Yearly Archives: 2010

Dentsu Doubles Up in Russia Dentsu’s new launch, Dentsu New Ideas, will be known as “deni.” The company aims to expand its presence in Russia. Nikita Morev, deni’s General Manager, says, “This acronym is also a play on the word ‘deny.’ Denying the status quo and conventional norms, deni will offer a full range of ...

Gal Power! Young fashion-hungry “Gals,” or Gyaru, are voracious consumers. Earlier this year, Dentsu, Japan’s largest advertising agency, set up a Gal Labo (short for laboratory) for inspiration for ways to resuscitate other segments of the economy. As well as being high spenders, Gals are also seen as independently minded and dogged in the pursuit ...

Campaigns that Roar A Twitter-based campaign to promote the IS smartphone from KDDI’s AU service was one of the Japanese winners at this year’s Cannes Lions International Advertising Festival. The Bronze Lion-winning campaign by Hakuhodo visualizes the concept of a crowd “following”—to use the Twitter terminology—a particular user or topic. A random selection of the ...

Digitally Enabled Commerce The days of struggling to try on a pair of ill-fitting jeans may finally be over. Team Labo recently unveiled its latest innovation called the “Interactive Hanger” at the Public/Image 3D event space in Tokyo. This particular technology allows consumers to virtually try on clothes. Consumers simply pick clothes hanging on the ...

TWO FOR TEA Beverage makers Kirin and Suntory are aiming to boost sales of non-Japanese tea drinks with ad campaigns centered around food. Late last spring a Suntory Oolong Tea campaign was launched underscoring the connection between “food” and “beauty,” taking advantage of a concept that is gaining momentum in the Japanese market today. Teaming ...