Advertising Week: The government is trying to encourage companies to take brand value more seriously.
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.
The "role" of a soft drink, the perils of "kissing ass" in creative and the portrayal of Japanese as the "bored-looking people at a party" were among the more interesting takeaways.
The TBWA supremo shared some frank views with Campaign on the future of his industry at Advertising Week Asia in Tokyo.
Advertising Week Asia made its debut in Tokyo on 30 May, opening with a gala at the historic Zojoji temple in the city's Daimon district, close to Tokyo Tower. (Photos: Advertising Week)
The case against homogeneity; how traditional companies can catch up; why Japan needs to rethink marketing.
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