With a newly formed global department, Japan Airlines is aiming for greater brand consistency and service innovation.
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.
The innovative Japanese retailer is at the forefront of fundamental change in the way fast fashion brands engage with their customers.
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.
Adapting products, services and communications based on consumer DNA is an alluring idea that will be difficult to implement.
The Tokyo government wants to preserve one of the city’s strongest cultural assets in a new location, but lacks a strategy.
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.
Five pundits from different corners of the business share their anticipations.
How TBWA Hakuhodo's new Disruption Consulting unit plans to help Japanese companies change.
The year brought home some uncomfortable truths about online media, HR policy in advertising and pitching.
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.
The company aims to hold TV accountable at last, pushing Dentsu out of its comfort zone.
Some straight advice on becoming more customer-centric from the president of HubSpot's first Diamond Partner in Asia, 24-7.
Rakuten is looking to HomeAway’s brand to help it compete following the approval of a law to regulate vacation rental services.
The company needs to give a cash-loving society a reason to break its habits.
ASIA-PACIFIC - Japanese companies looking to grow in emerging Asian markets would benefit from putting more emphasis on cultural assets and innovative qualities, according to an in-depth study by J. Walter Thompson.
GLOBAL - Marketers need to work more closely with technology companies and be prepared to take a test-and-learn approach to everything they do, according to Venky Balakrishnan, Diageo's global vice-president for marketing innovation.
THE FACE BEHIND THE BRAND: Pernod Ricard’s Glen Brasington says positioning alcohol brands in the region means connecting strategic objectives to market needs.
Advertising Week: Sports-related sessions at this year's event in Tokyo encouraged brands to be open-minded, adaptable, and realistic about the costs involved in effective sponsorship activation.
One of the brains behind Tokyo’s successful 2013 bid to host the Olympic Games thinks the event will be an operational triumph that also represents an unprecedented challenge for sponsors.