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.
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