LONDON: Tokyo-headquartered Nikkei Advertising Research Institute has linked with the World Advertising Research Center, publisher of WARC News, in a content-sharing partnership.

The deal allows subscribers to's online datbase to access English-language content from NARI's regular publications covering the Japanese advertising and marketing industry.

For its part, NARI will publish in Japanese articles from Admap, WARC's influential monthly magazine on effective advertising, marketing and research.

Says WARC managing director Robin Sutton: "At $34 billion (€22.9bn; £16.52bn) in 2006, Japan is the world's third largest advertising market by spend, representing 7% of the world total.

"With so much activity going on there it's vital that non-Japanese speaking marketers have a way of keeping up with new thinking and innovation emanating from this key market.

"The new partnership between WARC and NARI offers our customers invaluable insight into how brands in Japan communicate with their consumers. And we are delighted that some of the best content from Admap will now become available in Japanese for the first time."

In Tokyo, NARI executive director Takatsugu Tomobe, said: "This partnership will benefit not only both organizations, but also many people who are engaged in the advertising business around the world."

Data sourced from; additional content by WARC staff