Case Study
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Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020
Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.
Opinion
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Ken Harada, September 2020
Connected TV has much potential in Japan but its future remains undefined, as media owner efforts to develop a CTV marketplace to meet advertiser demands, are still in the early stages.
News
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21/07/2020
China and India have over-indexed on concerns about the on-going coronavirus outbreak, while Japan has kept pace with global norms, according to a new study by McCann Worldgroup.
News
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07/07/2020
With the strange economic shock unleashed by Covid-19 now starting to materialise, the fortunes of some companies operating in Japan, show how e-commerce is adapting to fill a void left by physical retail.
News
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06/07/2020
The coronavirus pandemic is forcing a reappraisal of much of the technology we use in public spaces and is also accelerating automation efforts in logistics and the supply chain; a recent report predicts the market for next-generation logistics ...
News
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30/06/2020
The branded facemask has arrived: Uniqlo, owned by Japan’s Fast Retailing, is just one of several retail and sportswear brands that have responded to consumer demand and moved into the mask market.
Article
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Low Lai Chow, Event Reports, Kantar Japan webinar, June 2020
Research from Kantar outlines how the expectations of Japanese consumers are shifting in tandem with the disruption and change brought about by the COVID-19 pandemic.
Case Study
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SABRE Awards, Gold, North America, 2020
Mitsubishi, an automotive manufacturer, launched a repositioning and rebranding of its aircraft corporation by creating a brand expression that brought to life the Japanese notion of space for the first commercial aircraft from Japan in half a century.
News
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14/05/2020
Disaster leads people to consider life’s more profound aspects; just as marriage spiked in the year after the 2011 tsunami and earthquake, something similar appears to be happening now amid the COVID-19 crisis.
Article
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Near, Research on WARC, April 2020
Outlines the changing patterns in people's movement, based on visitation data, in response to social distancing.
Case Study
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Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Silver, Effective Social Strategy, 2020
Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.
News
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20/04/2020
Japanese consumers are slightly more optimistic about the challenges brought about by the ongoing COVID-19 pandemic, according to a recent Mood of Japan survey conducted by McCann Japan.
News
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16/04/2020
New research from online brand management company Yext offers insight into how people’s use of online search has changed around the world since the COVID-19 pandemic took off.
Case Study
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Kaori Yatsu, Akie Suzuki, WARC Awards, Silver, Effective Use of Brand Purpose, 2020
Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.
News
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26/03/2020
The impact of COVID-19 is transforming millions of lives, and also causing a profound and possibly lasting change in the behaviour of business and consumers, a new study predicts.
Rankings
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WARC Effective 100, 2020
Hiroshima Prefecture, a local government in Japan, increased oyster consumption by launching a workbook that educated citizens about the food.
News
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12/02/2020
Faced with an ageing and shrinking population, Japanese brands are having to look overseas for future growth – a development that will require a shift in the thinking of marketers.
Research Paper
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Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Digital First, January 2020
This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.
News
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02/12/2019
Aeon, the largest supermarket group in Japan and one of Asia’s biggest retailers, has joined forces with British online grocer Ocado to develop Aeon’s e-commerce capabilities.
News
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29/11/2019
In-app advertising is growing in popularity in Japan, but concerns remain over media quality, according to a new report by PubMatic.
Case Study
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Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Research Paper
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Rumiko Ayusawa, Akiko Hoshi and Haruka Sugino, ESOMAR, Fusion, 2019
Introduces an attempt to co-create a desirable future with consumers and brands through the power of research.
News
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08/11/2019
Japanese brands are often associated with quality, giving them a competitive edge, yet their overseas exposure compared to the average of other international markets is letting them down, according to the first ever BrandZ Japan ranking.
