Growing Brands in Japan -‐ DECODEDACCJ Event :: Nov 2014
How did I get here?
JamesHollow.com:
My Japan Timeline Physics, Oxford University WPP Marke9ng Fellowship -‐ Ogilvy&Mather London -‐ OgilvyOne Tokyo -‐ Ogilvy AcGvaGon Tokyo Alien-‐Eye, Inc + Growth Hacking Japan + GHJ University + 500startups mentorship Profero TYO Lowe Profero
2001 2001 2002 2003 2004 2005 2012 2012 2012 2013 2014LoweProfero
2005~2014
• Japan’s most successful viral campaign ever
• World’s biggest brand hero character
• Marketing technology licensed globally by Apple
• First twitter-based promotion in Japan
• First iPhone app-based promotion in Japan
• First YouTube channel with in-video navigation
• First care app for epilepsy sufferers in Japan
PR
StrategySEM
CampaignsSEO
Identity
Websites Apps
InsightDisplay
Funnel optimisation
POS
EventsSocial
Video CMS
High context messages translate into a culture that will cater to a group that has similar experiences
and expecta;ons, from which inferences are drawn. !
In a higher-‐context culture, many things are le@ unsaid, leAng the culture explain. Words and word choice become very important in higher-‐context
communica;on, since a few words can communicate a complex message very effec;vely to
an in-‐group !
While in a low-‐context culture, the communicator needs to be much more explicit and the value of a
single word is less important !
1976 book, Hall, “Beyond Culture”
High Context Cultures
• TV
• OOH
• PR
• SEO / SEM
• Display (content match)
• YouTube
• LINE
• (Social) Retargeting
• Native ads
Media evolution
Gutter
Portal
Webmail
Early SNS
Micro-‐blogging Omni-‐channel Internet-‐of-‐things 1.0
Smart Phones + Apps Social graph Chat apps
Digital epochs:
Western Agency’s: Account Planning Model
Stephen King
Stanley Pollitt
Brand truth x Target insight = Communica;on concept
Adver;sing crea;ve
What is a “communication concept” ?
What was the communication concept?
What happened in Japan?Japan Market 2013: ¥5.9 trillion / $52bn
ContentsDENTSU :: Monopoly
• Boss TV commercial from c. 2003
• Spaghetti Western set
• Features HAMASAKI Ayumi
• AKEBONO (Sumo wrestler)
• Kono Sisters (famous escorts?)
• Mifune lookalike
• “Boss -‐ always by your side”
!
Goliath!!!
What do they have in common?!
!!
David?
Exceptions that prove the rule?
ContentsLOTO 7 :: Hanashi-‐ga-‐kawaru
• Corporate vs Product brands!• R&D / new product cycles!• Trade / channel influence!• TV culture of escapism!• Audience is wired differently!
What is a brand? !
Is it the same in Japan?
Contents
“An extremely important part of the JWT approach was insistence that, since all advtg set out to achieve responses, and since only responses were measured, all communications objectives should be set not in terms of input or 'propositions' but in terms of desired response: specifically from the senses, the reason and the emotions. !!This gave (gives) creative people total freedom to devise the stimuli most likely to elicit those responses.”
Jeremy Bullmore
Design for a desired response
Account Planning Model Adapted for Digital
Brand truth x
Target insight x
Context opportunity =
User experience concept
Crea;ve & technical development
The social graph epoch: British Council Study Abroad
Thank you! Any questions?JamesHollow.com @jameshollow
ContentsHYBRID TEAMS + PHILOSOPHY
• Hybrid culture keeps team sharp
• > Creates low context culture!
• SPECIALISTS vs GENERALISTS
• >Umbrella-‐shaped talent
• Fit to local context
• > contribute to Japan society
