JAA Chairman Saji stated at a press conference, "We are working to enhance advertising value."

The Japan Advertisers Association (JAA) held its 57th Annual General Meeting on February 26, deliberating and approving the 2013 fiscal year business and financial reports, the 2014 fiscal year business plan and budget proposal, and the appointment of officers. On the 27th, a press conference was held at the association's conference room in Chuo Ward, Tokyo, where the Chairman and the chairs of each committee explained the activity policies and plans for the 2014 fiscal year.

Chairman Saji delivering remarks

At the press conference, Chairman Nobutada Saji (Chairman and President of Suntory Holdings) began by stating, "Last year, following the JAA's three-year plan, we worked with the advertising industry to enhance advertising value and develop advertising activities. This included improving advertising effectiveness measurement metrics and responding to emergency TV commercials. Our membership has grown, and the foundation for the association's activities has strengthened. This year, we aim to deepen dialogue with the advertising industry and our member companies to invigorate advertising activities." Following this, each committee chair outlined their activity policies.

Toshihiro Kamikawauchi, Chairman of the Newspaper Committee (Director, Ad Media Center, Advertising & Sponsorship Group, Panasonic Brand Communication Headquarters), announced plans to further enhance the effectiveness measurement environment, conduct case studies and provide information for effectively utilizing newspaper advertising, research advertising in digital newspaper editions, and hold seminars co-hosted with the Japan Newspaper Publishers & Editors Association. Kenjiro Takahashi, Chairman of the Broadcasting Committee (Director and Head of Advertising Department, Ajinomoto Co., Inc.), expressed enthusiasm for advancing research on more efficient use of television media. He highlighted initiatives including study sessions on BS digital broadcasting and radio from new perspectives (such as the emergence of the elder demographic), sharing insights on television media usage, online submission of CM materials, and subtitled commercials. He also mentioned plans for study sessions among advertisers to share the appeal of radio and listener analysis.

Kazumasa Kubota, Chairman of the SP Advertising Committee (Managing Director, Head of Advertising & Design Division and Advertising Department, Suntory Business Expert), focused on transportation and outdoor advertising. He expressed the intention to concentrate efforts on centralizing transportation advertising data and establishing common metrics. Regarding outdoor advertising, he outlined plans including research and studies to improve data management, and holding study sessions on digital signage and projection mapping, which are expanding as advertising media.

Additionally, Kiyoshi Matsuda, Chairman of the Legal and Copyright Committee (General Manager, Advertising Department, Sales Management Division, Toshiba Corporation), highlighted research on the attribution of CM copyrights, awareness activities regarding advertising law compliance, and negotiations concerning royalties for musical works as key points. Additionally, Katsuhiko Yoshida, Chairman of the Consumer Committee (Managing Executive Officer and General Manager of Corporate Planning Department, Daiichi Sankyo Healthcare), reported that due to changes in the advertising communication environment, the "Advertising Awards for Consumers" program would be postponed in FY2014. A working group will be established within the committee to review the program.

Executive Director Tatsuo Fujikawa reported on the activities of the Magazine Committee and the Digital Media Committee. The Magazine Committee explained its efforts to enhance the efficiency of magazine advertising operations, including seminars inviting magazine editors-in-chief and advertising agency creators under the theme "Closing the Gap Between Magazines and Advertisers," research on effectiveness measurement methods, and online submission. The Digital Media Committee stated it would focus on researching advertising methods utilizing mobile technology and leveraging big data.

Finally, as a common policy for all committees, it was emphasized that, being the second year of the JAA Three-Year Plan (① Addressing Digital and Social Media ② Improving the Explanatory Power of Advertising Activities ③ Human Resource Development and Knowledge Sharing ④ Exercising Leadership), the JAA will focus on solving issues based on member feedback, sharing insights, and strengthening the foundation for its activities.