PPC Director Richard Hartley gives his global viewpoint from Tokyo in the latest Campaign Live article.
After returning from a three month stint working at Frontier Digital Marketing, part of Japan's IREP Group, Richard discusses his viewpoint on the advertising industry in Tokyo.
"Ads are literally everywhere in Japan. One reason why the Japanese ads we are exposed to in the West tend to be extreme by our taste is because it is the only way to get penetration. Despite this, ads still tend to be formulaic and very brand-led." says Hartley "No opportunity for advertising is missed. Since the SARS outbreak a few years ago, the Japanese became even more conscious of public cleanliness, and facemask-wearing commuters are common. This led to savvy advertisers giving away free branded packs of tissues outside stations. Even packets of sugar in restaurants carry brightly coloured company logos. If there is space for a brand, it will likely be filled by an ad."