JAA Holds Business Briefing, Announces "Action Guidelines for Improving Work Styles" and Other Initiatives

 

The Japan Advertisers Association (JAA) held a business briefing at Hotel Monterey Ginza in Chuo Ward, Tokyo, on April 18. The Chairman and committee chairs explained the policies and plans for fiscal year 2017.

In his opening remarks, Chairman Masatoshi Ito (Chairman of Ajinomoto Co., Inc.) addressed topics including "digital advertising," "workstyle reform in the advertising industry," and "hosting the 2018 World Federation of Advertisers Congress in Tokyo."

First, he addressed digital advertising. "The advertising industry has expanded and developed its media reach through technological innovation. The growth of digital advertising driven by ICT (information and communications technology) evolution is causing structural changes in advertising activities. We must resolve issues that undermine trust, such as brand damage, and move toward open, reliable practices. Rather than viewing digital as requiring specialized skills, we aim to fully leverage both mass advertising and digital advertising as new forms of communication."

Regarding work-style reform, he said, "We are advancing open discussions with advertising-related organizations. We want to build a more integrated and rational work style to promote mutual understanding and ensure the healthy development of the advertising industry."

He also expressed enthusiasm about hosting the World Federation of Advertisers General Assembly in Tokyo in May 2018, alongside the "Global Marketers Week." "Hosting during this period is a great honor and an excellent opportunity for the JAA to disseminate information. We will cooperate to ensure the success of the event," he said.

Following this, Executive Director Shinji Suzuki explained the operational guidelines comprising four key areas: "Strengthening collaboration through enhanced dialogue with stakeholders," "Identifying challenges and pursuing solutions in digital advertising," "Enhancing a global perspective," and "Fostering talent and sharing expertise."

Following Chairman Ito's address, Takayuki Nakui (Creative Director, Ajinomoto Advertising Department and Global Communications Department), who leads the Work Style Improvement Project, announced the "Advertiser Action Guidelines for Improving Work Styles. "

Vice Chairman Tsuchihashi (Director, Toyota Marketing Japan) and other committee chairs reported on new initiatives, research, human resource development, awards, and public relations activities before adjourning the meeting.