qualities can go a lot further.

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Jan 8, 2019
David Blecken

"Our industry makes a lot of crap": Hopes and fears for Japanese marketing in 2019

Five pundits from different corners of the business share their anticipations.

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Upcoming sporting events will spur digital catch-up in Japan: new McCann digital chief
May 23, 2016
David Blecken

Upcoming sporting events will spur digital catch-up in Japan: new McCann digital chief

TOKYO - McCann Worldgroup Japan has hired Michel Mommejat as managing director of digital, data and technology as it looks to unify digital operations across disciplines.

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Q&A: Selling disruption to a market that hates disruption
Jul 31, 2018
David Blecken

Q&A: Selling disruption to a market that hates disruption

How TBWA Hakuhodo's new Disruption Consulting unit plans to help Japanese companies change.

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Panasonic sees home sharing as a way to market appliances
Jun 26, 2018
David Blecken

Panasonic sees home sharing as a way to market appliances

Japan's fast growing short-term rental sector could help the company sell more beauty products.

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5 lessons from the Japanese marketing scene in 2017
Dec 19, 2017
David Blecken

5 lessons from the Japanese marketing scene in 2017

The year brought home some uncomfortable truths about online media, HR policy in advertising and pitching.

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Investment firm KKR launches digital marketing operation in China
Mar 21, 2018
David Blecken

Investment firm KKR launches digital marketing operation in China

Cue & Co will aim to provide one-stop services in what KKR sees as a fragmented market.

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Rakuten signs content and marketing deal with NBA
Oct 10, 2017
David Blecken

Rakuten signs content and marketing deal with NBA

The Japanese ecommerce firm will have exclusive distribution rights for live games in Japan.

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Japanese marketing in 2016: A point of view
Dec 19, 2016
David Blecken

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.

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Why Rakuten launched a big-data marketing consultancy
Feb 8, 2018
David Blecken

Why Rakuten launched a big-data marketing consultancy

The company aims to hold TV accountable at last, pushing Dentsu out of its comfort zone.

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