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02 November 2011

Cream world tour presents Japan: Glico, Diesel, and Google


Today the Cream world tour will take you to Japan. Japan was hit hard in the recession and adspend, and is expected to experience a 2.3% improvement in 2012, with television ad sales climbing by 3.4% and online witnessing a 9.3% lift. The depth of the crisis can partly be explained by the fact that automotive and consumer electronics are its dominant advertising categories.

However, Japan has made a faster than expected recovery from the natural disasters that hit the country earlier this year. An inward-looking market, more than an international one, it is dominated by local agencies Dentsu, Hakuhodo and ADK. For the full lowdown on the local media landscape, click here.


And now for some case studies.

Eguchi aimi ad
Japanese confectionery brand, Glico, fabricates the ultimate teen pop star to endorse its product. Full case study here.


Diesel japan 1
If Diesel sneakers were made for kicking ass, then the most obvious choice was to give shoppers the opportunity to test the brand's claim.  An 'Kick Ass Hall' was built at the Nagisa Music Festival. What?? Only in Japan! Full case study and video here.


Although this next case study is not actually Japanese, it's impossible to talk about Japan without bringing up the disastrous natural disaster that affected the country earlier this year.
After the catastrophic tsunami in Japan,to help keep the aid effort front of mind Messages for japan 2and keep people around the world involved in the recovery effort, Google launched Messages for Japan. This online campaign was designed to relay sentiments of encouragement from people around the globe to those affected by the recent crisis in Japan. Check the full case study here.


Well that's it for today. Stay tuned next week for another stop in Asia in honour of the Festival of Media Asia taking place in Singapore in under two weeks. Have you bought your tickets yet?




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it's impossible to talk about Japan without bringing up the disastrous natural disaster that affected the country earlier this year.

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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