All Japan Advertising Federation Conference Held in Toyama Theme: "Passing Advertising Wealth to the Next Generation"

The All Japan Advertising Federation (AJAF) held the 67th "All Japan Advertising Federation Toyama Convention" (hosted by the organizing committee and AJAF) at Toyama City Arts and Culture Hall (Overd Hall) on May 16. This marked the first time in 30 years the event was held in Toyama City, with the theme "Passing Advertising Wealth to the Next Generation: From the Land of 'Prior Use, Later Profit'." Advertising professionals gathered from across the nation for the presentation of the Zen-Kyoren Saburosuke Suzuki Grand Prize and the Zen-Kyoren Japan Advertising Awards, along with panel discussions.

At the ceremony, Mr. Norimi Tadada (President, Hokuriku Shimbun), serving as the Executive Committee Chairman, declared the opening. Following this, Mr. Shigeo Takagi (Chairman, Toyama Prefecture Federation of Chambers of Commerce and Industry), the Conference Chairman, addressed the gathering: "Advertising has played a vital role whenever various events or changes in social conditions occurred. I hope we can share a common awareness of what the Reiwa era will bring as we look back on the Heisei era."

Akira Ohira, Chairman of the Japan Advertising Federation, stated: "Toyama's medicine peddling, which began in the mid-Edo period, not only invented the innovative 'use first, profit later' business model but also became a vital medium in regions with limited information. Furthermore, promotional methods and freebies served as valuable entertainment in regions with few other forms of amusement. Here in Toyama, the birthplace of media and marketing, I want to discuss the future of advertising and consider the necessary actions together with everyone." Guests Governor Ryuichi Ishii of Toyama Prefecture and Mayor Masashi Mori of Toyama City then delivered congratulatory addresses.

Chairman Ohira

Next, the awards for the 13th Zen-Kyoren Saburosuke Suzuki "Regional Campaign Grand Prize" and "Regional Creative Grand Prize" were presented. The Regional Campaign Grand Prize was awarded to "Meiji 150th Anniversary: Carrying On the Toyama Spirit" (Hokuriku Shimbun / Toyama Advertising Association). The Grand Prize for the Regional Creative Awards went to the TV commercial "The Nanto Family Clan" (Nanto Bank / Osaka Advertising Association). The Excellence Award was awarded to the TV commercial "Tomorrow, Brightly, Warmly." (Nippon Gas / Kagoshima Advertising Association).

Suzuki Saburosuke Grand Prize Winners

The panel discussion featured Panasonic Executive Officer Satoshi Takeyasu, Nippon Television Network Executive Officer Shoji Koyama, Twitter Japan Representative Director Yutaka Sasamoto, and Dentsu Inc. Creative Director Yusuke Sato. Risa Tanaka, President of the Graduate School of Business and Administration and Director of the Advertising Council, served as moderator. They exchanged views on "Challenges Facing Advertising and the Future of Advertising: For the Advertising Industry to be 'Sustainable'".

A scene from the panel discussion

The afternoon session featured the presentation of the 7th "Zenkyoren Japan Advertising Awards," an annual honor recognizing individuals who have contributed to the advancement and development of the advertising industry. The "Matsushita Award," given to advertisers, was presented to Koji Karai (Chairman of Kyushu Railway Company). The "Masariki Award," for media companies and content producers, went to Akira Takada (Founder of Japanet Takata, President of V-Varen Nagasaki). The "Yoshida Award," selected from advertising-related companies, was awarded to Yuichi Toda (President of Hakuhodo DY Holdings, Chairman of Hakuhodo). The "Yamana Award," for creators, was awarded to Yoshinari Nishimura (Copywriter). Additionally, a "Special Award" was established this year, presented to Ms. Shizue Kishi (Vice President, Tokyo Keizai University).

All Japan Advertising Federation Japan Advertising Awards Winners

Following the ceremony, Shinosuke Tatekawa (Rakugo Storyteller), a native of the prefecture, performed rakugo as a commemorative show. Finally, the Fukushima Advertising Association introduced Fukushima City as the host location for next year's competition.

The baton handover from the Toyama Advertising Association to the Fukushima Advertising Association