Coca-Cola will introduce IMC, known as Integrated Marketing Communications as one of their secrets to success. The presentation will show how the company effectively uses each touch point, which when combined, builds a clearer, more impactful message to engage with consumers in Japan.
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.
Asia has experienced unprecedented digital acceleration and has now become the most advanced digital economy in the world - with 50% of global internet users living in Asia. This rapid digitalization across Asia has, in turn, changed consumer expectations and behavior - resulting in more empowered consumers than ever before. In this session we will share how technology has made consumers more empowered and how marketing can unlock consumers' rising expectations.
Vice President, Global Performance & Programmatic, Google
In the past, China blatantly copied ideas and products from the West. Over the past decade, however, the energy and intelligence powering China’s catch-up “imitation economy” have begun to spill over into greenfield spaces not yet seen in the West. Key factors driving China’s “creation economy” include new wealth and China’s love affair with mobile technology. Today China has thousands of nimble upstarts in an ecosystem with valuations and access to capital that rivals Silicon Valley.
In the era of corporate mass extinction and specification by disruptive technologies such as AI, IoT, BigData, Cloud, Robotics and Quantum computing, company boards must drive Digital Transformation to survive, which CDO, Chief Digital Officer is responsible for with CEO. Digital Transformation also largely affects marketing and advertising method by disruptive technologies and new type of companies which emerge. This panel clarifies how marketing and advertising are disrupted and their industry must tackle with disruptive extinction event to survive.
CEO & Founder, Association of CDO Club Japan
Chief Digital Officer, Japan, L'Oreal
Vice President and Chief Digital Officer, Bridgestone Corporation
Vice President, Digital Marketing, Kao Corporation
Header bidding has taken the digital ad marketplace by storm, and like all new technologies, it is evolving fast. Driven by the higher revenue achieved with the tool, publishers have been increasing their number of header bidding partners, and this has led to the development of “containers” for better programmatic technology management.
John Tyler Grant, principal sales engineer, OpenX will explain the benefits of header bidding for publishers and marketers, and what to to look for in a header bidding partner.
Amazon.co.jp began selling fashion to Japanese customers in 2007. In 2014, it relaunched as Amazon Fashion, with a mission to constantly strive to improve the online shopping experience for its Japanese customers. In 2017, it added over 1000 brands and has continued to evolve to meet customer needs specific to Japan. This March it launched the world’s largest Amazon standalone imaging studio in Shinagawa Seaside with the capacity to shoot over 1 million fashion images a year. Amazon Fashion is working hard to support the fashion and design community in Tokyo as the title sponsor of Tokyo Fashion Week, spearheading an original program called Amazon Fashion “AT TOKYO.” The keynote presentation and panel discussion will give insight into Amazon Fashion’s support of the Japan fashion industry and unrelenting focus on the customer.
WWD Japan Editor in Chief, INFAS PUBLICATIONS, INC.
Vice President, Fashion, Amazon Japan G.K.
DLX CEO / BEDWIN Director, BEDWIN & THE HEARTBREAKERS
Last year, we established a joint study with 10 advertisers on "Digital Ad Reach Metrics".
Main focus of this study has been how to utilize the "people-based" Reach as a standardized metrics across industries, as a step to establish an environment that allows better use of digital for branding activity.
In this session, we will introduce some of the insights from the study, along with challenges and opportunities from advertisers' perspective, in a panel discussion format with the advertisers.
President, Nielsen Digital Co., Ltd.
Department Director , Strategic Communication Department, Shiseido Japan Co., Ltd.
Director of Media Center , Advertising & Promotion Department, NTT DOCOMO,INC.
We live in a time of changing and increasingly diverse consumer behavior. One-sided, off-the-shelf messages from brands reaching the general public no longer inspire consumers. To maximize advertising effectiveness and reliably bring your message to the consumers you want to engage it's important to tailor that message to them. Through examining brands that have succeeded by understanding consumers' intentions and running effective ad campaigns on YouTube, this session looks at ad planning brands need to do now.
Manager, Advertising Dept., Communication Div., Meiji Co., Ltd.
Strategy Planning & Sales Development, Senior Strategist, Google Japan
As digital continues to disrupt most aspect of commerce, B2B organisations face both challenges and opportunities when they come to terms with this new reality.
In our session, we will discuss the overall B2B framework of digital transformation. How digital is changing the role of Sales and Marketing in organisations. Why Japanese companies are adopting to these changes. What are the immediate actions you can take to embrace these changes. And what are the type of talent that will enable business to grow and make the digital transformational journey.
Head of Sales Marketing Solutions Japan and Korea, LinkedIn
Director, PwC Consulting LLC
Head of Sales and Marketing , SPEEDA , Uzabase inc.
Account Executive Team Lead / Enterprise Marketing Lead, Talent Solutions, LinkedIn Japan Ltd.
In our digital age with ever growing complexity of decision-making channels and publishers/platforms, marketers are struggling to lead customers to their marketing goals only by simply delivering their benefits and messages.
Recruit Communications dedicated to "influencing people “ as a member of Recruit group with multiple vertical platforms will facilitate two-days workshops to share our daily activities and knowledge from our research.
*The contents are subject to change, please confirm the web page
Today, we have more data and information on audiences than ever before. Which has allowed us to connect and speak to people individually. In real time with targeted creative to influence at specific stages of a marketing funnel. However, in this data informed market advertising effectiveness has declined. So where are we going wrong?
Regional Head of Strategy, dentsu X APAC
Disruptor Series features people who have changed the world by Disruption®. This session, focuses on marketing and features two top marketers in Japan.
The speaker and guest is Tsuyoshi Morioka, CEO of “Katana,” the group of Marketing professionals. He made a V-shaped recovery of the Universal Studios Japan(USJ) which had been on the verge of collapse through his originally invented and developed marketing idea “Morioka Method.” After his mission was completed at USJ, he set up his company “Katana” with the aim of energizing Japan through “marketing.”
We also have Shinsuke Konoha from P&G, who introduced the novel “GELBALL” laundry detergent to the typical powder and liquid detergent market. With the placement/concept of “The Third Detergent” he brought an entirely new format and usage of laundry detergent to this country. The further evolved “GELBALL 3D” has now brought the concept of “freshness of active ingredient” to its central placement concept. By breaking the conventions of the laundry detergent category, he has managed to sell more than 100 million GELBALL and GELBALL 3D in Japan, over a mere 3 years.
Our two esteemed speakers will be joined by Kazoo Sato, Chief Creative Officer of TBWA\HAKUHODO.
What keys to disruption lie in the hearts and minds of two remarkable individuals? Let’s find out.
CEO, Katana Inc.
APAC Fabric Care Brand Director, Procter＆Gamble International Operations
Chief Creative Officer/Executive Creative Director, TBWA\HAKUHODO
As the Japanese market continues to dramatically evolve, it also faces major challenges such as its aging society, low fertility rates and globalization. Brands and user communication keep diversifying and Diversity & Inclusion is now become a core item in the agenda for businesses and organizations. While the Diversity initiative in Japan is synonym with the “promotion and advancement of women’s participation” there is still a long way ahead to understand how Diversity & Inclusion truly represents as a way to build respect and acceptance of one’s abilities and values.
This session introduces companies at the forefront of proactive D&I practices, each of which provide examples of how these initiatives are delivering substantial value to their brand’s own creativity.
Senior HR Director, BULGARI JAPAN Human Resources & General Affairs
Head of Communications, Facebook
PR & Communications Consultant
Corporate Officer EVP, President of People Development Group, Yahoo Japan Corporation
There is a growing number of organization on both demand and supply side of the digital advertisement market that is starting to shift from using “ad verification” as a preventative measure to utilizing it as a way to maximize digital campaign performance and prove the value of high quality ad inventory.In this session, we ask the leaders of the market, representing advertisers, media, and agencies to speak about their experience utilizing ad verification data, and what they look for in the future
Account Executive, Integral Ad Science Japan KK
Digital Media Lead, Strategic Communication Department, Shiseido Japan Co.,Ltd
Ad Solutions Director, Dentsu Digital Inc
General Manager Future Brand Div. & Data Business Div, CyberAgent, Inc.
Corporate Officer, All About, Inc
Creative automation doesn’t mean you have to sacrifice quality or brand integrity. In this session you’ll learn how to leverage the newest solutions that help you create stunningly beautiful video and still ads at scale for Facebook and Instagram campaigns. Experts from Smartly.io and leading brand marketers will also share how to optimize performance with data, so you’ll walk away with an arsenal of insights!
Head of Customer Success - APAC, Smartly.io
Head of Performance Media, Koala
Growth Marketing- Paid Social Lead, Uber APAC
Social Media Manager - Paid Media, Spotify
In this session we take a look at what’s ahead for the future of business, technology and design from the annual design trends by the design consultancy, FJORD. Today's world is full of deep divisions, but also presents a moment of great opportunity. Discover how brands should navigate the tension and design for the positive impact.
Despite that many consumers collect information online before making purchases, the actual purchases are still typically made at brick-and-mortar stores. This session provides insights on new strategies that manufacturers and retailers are initiating to utilize digital technologies to connect with the consumer segment that has grown increasingly difficult to reach, together with strategies to attract more people into stores. It also shares measured results of the effectiveness of these approaches and ways to make use of them
Industry Head, Retail, Google Japan
Industry Manager, Retail, Google Japan
The trend of social transformation has shifted from "Diversity" to "Inclusion". In a good community, it is not only important to accept diversity but also the participation and satisfaction of the people. This will create true empathy and motivation in order to unite individuals. In this session, Yoshito Onomura, chief director of web magazine "Z TOKYO" from mediba inc. and Takashi Fukuda and Kotaro Matsui, creative directors of Dentsu inc. / Advisor of Z TOKYO, explain the idea of "Inclusion" based on the real case, and "Fammunity", which is very new concept based on "Inclusion".
Creative Director, Dentsu Inc. Holistic Solutions Division 3
Creative Director, Dentsu Inc. Holistic Solutions Division 3
Content distribution has been diversified because of the advent of OTT and so as content consumption, mainly devices due to expansion of IoT. Because of those massive changes, content business environment has been dramatically changed globally.
In order to adjust to those changes, it is critical to transform the business, reflecting on the overall picture of the content business itself.
Throughout the recent case studies from all over the world, “What is necessary for Japanese content business?”
On this session, each expert (from PwC) makes a keen break with regard to unprecedented viewpoints and solutions based on the current state of content business in Japan.
Data and technology is critical to achieve a superior customer experience. Every day new technology companies appear in the market creating a confusing combination of solutions to understand. Overcoming the complex data and technology world is critical to moving from a mass of audiences to an audience of one.
Join Merkle in a discussion of;
・how they partner with their clients and set them on the path of people based marketing
・what steps you can take to begin a data foundation
・how to harness the power of the marketing clouds
Executive Vice President, Head of Solutions , Merkle APAC
Just when we thought we’ve figured out the psyche of millennials, here comes another tough market to penetrate. Who are these Momillennials?
Being one of the most coveted demographic groups in the eyes of modern marketers, millennial moms are a source of great economic power. However, it is not easy to understand the way they think, act and purchase.
For one, it is important to note that millennial moms are completely different from their own mothers.
Chairmom and Chief Creative Officer, MamaLab, Asia Pacific
Dick van Motman
Global President, Dentsu Brand Agencies
As the global advertising and media landscape continues to evolve at the hands of innovation, new technology and big data, a new set of challenges are sure to follow. But in today’s predominantly digital-first world, the new tech-driven eco-system also shows opportunities for growth unlike anything we’ve seen before. Hear from leaders in the Asian media industry as they discuss the rapidly evolving media landscape and the timeless value of creativity, storytelling and big ideas.
Managing Director, dentsu X Asia Pacific
President & CEO, Index Exchange
General Manager - APAC, Smartly.io
Marketing General Manager of Advertising Platform, Meituan-Dianping
Momentum behind video marketing continues to grow. In fact, it has been estimated that 78% of total mobile data traffic will be video by end of 2021, and video is increasingly becoming mobile. With this transformation in how people consume video, marketers are experimenting with ways to reach target audiences by using TV and mobile video ads in a complementary fashion.
What’s more, video consumption is not a homogenous experience. Across different media touchpoints and times of day, the way people engage with video varies. This session will walk you through best practices in cross-media video marketing and creative considerations in the multi-screen era.
Client Partner Manager, Facebook Japan KK
Creative Strategist, Facebook Japan KK
The importance of content marketing has increased, and more and more companies are engaged in the management of Own Media in earnest.
In this talk, I will talk about the significance of KDDI as well as the development of Own Media as a B2B.
In addition, as measures to improve the value of Own Media, originally competing media have joined hands,
We will also introduce about new initiatives that will bring synergies from traffic and data.
General Manager , Japan Business Press
Senior Staff, Solution Marketing Department, Solution Business Planning Division, Solution Business Sector, KDDI CORPORATION
Data is one of the biggest drivers of successful marketing today.In the current data-driven marketing scenes, proprietary 1st Party Data owned by publishers are highly valuable for advertisers and its usage is expanding through DMP.
In this session, we introduce some of the latest examples along with the importance of data protection by presenting case studies from two publishers - Nikkei Inc. and Shogakukan Inc.- which have been developing their own private DMP and actively offering data-related solutions to advertisers from the past.
Manager, Marketing Center, Nikkei-ID and Advertising Unit, Digital Business, NIKKEI INC.
Media Promotion Div section chief, SHOGAKUKAN inc
Hear from women across industries who have climbed the ranks and remained steady at the top. What qualities make them stand out? How do they enhance company culture? And why does female leadership make the difference in corporate success?
Commercial Director - Asia Pacific, Chief Representative - Japan, Financial Times
Chief Marketing Officer, Integral Ad Science
Senior Vice President Advertising Sales, CNN
Country Manager - Japan, Rubicon Project
The three professionals of the marketing will make various recommendations to optimize the "place, money, time", which is the biggest challenge in the marketing industry, such as advertisement and PR.
With the advent of "Madison" which shakes the marketing industry, it became available in real time of distribution of nationwide TV advertisement and audience ratings and also, it became possible to grasp the movement of competition as well as the company itself.
Nowadays, Instagram is becoming a very important platform for marketers to reach audiences.
This workshop is for companies seeking opportunities to learn how to get the most out of the new “24-hour video ads on Instagram Stories.”
To all marketers who are interested in Instagram Stories Ads but have not fully taking action due to lack of resources, we will share how to effectively produce creatives and place Instagram Stories Ads, including examples of:
1) Transforming existing video assets
2) Creating ads from scratch
Creative Strategist, Facebook Japan KK
Head of Business Development, APAC, Kaizen Platform Inc
By looking at how our current city has evolved from the past and how the people gathered in it has changed, we can better understand our future society and culture in a chronological series.
The audience will reflect on their own city or area and realize how important it is to understand how their city in which they live in has changed over time, and passing this information on to next generations in accessible form is, to society and cultural activities in the future.This time we will invite members of “1964 TOKYO VR”, who are experts in various genres who have come together under the concept of “rebuilding the history and landscapes using the most recent 3D/VR technology to leave a cityscape for the future”.
Currently, for the upcoming Tokyo Olympics 2020, the team is recreating the scenes of Tokyo in 1964 when the last Tokyo Olympics were held, and is preparing to provide archives to various companies and organizations.
In this edition, we will be discussing about how this specialized team came together across various industries for this new project, and talk about how they hope to pass on “memories of the city” on to future generations, by demonstrating the some actual contents.
Director, 1964 TOKYO VR / DISTNAT DRUMS Inc.
Platforms like Amazon continue to evolve, posing new challenges and opportunities to brands. AI-powered digital assistants are so, and have become consumer gatekeepers: using data to personalize suggestions and ignore irrelevant products. As our relationships with these data-driven companions grow, what will the future hold? Will we soon be marketing more to machines than actual humans?
In this session, we’ll discuss what brands need to do to survive and thrive on these platforms now, and into the future.
Regional Head of Innovation & North Asia Commerce , iProspect APAC
Regional Head of Product & Strategy, iProspect APAC
Dentsu Digital proposes the new concept “Advanced Creative” by combining a creator’s “hunch” and “good taste” with “AI” and “data.” It analyzes video ads’ elements (“kawaii,” “moving,” etc.) and their effects, automatically produces high-performance banners while forecasting CTRs, puts creative modules together to generate high-volume, diverse patterns of creatives, and instantly generates changing expressions depending on weather, time and other information. Join our session to envision a future of advertising.
Executive Officer/ Executive Creative Director, Dentsu Digital Inc.
WEB marketer, Recruit Communications
Three Ad Tech Veterans who are in charged since the early stage of Ad Tech (Buyside, Sellside, Service Provider) introduce various case studies and discussthe importance of Ad Verification and the needed skill for media buyers, media traders.
Country Manager, Japan, The Trade Desk Japan K.K.
CEO, Momentum Inc.
Executive Vice President, Platform One Inc.
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