JAA Announces Activity Guidelines, Chairman Ito Stresses "Importance of Eternal Dialogue with Society"

The Japan Advertisers Association (JAA) held a press conference on April 7 at the JAA conference room in Chuo Ward, Tokyo, to communicate its activity guidelines and business plans. The Chairman and committee chairs explained the policies and plans for fiscal year 2016.

Following Chairman Ito's remarks, Managing Director Shinji Suzuki (formerly Executive Officer and Head of the Wellness Business Unit at Ajinomoto) outlined five operational priorities: "Deepening dialogue with a wide range of stakeholders," "Initiatives in digital media," "Strengthening the global perspective," "Advertising effectiveness measurement and its dissemination," and "Human resource development and knowledge sharing."

Furthermore, each committee chair explained their specific activities.

Tatsuya Koizumi, Chair of the Consumer Committee (Executive Officer and General Manager of Corporate Planning at Daiichi Sankyo Healthcare), discussed plans for seminars featuring JAA Advertising Award winners, as well as the call for entries and planning/operation of the 55th JAA Advertising Awards.

Koji Hosokawa, Chair of the Newspaper Committee (Director of Advertising, Panasonic Brand Communication Division), stated plans to share case studies on utilizing effectiveness measurement metrics like J-MONITOR, research newspaper advertising in the digital era (including digital editions), and co-host seminars with the Japan Newspaper Publishers & Editors Association.

Magazine Committee Chairman Makoto Koide (General Manager, Shiseido Japan Communications Division) stated that to further leverage magazine content strength, the committee will study case examples of utilizing the effectiveness measurement index M-VALUE and research digital delivery.

Radio Committee Chairman Tsuchihashi (Director, Toyota Marketing Japan) mentioned defining procedures for swift disaster response, particularly resuming broadcasts after commercial cancellations or ad replacements; online delivery of TV commercials; and reducing schedules and costs for producing subtitled commercials.

Shinji Yamada, Chairman of the SP Committee (Managing Director, Head of Advertising & Design Division, Suntory Business Expert), explained efforts to establish common metrics for transportation advertising, along with research and study tours on utilizing expanding digital signage and vehicle channels.

Kenji Amaha, Chairman of the Research Committee (Director, Advertising Department, Ajinomoto Co.), stated that the "JAA Advertising Data Research Handbook," announced upon the committee's establishment last year, is progressing and will soon be distributed to member companies.

Shigeko Tanaka, Representative Director of the Web Advertising Research Group (WAB) (Senior Expert, CRM Headquarters, NEC Corporation), stated that the group disseminates practical, up-to-date information through various seminars and forums for members. She also referenced the 2016 WAB Declaration, which stated, "Marketers unable to adapt to digital change will be eliminated."