Current Clients: Nissan, Apple, Adidas Born: Fukuoka, Japan
Current Clients: Nissan, Apple, Adidas
Born: Fukuoka, JapanWorked in: Japan and China
Describe an innovative idea or business solution of which you are most proud. Tying the knot between TBWA and Hakuhodo to create a new company that could better serve clients through a new, merged identity is without question the most innovative solution of my career to date. Combining the creative expertise of both companies, while taking best advantage of TBWA’s global reach and Hakuhodo’s media capability, simply made sense for a client like Nissan.
Establishing TBWA Hakuhodo in both China and Japan to support Nissan’s “One Brand, One Voice” strategy was the next immediate challenge. We were able to overcome different cultures, company styles and business policies — all in an effort to maximize a client’s brand value in the international market.
When Nissan set out to be a major player in China, I understood that my role was to deliver new users in the largest market in the world. I soon learned that it was also a market that did not have established practices or rules for marketing and communications. By opening up new channels and finding alternative media options, we entirely altered the usual ways of selling in the automotive segment.
What role does innovation play in your marketing strategy today? I describe the role of innovation in two ways: 1.) developing new contacts (touch points) that connect sei-katsu-sha (living persons) and brands through existing media, such as TV and newspapers and 2.) addressing brand issues through new communication venues in terms of both sei-katsu-sha and TBWA’s disruptive idea.