Asian Advertising Conference Held in Hanoi／ Theme: "Re-Engineer Advertising"／ Dentsu Inc. Advisor Mataki Selected for First "Hall of Fame"

The 28th Asia Advertising Conference (AdAsia) was held from November 11th to 14th at the National Convention Center in Hanoi, Vietnam. Its theme was "Re-Engineer Advertising." Over 500 participants, including advertising agencies, advertisers, and media professionals from 13 countries and regions across Asia, gathered for more than 20 lectures and panel discussions.

This conference is held biennially in various Asian cities by the Asian Federation of Advertising Associations (AFAA).

At the opening gala on the 11th, welcoming remarks were given by Mr. Dinh Quan Guu, President of the Vietnam Advertising Association, and Deputy Prime Minister Nguyen Thien Nhan. Representatives from Taiwan, the next host country, gave a presentation. Entertainment included a dance inspired by Vietnam's traditional "water puppet theater," songs blending classical and avant-garde styles, and modern music featuring classical instruments.

The opening ceremony on the 12th commenced with a drum signal from a group of women dressed in traditional ao dai, marking the start of AdAsia 2013, the first time the event was held in Vietnam. Following a welcome address by AFAA President Pradip Guha, a minute of silence was observed for the Philippines, which suffered extensive damage from Typhoon No. 30.

Additionally, Dentsu Inc.'s Advisor Toshio Mataki was selected for the newly established "Hall of Fame" and honored by AFAA. This recognition was for his longstanding support of the Asian advertising industry and his significant contributions to its development.

That evening, the 'Dentsu Inc. Night' event held at the same venue drew 500 attendees. Following a toast by Mr. Gu, President of the Vietnam Advertising Association, the stage featured entertainment including songs, dances, and performances with handmade instruments, concluding successfully.

Takashi Hoshuyama, President of D2C Inc. from Japan, delivered a lecture titled "Insights and Trends in Mobile Marketing in Japan."

He introduced successful cases achieved in Japan's 3G environment, targeting Vietnam where third-generation (3G) mobile phone environments are becoming widespread. He also mentioned the potential for future business expansion in mobile marketing within the country. Furthermore, he stated, "With the arrival of the high-speed data communication service 'LTE' and the resulting improvement in communication speeds, corporate marketers should shift their thinking from a device-centric perspective to one focused on specific platforms."

Finally, he introduced D2C Inc.'s slogan, "No wireless, No Marketing," and projected that "marketing will increasingly evolve into a situation where it cannot function without digital, centered around various mobile devices operating in a wireless environment."