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JAA Announces New Advertising Award: "JAA Advertising Award: Consumer-Selected Advertising Contest"
The Japan Advertisers Association (JAA) held a press conference on April 9 at its conference room in Chuo Ward, Tokyo. Committee chairpersons explained the association's activity policies and plans for fiscal year 2015.
At the press conference, Acting Chairman Tsuchihashi (Director, Communications Bureau, Toyota Marketing Japan) opened with remarks: "Advertising spending is trending upward. However, advancements in digital and information communications are compelling the advertising industry to reform. We aim to refresh the JAA to respond to changes in consumers' lives and contribute to the industry's development." Committee chairs then presented their activity policies.
Executive Director Tatsuo Fujikawa announced the renewal of the JAA's three-year plan. Based on member surveys, he explained the policy priorities: ① Promoting the utilization of digital and social media; ② Establishing a foundation for evaluating advertising investment effectiveness; ③ Advancing human resource development and knowledge-sharing initiatives; and ④ Demonstrating leadership and strengthening the operational foundation. He emphasized that "digital is the key point." He also announced organizational restructuring accompanying these changes.
Chairman Katsuhiko Yoshida of the Consumer Affairs Committee (Managing Executive Officer, Daiichi Sankyo Healthcare) announced the outline of a new advertising award, the "JAA Advertising Award: Consumer-Selected Advertising Contest." This award replaces the "Advertising Contest for Consumers," which had been held for over half a century. He explained that it is an advertising award designed to respond to changes in the advertising environment driven by IT digitalization, emphasizing the original principle of consumer selection. Key changes include expanding the judging process from two to three stages, with a greater emphasis on evaluation and selection by general consumers. The categories have been expanded to six: Newspaper, Magazine, Television, Radio, Web, and newly added Outdoor and Transportation. The submission deadline is October 9th, with results announced on December 17th. A logo design for the award is also being solicited.
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