Dentsu's cutting edge
Article Abstract:
Dentsu's Interactive Solutions Centre (ISC) creates campaigns for the most progressive firms in Japan by freely employing all five mass media, the "big four" and the Internet. The Japanese company acted as project leader in producing a new digital direct-to-home channel for one customer. ISC tapped expertise from the multimedia and TV units of Dentsu to move from the conceptualization stage to launching in just four months. The company created a campaign, which incorporated a dazzling array of media vehicles, for a principal automobile manufacturer that targeted the dealership-shy new generation of automobile buyers.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1998
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TBWA in Nissan deal
Article Abstract:
TBWA Worldwide has acquired a stake in Nippo Corporation, an agency subsidiary of the Nissan Motor Group. The purchase will provide TBWA entry into the Japanese market as well as an opportunity to win over from Hakuhodo the Nissan account, which is one of TBWA's major clients in Europe and the Americas. Nippo, the 16th largest agency in Japan, has annual billings of $280 million and clients that include Nippon Life Insurance, Hitachi, Hewlett-Packard Japan and Fuji Heavy Industries. The TBWA acquisition will reduce Nissan's more than 55% stake in Nippo to about 10%.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1998
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A close shave
Article Abstract:
The newspaper industry in Japan has reported weaker revenues since 1998 when advertisers significantly reduced their advertising expenditures. The reduced advertising spend has been triggered by industry-wide cost cutting strategies, which includes strealining of operations, increasing computerization and efficiency. The reduced ad spend also affected sales in the magazine and books sectors. Meanwhile, the newspaper industry has launched a nationwide campaign to raise the awareness and value of newspapers.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1999
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