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JAAA 45th Prize-Winning and Selected Papers Announced
On March 11, the winning and selected entries for the "Papers" and "My Message" categories were announced for the 45th "Prize Essay Contest" hosted by the Japan Advertising Association (JAAA). This annual contest, now in its 45th year, aims to reflect practical arguments and proposals rooted in the daily work of association member companies within the advertising industry. Submissions reached a record high of 612 entries: 83 in the "Thesis" category (theme: "Advertising Moves, Moves People") and 529 in the "My Message" category (General Division, Newcomer Division). Three entries received Gold, Silver, and Bronze prizes in the Thesis category, while 10 entries were selected for the "My Message" category.
The Gold Prize-winning entry, "The Advertising Industry Moves at the 'Great Divergence' of the AI Revolution: Next-Generation Agents That Move People" by Fumi Hito (Dentsu Inc.), received high praise from the judges: "It offers sharp insights on AI and stands head and shoulders above the rest. It's a superb essay that everyone working in the advertising industry should read." This marks Mr. Hito's second consecutive Gold Prize. The awards ceremony will be held during the Annual General Meeting and Commemorative Ceremony on May 31.
45th "Thesis" and "What I Want to Say" Essay Contest Winners and Honorable Mentions (Titles Omitted, Listed in No Particular Order)
☐ "Thesis" Category
Theme: Advertising Moves, Moves People
Gold Prize
Fumi Nitta, Senior Manager, Experience Technology Department, Event & Space Design Bureau, Dentsu Inc.
"The Advertising Industry Moves with the 'Great Divergence' of the AI Revolution: Next-Generation Agents That Move People"
Silver Prize
Kota Ito, Hakuhodo, Second Planning Bureau
"The Adventure of 'Imagination' — Hokusai, Big Data, and Wild Ideas"
Bronze Prize
Junji Suga, Hakuhodo Institute of Life & Living
"Toward Advertising That Breaks Through the 'Wall of Interest'
~The 'Turn-Head' Technology Demanded in an 'Information Personalization' Society~"
☐ "What I Want to Say" Category
○ General Category (Select one of Themes 1–7)
Theme 1: Sales, Account Management
Yosuke Morinaga, Senior Planning Manager, B2B Marketing Department, Dentsu Digital Inc.
Theme 2: Media, Media Planning & Development
Daisuke Ikeda, Chief Marketing Planner, Performance Marketing Division 1, Digital Marketing Center, Dentsu Digital Inc.
Theme 3: Strategic Planning, Promotion, PR
Yasuhiro Shigeta, Planner, Strategic Planning Division 3, Strategic Planning Headquarters, Asatsu-DK
Theme 4: Creative
Kenichiro Sakaguchi, Creative Director, Creative Planning Division 2, Dentsu Inc.
Theme 5: Technology, Platform (Business Development)
Tomoyuki Nakanishi, Solution Management Team, Solution Division, Frontage Inc.
Theme 6: Administration (General Affairs, Human Resources, Education, Accounting, Systems, Legal, Public Relations, Management Control, etc.)
Minami Nakamoto, Assistant Bureau Chief, 9th Sales Bureau, Dentsu Inc.
Theme 7: Other (Items not covered by Themes 1-6)
*Co-authored
Miho Ito, Dentsu Inc. Marketing Solutions Bureau, Marketing Solutions Room 2 Manager, CSR/CSV Consulting Director
Sakurako Ouchi, Dentsu Inc., Chief CSR/CSV Consultant, Marketing Solutions Division 2, Marketing Solutions Bureau
Yumiko Umezu, Dentsu Inc., Chief CSR/CSV Consultant, Marketing Solutions Division, Marketing Solutions Bureau, Marketing Solutions Department
Tsuyoshi Sugino, Dentsu Inc., Chief CSR/CSV Consultant, Marketing Solutions Division
○ Newcomer Division Theme: Free
Taku Arakawa, Dentsu Digital Inc. Digital Marketing Center, Data Management Department, Analyst
Mie Akashi, Frontage Inc., Sales Division, Media & Content Department, Interactive Media Team
Shun Sasaki, Dentsu Digital Inc. Marketing Center, Process Innovation Department, Marketing Planner
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