Excuse me, but what exactly is Advertising Week?

Nice to meet you, I'm Izawa.
Advertising Week is finally coming to Japan! Wow, that's a surprise! If you're shocked by this, you must be a serious advertising watcher, a fanatic, an otaku, or even an expert!? In any case, even among Dentsu Inc. people or Hakuhodo people, not many are likely aware of Advertising Week's arrival in Japan. I'm just a small part of the Dentsu Group, and I'm embarrassed to say I wasn't even aware it existed.

However, Advertising Week started in 2004 with the claim that it covers everything in the advertising industry. Last year's original "Advertising Week" reportedly drew over 98,000 total attendees. For those in the communications industry, this is something you absolutely must know! Therefore, in this series, I will reveal what "Advertising Week Asia," held for the first time in Japan this May, is all about through hands-on reporting and share its full scope with you.

By the way, I'm Izawa from Dentsu Inc. Public Relations. I'm also the editor-in-chief of our owned media, " Weekly?! Izawa's Eye," which delivers the excitement and potential of PR. (Through this series, I hope you'll also get to know me, "Izawa.")

First, I guess I'll try requesting an interview with the Advertising Week Asia PR office... Huh? Wait, this is internal?! Our company handles PR for various events, but I didn't realize this was one of them... The person in charge is Sho Ikegami (younger than me, long hair, stubble, competent). I should be able to gather basic info, so I'll start by asking Mr. Ikegami!

It's long, so I'll abbreviate it as Adwi.

Izawa: Hello, I'm Izawa.

Ikegami: Hello, senior. I understand you're here today to cover Advertising Week Asia.

Izawa: That's right. I hear Advertising Week, which started in 2004, has been a huge success every year. And since 2013, they've also been holding Advertising Week Europe... In that sense, Asia is the last stronghold, I suppose.

Ikegami: You're well-informed! Well, I guess that wraps up the interview.

Izawa: No, no. Tell me a bit more. Like what the atmosphere is like and what actually happens there. Sorry, but this is actually the first time I've heard of Advertising Week...

Ikegami: Right. Well, first, since I went to Advertising Week last year, I'll tell you about that!

Izawa: Yeah, please do. Oh, before we get to that, can I just say something? Don't you think "Advertising Week" is way too long? It's a pain to type up in manuscripts and prone to typos, so I've decided to shorten it to "Ad-Wee" (with the "ee" pronounced slightly higher)! Is that okay?

Ikegami: The PR office would say no, but...

Izawa: (Ignoring him) So, what was Adwi like?

Ikegami: (Thinking, "Well, just for this column, I guess it's fine," and regaining his composure) It was originally an event launched in 2004 by the American Advertising Association (AAAA) to promote "advertising" to society. This year marks its 13th edition. Apparently, it started aiming to be like the Tribeca Film Festival.

Izawa: Ah, that's the film festival held every spring in Tribeca, Manhattan, New York City, starting in 2002—the year after the 9/11 attacks—to support New York's recovery.

Ikegami: (Hmm, this guy slips in trivia in unexpected places...) Y-yes.

Izawa: So, Advertising Week New York was well-received, and they've expanded to London in 2013 and Tokyo this year, right?

Ikegami: That's right. People gather from surrounding countries, centered around the host city.

Four days right in the heart of New York City to absorb the advertising industry from every angle.

Izawa: So, what kind of things can you enjoy in New York?

Ikegami: Centered around Times Square, right in the heart of Manhattan—a place where you're literally showered with advertising—you can enjoy seminars, workshops, live performances, comedy shows, and more across 18 venues throughout New York City. These include venues like the BB King's Blues Club & Grill, the Liberty Theatre, and the NASDAQ Market Site.

Izawa: A citywide festival atmosphere??

Ikegami: It's not like the entire city is completely transformed, but each venue is packed to the point where people are standing to watch. After all, over the four-day period, there are more than 260 events and over 98,000 total participants.

Izawa: What kind of events, for example?

Ikegami: First, I attended the Breakfast Meeting sponsored by the major American TV network ABC. You listen to the session while having breakfast.

Izawa: How stylish! And the breakfast looks luxurious!

Ikegami: (That's what you're focusing on!) ABC News anchor Elizabeth Vargas moderated a discussion between the network's political reporter Jonathan Karl and statistician Nate Silver. Nate Silver also runs his own media outlet called Five Thirty Eight. He talked about how he approaches news as a journalist and what goes on behind the scenes during reporting. I also found the talk by DAN CEO Nigel Morris and Mastercard CMO Raja Rajamannar on "How legacy brands can become pioneers in the digital world " very interesting.

Izawa: Hmm... (Not really my thing).

Ikegami: Hey, hey! You could show a little more reaction! There's so much you can only experience here—like sessions between competitors you won't see anywhere else, or appearances by Facebook heavyweights! It's four days packed with information and inspiration about the advertising industry from every angle!

Izawa: Hmm... (Even less interested now, it's an English session after all~). Are there live performances too?

Ikegami: (Hey, come on! Are you even part of the Dentsu Group?) The seminars are interesting, but comedy shows, live performances, and networking parties are happening all over the place too.

Izawa: Networking in the advertising industry is based on "good work," but what's truly important is that sense of unity—or face-to-face connection—that comes from sharing drinks together. That's my specialty, you know (laugh).

Ikegami: Senpai, you like alcohol too, but fried rice is definitely your thing, right?

Izawa: Yes, thanks to the power of fried rice, I've even become friends with some heavyweights in the advertising industry (laughs). I hear the event in Japan will be held for four days from May 30th to June 2nd. Are events like that planned?

Ikegami: Not much can be shared at this stage, but the opening gala is scheduled for Zōjō-ji Temple. Beyond that, various seminars and workshops are planned, mainly at Tokyo Midtown in Roppongi and EX THEATER.

Izawa: I'm starting to get a pretty good picture of what New York is like, but when it comes to seminars and workshops, it seems similar to AdTech. How are they different?

Ikegami: For that kind of detail, I think you'd get a better explanation from Mr. Yoshihiko Kasamatsu, the Executive Director of AdWeek Asia. Let me introduce you!

Izawa: (Ah, he finally used "AdWeek." Smirk) Mr. Kasamatsu! Former Media Shakers, now CEO of Ignite, right? We haven't met, but I've heard all about you! Please take it from here.

Next time, we'll be talking to Mr. Yoshihiko Kasamatsu, the Secretary General of Adw Asia!