Advertising Leads the Way in Economy and Culture ~ The 68th Dentsu Inc. Advertising Awards Ceremony Held

This year saw a total of 1,467 entries. A panel of 497 judges conducted 17 preliminary rounds across five regions nationwide in April. In May, the final selection meeting and general assembly in Tokyo determined the "Dentsu Inc. Advertising Awards," "Grand Prize," and "Excellence Awards" for newspapers, magazines, radio, television, outdoor, and digital categories, as well as the "Dentsu Inc. Advertising Awards" and "Excellence Awards" for promotions. Additionally, the "Integrated Campaign Award" and "Secondary Integrated Campaign Award," along with the "Regional Advertising Awards" and "Secondary Regional Advertising Awards" for the Nagoya, Kyushu, and Hokkaido regions, were decided.

Panasonic, selected for the Grand Dentsu Inc. Advertising Award, won the Dentsu Inc. Advertising Award in "Radio" and "Outdoor," the Grand Prize in "Newspaper" and "Magazine," and Excellence Awards in two "Newspaper" categories, "Television," and "Outdoor," demonstrating outstanding achievements across its entire advertising campaign.

At the ceremony, Kei Imai, Chairman of the Advertising Dentsu Awards Deliberation Committee, delivered the opening address: "As Japan's economy follows a path of recovery, the role of advertising communication in further stimulating consumption and achieving sustainable and sound societal development is growing ever more significant. This year's winning entries featured many high-quality works that give us a glimpse of Japan's bright future."

Following this, Kensuke Tomita, Director-General of the Commerce and Information Policy Bureau at the Ministry of Economy, Trade and Industry, stated: "Last year, total advertising expenditure in the advertising industry, a barometer of the economy, exceeded 6 trillion yen for the first time in six years. A major challenge going forward will be expanding this virtuous economic cycle nationwide through regional revitalization. Advertising works incorporating elements of local community revitalization will significantly contribute to invigorating regional economies and fostering regional revitalization. I sincerely hope that outstanding advertising works reflecting these economic needs will continue to emerge. As METI, we will also work in collaboration with all stakeholders in the advertising industry through our Cool Japan initiatives to promote the overseas expansion of the industry and boost inbound tourism."

Akira Ohira, Chairman of the Council (also Chairman of the All Japan Advertising Federation), reported on the selection process and results. "We saw numerous works featuring highly unique core ideas, meticulously and patiently brought to life. We encourage continued exploration of new possibilities in advertising communication, striving for groundbreaking and creatively rich advertising concepts and expressions," he encouraged.

Following the award presentations, Panasonic Chairman Shusaku Nagayoshi, recipient of the Grand Prix Dentsu Advertising Award, took the stage. While this marked Panasonic's 31st award since the company's days as Matsushita Electric Industrial (the previous corporate name), it was the company's first Grand Prix Dentsu Advertising Award. He expressed his joy at having the company's name etched into advertising history. He also quoted founder and first advertising director Konosuke Matsushita: "Advertising is a merchant's duty." "Advertising is not only essential for corporate management; the more vibrant a country's advertising, the more its culture advances and develops. In other words, advertising is the forerunner of culture." He added, "It is a company's duty to promptly inform consumers when launching new products. Furthermore, the diverse advertisers competing and striving to improve their skills at the Advertising Awards also contributes to the development of Japanese culture. We intend to continue challenging ourselves at the Advertising Awards with humility and sincerity."

Finally, Dentsu Inc. President Nao Ishii concluded, "We will strive to fulfill the role expected of an advertising agency, of course, but also to further amplify the potential of advertising's power. We will continue our efforts and refinement so that the Dentsu Advertising Awards remain an award that anticipates societal change."

The "68th Dentsu Inc. Advertising Awards Exhibition" is scheduled to be held at the Ad Museum Tokyo in Shiodome, Tokyo, from August 6 (until September 26).

See the list of award-winning works here (Dentsu Inc. Advertising Awards website).