Paying for Advertising in Japan

Agency remuneration in Japan is significantly different from that practised in Western markets. This paper summarises a report from the Advertising Research Consortium that shows just how wide the gulf is in terms of agency payment and remuneration methods, practices and advertiser attitudes.
Paying for Advertising in Japan

Paying for Advertising in Japan

Jonathan Lace ARC

It is well known that agency remuneration in Japan is significantly different from that practised in Western markets. A new report shows just how wide the gulf is in terms of payment methods, practices and advertiser attitudes. A comprehensive survey was conducted by the Advertising Research Consortium (ARC) in collaboration with the Japan Advertisers Association (JAA) in Tokyo, the representative body of advertisers in Japan. A significant 76 advertisers responded to a detailed 25 page questionnaire on their remuneration practices. 

The...

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