Well-known economist and commenter Robert Feldman discusses macro issues that make Japan a difficult place to succeed for international brands and agencies, including the need to adapt strategy and the “prison without walls” of lifetime employment.
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.
Authenticity and a dollop of inspiration, it turns out, are key elements to an influential Olympic Games campaign. Here are five of our favourites.
12 months out from the Tokyo Olympics, we take a look at how the Games are affecting Japan’s advertising market — and ask which brands stand to make the most from the sports extravaganza.
Sponsors testing the waters in this relatively low-cost, high-engagement area need to take extra care to strike the right tone.
Yoichiro Basso wants to use the energy of upcoming sporting events to draw in a broader audience, even in the absence of screening rights.
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