Tag: Japan

Tokyo, Japan – Independent creative agency UltraSuperNew has revealed its new global positioning with the opening of its Tokyo office. From a Harajuku-based studio to an international Shibuya-based network, it aims to empower Japanese and Asian brands in their international expansion, as well as global brands tap the power of Japanese creativity in their campaigns

With its new positioning, UltraSuperNew is focusing on helping Japanese and Asian brands forge connections internationally. It leverages its fully integrated creative network through its offices in Amsterdam, Tokyo, and Singapore.

Through the creative network, UltraSuperNew combines global reach with local insight, allowing Japanese brands to easily tap into new markets. With local insights, each brand can maintain its roots in Japanese culture while allowing global brands to witness the country’s unique social landscape.

The new Tokyo office serves as the creative and cultural department driving production, while UltraSuperNew’s Singapore office works as a launchpad for brands aiming to expand to Southeast Asia. Meanwhile, its office in Amsterdam allows Japanese brands’ entry into Europe. 

The three offices will function as a 24-hour creative and strategic studio, facilitating faster delivery and streamlining creative and production processes across regions.

Additionally, the new Shibuya office also features the ‘UltraSuperNew KURA,’ a creative hub for invited artists, creators, and innovators to connect and collaborate.

Marc Wesseling, co-founder and CEO at UltraSuperNew, said, “Moving from Harajuku to Shibuya marked a turning point for UltraSuperNew—not just a change of address, but a shift in energy, ambition, and identity. It reflects a broader transformation happening across Tokyo and Japan itself.”

“As the cultural pulse of the city evolves, so do the ambitions of Japanese brands. More than ever, they’re looking to connect with global audiences and need partners who can translate their unique stories beyond borders. UltraSuperNew has grown up, scaled up, and levelled up—while staying true to the creative spirit and cultural curiosity that defined us from day one,” Wesseling added.

Japan – Independent creative agency UltraSuperNew has appointed creative talent Diana Ganea—formerly of Wieden+Kennedy Tokyo—as art director in its Tokyo office.

Ganea will be working across accounts such as SKYN, Sheraton, Jameson, and the interactive music-learning platform Yousician, bringing a style shaped by her interest in graphic design and emerging technologies.

Originally from Copenhagen, she has a multidisciplinary background spanning film, out-of-home, events, social, 3D, and augmented reality. At Wieden+Kennedy Tokyo, she contributed to campaigns for global brands including Samsung, Google, IKEA, Nike, and most recently, Netflix.

A graduate of the London College of Communication, Ganea’s work often explores youth culture and mixed media formats. Her previous projects include an AR experience featuring IKEA’s BLÅHAJ plushie for the Tiny Homes campaign and a reimagined playground for Nike’s Playground for All.

Before relocating to Tokyo, Ganea worked with London-based creative events agency My Beautiful City and creative studio Object & Animal, contributing to campaigns, music videos, and the cover design for FKA Twigs’ Cellophane.

Speaking about her new role, Ganea said, “I’m thrilled to join UltraSuperNew’s Tokyo team, a place that values bold ideas and a forward-thinking, experimental approach. I’m excited to explore new formats and technologies with such a talented group and to create work that’s both meaningful and unexpected.”

Operating out of UltraSuperNew’s Tokyo office, Ganea will report to creative director Yousuke Ozawa.

Ozawa shared, “Diana immediately raised the creative bar when she joined, and that standard has only continued to rise thanks to her sharp eye for design and deep understanding of technology. We knew right away she was a perfect fit for UltraSuperNew – her passion for creating original, meaningful work far outweighed any superficial ambition, which is exactly what we value most here. Despite her intense drive, she brings a kind and gentle spirit that’s incredibly likeable and has naturally strengthened the chemistry across teams. She continues to surprise me every time – and I can’t wait to see what she comes up with next.”

Japan – Apple has unveiled ‘Last Scene’, a 27-minute short film shot entirely on the iPhone 16 Pro, spotlighting the device’s advanced camera features through a cinematic blend of time travel, drama, and heartfelt storytelling.

Directed by Cannes Palme d’Or winner Hirokazu Kore-eda, the short film marks the acclaimed filmmaker’s first foray into time travel, blending drama and light comedy in a story about memory, legacy, and the passage of time. Known for Shoplifters and Monster, Kore-eda crafts a bittersweet tale that poses a central question: what will remain in the future, and what will disappear?

Set primarily in the coastal town of Kamakura, ‘Last Scene’ follows Kurata, an aspiring TV screenwriter played by Taiga Nakano, whose life is disrupted by the arrival of his granddaughter from 50 years in the future. Played by Momoko Fukuchi, the granddaughter’s mission reveals a paradox: saving the future of television dramas may come at the cost of her own existence. Supporting roles include Kore-eda regulars Daisuke Kuroda as a TV producer and Lily Franky as a Ferris wheel attendant who appears in both present and future timelines.

The 27-minute film doubles as a showcase for the iPhone 16 Pro’s video capabilities, with Kore-eda using the device to capture both sweeping movement and intimate emotion. Cinematic mode helps frame character moments with a shallow depth of field, while Action Mode offers stability during dynamic sequences—such as a sprint to catch the Ferris wheel. The film also makes use of 4K slow motion in Dolby Vision and the 5x telephoto lens to highlight key emotional beats and distant expressions.

Shot by award-winning cinematographer Mikiya Takimoto, the film presents a quiet, humanistic style typical of Kore-eda’s work, using mobile filmmaking tools to portray everyday moments with nuance and warmth.

“I wanted this film to be natural and unvarnished and used an iPhone 16 Pro to honestly capture the fleeting moments of everyday life and the precious things we take for granted. I envisioned the visuals of our characters’ journey from the diner to Kamakura to the Ferris wheel as gentle and brimming with warm humanity,” said Kore-eda.

Last Scene premieres May 9 at 11am JST on Apple’s YouTube channel, apple.com/jp, and the Apple TV app in Japan. It will be available to U.S. audiences from May 8 at 7pm PST.

Japan – Accenture has announced its agreement to acquire Yumemi, a Japan-based digital services and product provider, in a move that will significantly boost its ability to rapidly design and launch innovative digital products at scale for clients.

Founded in 2000, Yumemi has developed a wide range of digital products for more than 600 companies across various industries, serving an estimated 60 million monthly active users worldwide. The company is known for its “design engineering” approach, which brings designers and engineers together in integrated teams to accelerate product development and delivery.

Following the acquisition, Yumemi’s team of around 400 professionals in Japan will join Accenture Song, the company’s creative and technology arm.

Accenture said the move will enhance its ability to support clients throughout the digital product lifecycle by tapping into user insights and combining both firms’ strengths in data analytics and generative AI. The company added that demand for digital products continues to grow, as businesses seek new ways to engage customers and remain competitive.

By integrating Yumemi’s development model with its own AI-driven transformation capabilities, Accenture aims to offer end-to-end support in building, operating, and refining digital products at scale.

Atsushi Egawa, CEO of Accenture, Japan, and co-CEO for Asia-Pacific, explained, “By integrating Yumemi’s advanced capabilities, we will bolster our ability to help clients address critical business challenges by anticipating their needs and supporting the development of innovative new digital products. Yumemi’s growth is fuelled by its strong corporate culture and active engagement of its diverse talent, and its leaders prioritise the development of their people and cultivate a flexible, transparent environment, fostering new ideas and exceptional employee experiences.”

“Embracing Yumemi’s forward-thinking approaches and agility, we are committed to creating world-class digital products that significantly impact the market, driving transformation and competitiveness of enterprises in Japan and across the globe,” Egawa added.

Terms of the deal were not disclosed. The acquisition is subject to customary closing conditions. Yumemi will become part of Accenture Song’s design and digital products unit, following its 2024 acquisition of Work & Co.

Toshiyuki Kataoka, CEO of Yumemi Inc., shared, “Accenture’s commitment to delivering on the promise of technology and human ingenuity perfectly aligns with our vision of ‘crafting timeless services to enhance people’s lives worldwide.’ By combining Accenture’s comprehensive offerings with our proven ‘design engineering’ expertise, unique and diverse employee culture, and strong customer community, we aim to accelerate the development of groundbreaking digital services that will transform industry norms.”

He continued, “We have immense respect for Accenture’s culture, which aligns harmoniously with our own. This perfect fit is destined to create remarkable synergy, enabling our teams to refine their skills and unlock new levels of value for our customers, employees, and business.”

Japan – MCDecaux, the Japan branch of global outdoor advertising company JCDecaux, has officially launched programmatic buying for its premium digital out-of-home (DOOH) inventory in Japan through VIOOH, the global DOOH supply-side platform.

The initial rollout includes 55 digital screens at Kansai International Airport (KIX) and Osaka International Airport (ITAMI), now available for programmatic purchase via VIOOH. Additional digital street furniture screens across 10 cities are expected to be added in the second quarter of the year.

Through this launch, advertisers can run DOOH campaigns in a more flexible and data-informed manner. Programmatic buying allows for greater control, with the ability to tailor messaging based on time of day, day of the week, and passenger movements such as arrivals, departures, and travel type.

The approach aims to improve media buying efficiency and audience engagement at KIX and ITAMI airports by enabling more precise targeting of both international and domestic travellers. Its timing also aligns with increased travel activity ahead of Osaka Expo 2025 in spring.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “At VIOOH, we are committed to growing our programmatic DOOH offering globally. Already available in 26 markets, we’re pleased today to launch in our twenty-seventh market, Japan.”

“Initially available at airport locations, we plan to expand our DOOH footprint in Japan later this year. Programmatic DOOH now offers advertisers, both those buyers within Japan and overseas, the ability to connect with a multitude of new potential customers. The flexibility, efficiency and omnichannel campaign opportunities are infinite,” he added.

Premium DOOH inventory at KIX and ITAMI is now available through VIOOH, joining JCDecaux’s programmatic network of 7,500 screens across 26 international airports, including major hubs in the US, Europe, and Asia-Pacific.

MCDecaux has expanded its DOOH presence across airports and street furniture in Japan. The programmatic offering will soon extend to 180 digital screens in bus shelters and city panels across 10 major cities, including Tokyo, Osaka, and Fukuoka.

Malik Roumane, president of MCDecaux, said, “We are pleased to announce our entry into the programmatic DOOH market in Japan, which has rapidly expanded and is a major growth factor of the OOH industry in Japan. We start with KIX/ITAMI, which are two top airports in the west area of Japan.”

Roumane continued, “With the two airports, advertisers can reach the highest number of inbound travellers from Asian countries as well as domestic travellers, both for business and leisure. Tailor-made communication with data makes it possible to broadcast the right message at the right time and contribute to the best return on advertising investment. With Street Furniture to join in the programmatic inventory, advertisers will see opportunities to leverage the nationwide pDOOH network in Japan soon.”

Japan – Hakuhodo Inc., the integrated marketing and innovation company based in Tokyo, has appointed Akihiko Imai as the new president and CEO of Hakuhodo International, effective immediately.

With extensive experience in the marketing and advertising industry, Imai brings a proven track record of leadership and innovation to his new role. Succeeding Shuntaro Ito, his appointment signals Hakuhodo International’s focus on strengthening its global presence and continuing to deliver value to clients worldwide.

Imai began his career at Hakuhodo in 1989 and spent much of his professional journey at TBWA\HAKUHODO. He became a corporate officer of Hakuhodo in 2016 and was promoted to senior corporate officer in 2021. As of April 1, 2025, he will also serve as director and senior corporate officer of Hakuhodo.

Throughout his career, Imai has held key positions, including president & CEO of TBWA\HAKUHODO and director of both TBWA\HAKUHODO China and OMD HAKUHODO.

He has also received numerous accolades, highlighting his significant impact and influence within the industry and underscoring his commitment to excellence and innovation in marketing and advertising.

Commenting on his appointment, Imai said, “I am honoured to take on this role and lead Hakuhodo International into its next chapter. I look forward to working with our talented team to drive growth and innovation and to further strengthen our relationships with clients around the globe as a creative force for meaningful change with sei-katsu-sha*.” 

“Sei-katsu-sha” is a term Hakuhodo uses to describe individuals not just as consumers but as fully realised people with unique lifestyles, aspirations, and dreams.

Japan – Global media intelligence and consulting firm CARMA has expanded into Japan with the launch of its Tokyo office, marking its 23rd global location and reinforcing its commitment to delivering advanced media insights to Japanese organisations.

CARMA currently works with several Fortune 500 Japanese clients across banking, automotive, FMCG, and technology sectors, providing media intelligence and research solutions. The company helps organisations translate media data into actionable business insights.

With the opening of its Tokyo office, CARMA aims to strengthen its support for Japanese businesses and government agencies by offering AI-driven analytics and consulting services.

CARMA’s expertise spans key areas such as brand reputation, crisis measurement, competitor analysis, and market landscape evaluation. The firm’s move into Japan reflects its commitment to providing tailored support for multinational corporations, government departments, and international organisations operating in the country.

Leading the development of the new Tokyo office is Kenichiro Watai, a media professional with over 30 years of experience. Watai most recently served as group account director at BBDO Worldwide and previously held the role of deputy general manager at Hakuhodo.

Commenting on his appointment, Watai said, “I am truly honoured to be joining CARMA at such an exciting time. It is deeply meaningful to be able to introduce the world’s most advanced PR measurement methodologies to clients in Japan.”

“In today’s rapidly evolving media and social landscape, CARMA’s insights and data hold unlimited potential for organisations that must respond to complex challenges and make swift, informed decisions. Moving forward, I am committed to helping organisations in Japan achieve greater growth and strengthen their competitiveness through CARMA’s solutions,” he added.

CARMA’s technology processes social, digital, print, and broadcast data in over 100 languages, providing media analysis across various platforms. With a presence in 23 offices across five continents, the company applies global methodologies in PR measurement and evaluation while adapting to local market needs.

Andrew Nicholls, managing director of CARMA, shared, “Japanese clients prioritise quality and find CARMA’s unique combination of technology, global reach and experts on the ground in key territories appealing.”

He continued, “This expansion comes at a time of great disruption for many Japanese organisations who increasingly demand insights to navigate the complex global marketplace and defend their position against increased competition from markets like China and Korea. I look forward to working with Watai-san to fulfil our brand promise of delivering what matters to clients in Japan.”

Japan – Nexxen, a global advertising technology platform with deep expertise in data and advanced TV, has appointed Masatsune Shironishi as its new vice president, country manager for Japan.

With over 30 years of experience in marketing, sales, and advertising, Shironishi brings deep expertise in linear TV, in-stream video, over-the-top (OTT) and connected TV (CTV), digital media, ad tech, and branding solutions to Nexxen. Based in the company’s Tokyo office, he will play a key role in driving Nexxen’s growth in the Japanese market.

Before joining Nexxen, Shironishi spent nearly three years at Microsoft Advertising as regional vice president, marketplace development. During his tenure, he successfully led the launch of Netflix Ads in Japan—where Microsoft served as the tech partner—and played a key role in advancing programmatic business strategies across Microsoft-owned platforms.

Shironishi also held leadership roles at leading ad tech firms, including Xandr, Amobee, and Videology. His career also includes senior sales positions at OpenTable, Elsevier, and I&S BBDO, further showcasing his expertise in driving growth across digital media and advertising.

Commenting on his appointment, Shironishi said, “I am thrilled to join Nexxen as its new VP, Country Manager for Japan. Given Nexxen’s strengths as a platform – particularly in data, CTV and creative solutions – I’m confident we’ll be able to help to transform advertising strategies throughout the Japanese market, and I’m eager to leverage my industry experience to drive this growth.”

“We are delighted to welcome Masatsune Shironishi as our new VP, Country Manager for Japan. His extensive knowledge and skill set will be instrumental to innovating within Japan’s digital advertising ecosystem, and we look forward to working with him as Nexxen continues to expand its presence across Asia,” said Josif Zanich, managing director for JAPAC at Nexxen.

Japan – Canva has teamed up with Wieden+Kennedy Tokyo (W+K Tokyo) to launch a captivating new film series that showcases how creativity can transform everyday challenges into innovative solutions.

Directed by filmmaker Yuki Tanada, known for The One Million Yen Girl and My Broken Mariko, the eight-part series follows Yuki, a curious young girl, and her fellow islanders as they navigate daily life on a remote Japanese island.

Each short film presents an everyday challenge faced by the islanders, with creative solutions emerging through digital design tools. From making artwork and presentations to editing videos and designing printed materials, the series explores how technology can support problem-solving in daily life.

The first four films introduce the island’s quiet charm and its eccentric residents. ‘The Postman’ follows Yuki as she befriends the local postman, played by Kanji Furutachi, and helps revive the tradition of Nengajo, Japan’s New Year postcard custom. In ‘A Fresh Start,’ Yuki tries to help her grandmother, played by Naoko Ken, reignite her passion for running an island salon.

In ‘Dream Boyfriend,’ Yuki playfully reshapes the reality of her surfer crush, Kai, to match her idealised vision of a boyfriend. ‘Island Romance’ sees her scheming to make the entire island fall in love, hoping it will bring more children to play with—leading to unexpected twists and chaos.

The series will continue into 2025, introducing new island characters and expanding the story’s focus on creativity, community, and connection.

Max Pilwat, creative director at W+K Tokyo, said, “This year, we explored the power of Canva on a deeper level. Through this series, we brought the app to an unexpected setting—an island—demonstrating how it can allow real people to design and connect beyond their imaginations.”

Japan – To celebrate National Cat Day, Uber Eats has teamed up with Special (Australia and Japan), Whatever Tokyo, and EssenceMediacom to launch a playful new initiative in Japan, urging pet owners to stay in and enjoy quality time with their furry companions over the long weekend.

This February, Japan will observe a long weekend with National Cat Day on February 22 and a National Holiday on February 24. To mark the occasion, Uber Eats has introduced a limited run of Uber Eats Pet Buttons, designed to playfully encourage pet owners to stay in and order food, giving them more time to spend with their furry companions.

When pressed, the pet buttons play the well-known phrase from campaigns featuring Naka Riisa and Nakao Akiyoshi, “Uber Eatsで、いーんじゃない?” (Why Not Uber Eats?), serving as a light-hearted prompt for pet owners to stay in and share a meal with their furry companions.

The initiative will be shared through social media, digital platforms, and influencer collaborations, encouraging pet owners across Japan to spend more time at home with their furry companions.

Yasunari Aoyama, brand marketing manager for Japan at Uber Eats, said, “At Uber Eats, we know pets are a huge part of the family. Pets and Uber Eats have one thing in common… they want their humans to stay inside.”

“We wanted to give pets the opportunity to suggest ‘Why not Uber Eats’ to their owners so they can keep their humans home and enjoy their favourite meals together this weekend,” Aoyama added.