Asuka Mogi, Account DIrector, Beacon Communications, TOKYO

How does a prestige brand that is synonymous with skincare not only maintain its strong position but also grow? That is the challenge that Asuka Mogi, account director, Beacon Communications, has faced in her responsibilities for SK-II, a full-range premium skincare line from Procter & Gamble’s Max Factor that is considered the No. 1 prestige skincare brand in Japan and much of Asia. While remaining mindful of the brand’s heritage, she has astutely identified and leveraged the best global ideas with sound strategy to ensure SK-II marketing expenditures produce the best return. Because of the strength of the ideas and way they are executed, both the market impact and return on investment have been high. Part of the key has been her effective coordination of a large agency team that in turn has helped fuel double digit growth each year for the past three years and expand SK-II into the body segment. She has also expanded the marketing program to include non-traditional ways of reaching consumers, especially to communicate with the brand’s most loyal customers. Overall, the brand now is being marketed more holistically as it continues to build relationships with consumers through a variety of communication vehicles.