The ACC Award Has Changed! ~Exploring the Background~

This year, the All Japan Commercial Broadcasters Association (ACC) declared a transformation. It's taking action, such as revamping the framework for the 55th ACC CM FESTIVAL. Behind this lies a self-questioning stance: "Are we truly engaging with new forms of advertising expression?" Chairman Takashi Takada is determined, stating, "We're on the brink of whether it's too late, but we must become the driving force for the advertising industry."

To remain an open space for new expressions

　

——Why did you choose now to initiate this reform?

To be blunt, when I became chairman in 2013, ACC was in a critical situation. For example, entries for the ACC Awards peaked at just over 4,000 in 1992 and have since declined, falling to nearly half that number in recent years.
One reason, I believe, is that while the Japanese economy stagnated, the environment surrounding the advertising industry changed significantly, and ACC failed to keep pace with those changes.
Having worked extensively in marketing at Toyota Motor Corporation, I've consistently grappled with the ideal form of advertising for each era. From the early 90s until a few years ago, Japan's economy stagnated, leading to the "Lost 20 Years," and advertising budgets and production volumes undoubtedly declined. Furthermore, media diversified, primarily driven by the rise of the web, intensifying competition and inevitably reducing the time consumers spent engaging with traditional mass media. Yet, the ACC had completely failed to keep pace with these changes. Reform was essential to remain an open platform for new forms of expression needed by advertisers, advertising agencies, production companies, and media outlets.

Creativity has the power to change the world.

　

——How do you feel about this year's ACC Awards?

First, the total number of entries increased by 331 from last year to 2,609. This increase was influenced by our decision to rename the TV Commercial category to the Film category and establish two subcategories: TV Commercials and Online Films. The Online Films category specifically sought longer-form video ads designed for web release, a format growing annually. We received 326 entries here, confirming that this restructuring aligned with current trends.
Many of the winning entries had also been recognized at global advertising awards like the Cannes Lions, reaffirming that Japanese creativity holds its own on the world stage. It was also gratifying to witness the thriving activity of younger creators choosing online film as their medium of expression.
In the TV Commercial category, perhaps influenced by the 70th anniversary of the war's end, the Grand Prix was awarded to a work (Tokai Television Broadcasting) with a notably strong stance, unlike previous years. While avoiding taking specific sides and creating enemies has been the fundamental approach for commercials, I expect and hope that more assertive commercials will emerge and be recognized in the future.

——Please share your outlook for the future.

This year, we established the new "Under 29 Award" in the radio commercial category, targeting those in their twenties. We will continue various activities to encourage more young people to enter this field.
Media has always aimed to communicate with the local people on the other side. While that perspective remains essential, the rise of the web and the globalization of business mean advertising expression, like the economy, is also becoming global. Supporting this is also part of ACC's role.
Creativity sparks innovation and is the driving force that changes the world. The ACC intends to continue driving transformation and dedicate our efforts to activities that foster the growth of our members and, by extension, the advertising industry as a whole. We would greatly appreciate your opinions and suggestions.