The Japanese phrase 'onna no shiawase' centres a woman's happiness first and foremost around being a loving homemaker. It's time for brand communicators to move beyond this constricting definition, according to a language expert with TBWA Hakuhodo.
Profile: TBWA Hakuhodo's Eric Ellefsen facilitates the creative process by working out what's really behind the words that come out of people's mouths.
This rebranding exercise for an athletic association doubled as a platform to help raise interest in under-appreciated para sports.
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.
A rebranding for the Japan Para Table Tennis Association aims to simultaneously heighten public appreciation for para sports.
How TBWA Hakuhodo's new Disruption Consulting unit plans to help Japanese companies change.
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