Mr. TOSHIHIRO YAMAMOTO, President& CEO of DENTSU Inc., and Mr. MASAYUKI MIZUSHIMA, President& CEO of HAKUHODO Inc., will be on stage of Advertising Week Asia2018. This is the first time ever done before to have these top 2 CEOs’ interview on the same stage in Japan. The topics will cover from the two personal issues to entire industry. "What is an advertisement?" "What would you like to do with the ads in the future?" "What is the professionalism required for ad people?" .
At the LINE Meet-Up Lounge, open 10:00 - 5:00pm, visitors can enjoy taking part in a variety of casual events including a meet-and-greet with the AWA speakers, and talk sessions on the latest marketing trends. While the lounge provides visitors with an opportunity to build on their knowledge, AWA participants are equally welcome to use the lounge just to relax in between seminars and events.
Please see the following link for a detailed program.
With the rapid rise of nationalism, the ever-increasing pressure of social media and an upsurge in consumer cynicism, brands must navigate their path more carefully than ever. This brand calibration is even more important for the newly emerged Asian global brands attempting to crack European and US markets, as well as established brands trying to redefine their relevancy in an rapidly transforming Asia.
How do these emerging trends and contexts affect how we, as brands, communicate? What new tools do we need to be developing and what do we need to be understanding about our audiences?
Looking at a range of proprietary data and key campaigns, this session delivers some key insights for marketers and brands looking to answer this urgent issue.
Chief Marketing Officer , McCann Worldgroup Asia Pacific
Alibaba has been leading China’s e-commerce development over the past decade. The retail industry is growing fast despite numerous transformations and reforms. The changing retail rules have paved the way for the new retail upsurge, and global brands are reaching a consensus on an inevitable integration of online/offline stores, logistics and big data in the future, instead of a competition among different channels. The rapid development of e-commerce in past years comes as the digital business can visualize and optimize commercial operations, which requires brands to follow the trend before carving out a niche in the new retail era. Alibaba’s new retail exploration and practice has proved that digitalization will reshape the consumer experience and brand marketing, redefine the manufacturing, and create new things and new business models. The future belongs to players who embrace the new retail.
General Manager of Uni Marketing Center, Alibaba Group Marketing, Alibaba Group
How should we think about new ways of working, living and learning? What role does, and will technology play in business, now and in future? How can we stay relevant as the environment we live and work in continues to change rapidly? What established boundaries do we need to bridge in order to create or access opportunities not only in Japan but globally as well?
These are some of the key questions that defines “Hataraki Kata Kaikaku,” a movement in Japan that is gaining momentum with individuals and companies alike. The idea is to mobilise broad communities to (re)imagine what success can look like in future for their lives.
Shin Murakami is the Japan Country Manager for LinkedIn, the world's largest professional network on the internet. Since joining the company in 2017, Shin continues to be an ardent advocate for work style innovation, specifically around helping people and companies to future-proof themselves. In this keynote, Shin hopes to draw from his extensive, multifaceted experience as an engineer, entrepreneur and leader to share his perspectives about these key considerations that will shape the future of work.
Country Manager, Japan, LinkedIn Japan
The update of social media and algorithmic technology have changed the form of communication, at the same time, the decentralization of communication, the polarization of opinions within groups and the informational cocoons caused by algorithm have contributed to the formation of “post-truth” context: people no longer believe in the truth. They are willing to see what they want to see, and hear what they want to hear, even these contents are false and vulgar, but so attractive that spread wildly. This tendency does not only appear in China, but also in European and American markets, it has became a global problem.
The context of post-truth has been profoundly affecting the public’s trust in the media platform and information content, which is also happening in the digital marketing industry. Under such background, as a media platform, not only should focus on innovating technical algorithms in order to make information distributing more efficient, we are also required to pay much more attentions to the social duties and responsibilities that ought to be taken by mass media, in this way, we could realize the better media value, technological value, and marketing value.
Dentsu has launched dentsu X, the first global agency born out of Japan, and in 2018 was appointed the global media agency for a global brand. Through the experience of navigating radically different marketing cultures across East and West, dentsu X has developed unique insight into fusing the best of Japanese marketing practices and Western. In our talk, we will share our insights with delegates.
Global Chief Strategy Officer, dentsu X
What is the key to success in B2B communications?
Join the conversation with top marketing leaders from diverse industry sectors in the region and learn how they are tackling their challenges and also growing their businesses globally.
Global Advertising Director, B2B & Insight, Financial Times
Global Marketing Communication Director, Mitsubishi Heavy Industries
Chief Client and Operations Officer, Edelman Asia Pacific
Join Oath’s group media editor-in-chiefs for a panel discussion to explore the future of media. The techniques of storytelling continue to evolve and diversify. In this session, they will discuss the potential techniques of storytelling and how to have an impact on society with “stories”. It is also a great opportunity to get tips how to apply storytelling into ad production.
Editor, TechCrunch Japan, Oath Japan
Editor-in-Chief, HuffPost Japan, The Huffington Post Japan
Editor-in-Chief, Engadget Japan, Oath Japan
Editor in Chief of Yahoo! JAPAN & Vice President Original Content Division Media Services Group, Yahoo! JAPAN
"Total Views", "MAU", "Downloads" - industry is flooded with countless metrics. This creates an environment that does not allow each media to be fairly evaluated. Unavailability of common metrics prevents Marketers from comparing multiple media platforms.
This obstacle needs to be resolved, in order to create a healthy digital investment eco-system. In this session, we will discuss the conditions and challenges that need to be addressed to accomplish this, as well as the benefits of a healthy digital investment eco-system.
President, Nielsen Digital Co., Ltd.
Board director, Video Research Interactive Inc.
Consumer needs are diversifying and becoming more fluid in all industries. Companies need to leverage rapidly evolving digital technology and offer the best experiences to their customers. This session covers the latest trends in key digital technology and provides examples of use by leading organizations. Methods and examples on digital technology-driven innovation development will also be introduced.
The Financial Times commissioned research focused on the importance of quality in branded content. The research explores how readers perceive branded content and the importance of style, subject-matter, tone of voice and format, author and publication. We aim to highlight the value of branded content, while providing a ‘how to’ guide to deliver the greatest customer impact and cut through with a central focus on quality.
Global Director, Content Solutions, Financial Times
With over 20M Monthly Active Accounts and “Insta-bae” becoming a buzzword in 2017, Instagram is showing incredible growth here in Japan. Instagram is no longer just a place for high-end visual experiences such as elite photography and art, but also increasingly becoming a hub for casual visual discovery for all types of passions and interests.
Through the latest case studies of how Japanese businesses are leveraging Instagram for their marketing efforts, this session will walk through the latest products and trends on Instagram, as well as share tips to build your brand and acquire customers through visual communication.
Head of Vertical Industry, Facebook Japan KK
Japan is distinctively a challenging market for any business. Impeccable service and highly personalized customer experiences are nothing but expected. It is also regarded around the world as the land of jaw-dropping technology, reinvention and fascinating culture. As it lives and breathes at the beat of its own heart in a world that faces an imminent digital shift, the relationship between businesses, customers and culture need to evolve with it. Hacking culture can be the ultimate driver and primary source of innovation and entrepreneurial revival.
In this session, Dentsu Isobar CEO, Hidetoshi Tokumaru and its Chief Business Transformation Officer, Emmanuel Flores Elias, dive into the depths of how UX and Service Design are essential game changers with the power to “Hack” culture, understand consumers and turbocharge innovation for businesses and brands.
Emmanuel Flores Elias
Chief Business Transformation Officer, Dentsu Isobar
President and CEO, Dentsu Isobar
Brand’s are relying on data driven techniques and insights to inform the ideation and strategy behind creating engaging Social Video. Brave Bison & UNRULY announce their new Partnership at Advertising Week Asia to demonstrate the power of combining data and creativity as one.
Caroline Troman, GM of Brave Bison APAC and Phil Townend, CCO at UNRULY APAC will present the 5 key steps for end to end Social Video success. Following which they will have a fireside chat with Brand Solutions Director Debbie Lin to deep dive into creating content for the Japanese market utilising Influencer marketing and also discuss the potential re-emergence of a full service agency model.
Brand Solutions Director APAC, Brave Bison
From self-driving cars to the wonders of virtual reality, artificial intelligence is eating the world. And in digital marketing, computer vision, in particular, is pushing the boundaries further.
Computer vision allows you to unlock the hidden value of the images and videos consumers encounter on a daily basis—across the web, social media and broadcast television. In doing so, marketers target their audiences, generate data insights, deliver contextually relevant messaging and understand the impact of their live events sponsorships. We call this “In-Image advertising.”
In-image advertising is surprisingly straightforward. Unlike so much digital ad jargon, it’s exactly what it sounds like: Digital ads that overlay editorial images—or more specifically, appear within the “frame” of editorial images. But if in-image is the rare digital ad term that doesn’t sound more complicated than it actually is, it’s no less of a breakthrough.
Join us during this session to learn more about computer vision capabilities and how your brand can contextually target ads based on images and video.
The 6-second Bumper ads is a new format of YouTube video ad. It is designed to reach the most mobile users possible with an effective advertising message, and is catching on quickly even in Japan. This session features three creators working on the front lines of ad production spanning the full spectrum of media, from TV commercials to digital ads. They delve into how to make and use Bumper ads, and examine the essence of what makes them successful.
Creative Director, HAKUHODO Kettle Inc.
Creative Director, Founder, PARTY
Copywriter, Senior Planner, YOMIKO ADVERTISING INC.
What are the latest trends and issues in digital advertising that B2B marketers should know? In addition to topics like viewability and brand safety, which became worldwide problems, we will cover GDPR (EU General Data protection Regulation) and other issues that global corporations must deal with.
Manager, Marketing Center, Nikkei-ID and Advertising Unit, Digital Business, NIKKEI INC.
Country Manager, Japan, The Trade Desk Japan K.K.
Senior Staff, Solution Marketing Department, Solution Business Planning Division, Solution Business Sector, KDDI CORPORATION
Smartphone use is soaring in Japan and the ad industry has responded accordingly, with the development of innovative formats and monetization strategies tailored to the mobile environment.
However, too many marketers and publishers fall at the first hurdle: applying desktop strategies to mobile. In this presentation, Ted Yu, director of mobile product at OpenX will explain how to maximize results in mobile by applying strategies that account for unique challenges in-app, like latency, screen size, data and quality.
In the rational world of business, emotional ties with a brand matters. Listen to professionals from market research, branding and public relations and learn how technologies and marketing methods can make your activities efficient and relevant to your customers while also acknowledging the importance people (customers) place in connecting with brands on an emotional level.
Head of Strategy, gyro APAC
Global Advertising Director, B2B & Insight, Financial Times
This session introduces practical digital marketing led by consulting firms. Topics include strategic planning from a management perspective, technology applications for the end user, and more examples that consulting firms offer as marketing service. We will also cover a case study of Accenture's recruiting marketing that leveraged Google ads and clouds.
Technology is reshaping the way consumers engage with video and, in turn, how media and advertising companies do business.
Digital video advertising is already empowering brands to build stronger connections along the path to purchase with niche-focused content delivered across a variety of digital channels and connected devices. The media businesses also need to understand that controlling their brand is more critical than ever to sustain audiences, advertisers and profits.
Join this session for a robust discussion on key strategies, tactics and considerations for setting up a successful online video strategy across all screens and streams.
Country Manager Japan, SpotX
Chief Revenue Officer, SpotX
Director of Business Development Department, Media Services/Radio, TV Division, Dentsu Inc.
Machine Learning (ML) is a technology to transform consumers’ lives and, for brands, to transform how marketing is executed. This session introduces the definition of ML, an area of focus for Google, and looks at the potential for advancing marketing, providing hands-on best practices. In the second half, an holistic marketing initiative making the most out of Google’s ML technology will be unveiled by the CMO of Loco Partners, the business running the Relux reservation service brand for first rate hotels.
Chief Marketing Officer, Loco Partners Inc.
Head of Search Ads / UX Performance Specialist Team, Google Japan
Now is an era where the online has taken in the offline, and business has become AR, and customer journeys have been raised up to the strategy level. Using case studies from China, a digitally developed country, we are considering contents related to “Value-Journey” type businesses in the OMO era.
Executive Manager/Company Evangelist, beBit, Inc.
The Disruptor Series features individuals who have changed the world by Disruption®. This session focuses on diversity and features corporate executives who have taken progressive approaches.
We will be sitting down with two special guests.
Matthew Walker, AIG Japan Holdings, SVP, Regional Chief Marketing Officer, who will be discussing the importance of diversity and AIG's approaches to diversity & inclusion. And will also introduce their latest #DiversityIsStrength campaign partnering with the All Blacks/Black Ferns that brings some new awareness to diversity.
Kaori Sasaki, Founder & CEO, ewoman, Inc., and founder/producer/chair of the largest professional Women's conference in Japan, will be discussing diversity management and how diversity accelerates innovation and also will introduce “Diversity Index” that takes place in fall, 2018.
Our two esteemed speakers will be joined by Doug Melville, Chief Diversity Officer of TBWA\Worldwide. He will also talk about global/US diversity & inclusion trends and diversity in terms of creativity.
Online TV ad delivery debuted in late 2017 and advertisers and agencies are adopting this new trend with the IMD CLOUD online workflow platform.
Online delivery is a key enabler in the future of TV ads: from social media integration, real-time analysis and more, the new online workflow has the potential to completely transform how TV ads are done today.
This seminar delves in to this huge potential for Ad Orchestration, with a panel discussion of prominent marketers and innovators to glean the future of TV ads.
Media Director, Unilever Japan Customer Marketing K.K.
Life Log Data Business Divsion, Cross Media Informatics Manager, INTAGE Inc.
As Artificial Intelligence continues to progress, both the tech capabilities and the human fears are on the rise. While AI is expected to create 15 million new jobs over the next 10 years, experts also anticipate 25 million jobs will be replaced by automation in that time period. Beyond affecting the labor force, AI stands to alter our society through changes in transportation with the likes of automated cars, advancements in the military with drone developments, and a redesign in healthcare with automated diagnostic and treatment capabilities. Join this thoughtful debate on the risks and rewards of the technology set to transform our lives, for better or worse.
Executive Editor - Japan, Campaign Asia-Pacific
Manager of Strategic Management Department & Marketing Management Center, NetEase Media
Ambassador & Adviser, DECENT Foundation
President & COO, GumGum
Business Innovation & Creative Officer, General Manager, SOHU Group
The IR is not only Casino and Hotel development. Japan IR will create a new destination for Japanese hospitality and technology, as a new tourism and entertainment industry. However the IR has to overcome the stereotype against the old fashioned gaming and the gambling addiction such as Pachinko/Pachislot, horse-racing, boat, bicycle and loto. Hear from these industry leaders as they discuss how advertisement will contribute to change the gambling to the entertainment in/from Japan and lead IR to success.
President & Executive Producer, ignite Inc.
Director, CFO and CSO, Arzue Gaming America INC.
There is an increasing number of “Open Innovation” initiatives by the creative industry. What is the approach we should take to evolve “Open Innovation”? How can we take “Open Innovation” to the stage of essential business development or to the development of a scalable and sustainable business model in addition to current value creation in PR/Marketing and design/concept development?
CSO / CEO, QUANTUM\GLOBAL
Director, IDEO Tokyo / Partner & Founding Member D4V, IDEO TOKYO / D4V
Managing Partner, Dentsu Ventures
Partner & Japan Head, BCG Digital Ventures
CINRA, Inc. runs HereNow, the Asia’s creative online city guide, and has worked on the digital inbound marketing for many regions in Japan such as Iwate prefecture, Fukuoka City and the Setouchi area. MATCHA Inc. operates one of the largest inbound web medias in Japan, MATCHA, and has formed business partnership with Hoshino Resorts and Snow Peak so to spread the attractiveness of the local resources in every corner of Japan to the abroad and invite more foreign tourists. The SEOs at the two companies both with solid experience in running inbound medias and marketing will tell you the essence of how to digitally market and communicate to the audience in abroad.