Essential Advertising Techniques and Expressions: The Current State

The Cutting Edge of Marketing Strategies Utilizing Short Dramas: The Dentsu Group’s Initiatives

In the rapidly expanding short-form video market, interest and demand for utilizing short dramas in corporate marketing activities are on the rise. During a session at “Advertising Week Asia 2025” (held over three days from Tuesday, December 2, 2025, to Thursday, December 4, 2025, in Tokyo), the initiatives of the “Short Drama Marketing Lab”—jointly established by Dentsu Inc. and SEPTENI CO.,LTD—were introduced.

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Sekisui House’s new corporate commercial, “From Home to the Future,” is now available—depicting the home as a “starting point for stepping into the future.”

Sekisui House began airing its new corporate commercial, “From Home to the Future,” nationwide on Thursday, June 18. The commercial portrays the home as a “starting point for stepping into the future,” using a symbolic imagery of taking flight into the sky to express how a home serves as the foundation of life and supports each new step taken every day.

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[Call for Ideas] “DREAM JAPAN PROJECT 2026”: Creating the Future Together with Students and Companies

“DREAM JAPAN PROJECT 2026,” organized by Dentsu Inc. (SODEJIN), is calling for ideas from students nationwide to solve social issues that will lead to a happier future for themselves.Entries can be as short as 200 characters. The grand prize winner will receive 100,000 yen, and some outstanding entries will receive support to help bring their ideas to life. The submission period runs from Wednesday, July 1, until 5:00 PM on Monday, August 31.

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Taking on the challenge of “visualizing a cat’s feelings”

In this post, we introduce Neko Lab’s first R&D initiative: the “Visualizing Cats’ Emotions Project.” Written jointly by Nakamura, the communication planner who served as project leader, and Miyashita, the leader of Neko Lab Tokyo, this article looks back on the process of trial and error.

Megumi Nakamura, Ryōsuke Miyashita

Nekobako Newsletter

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[Call for Participants] Dentsu Kyushu Inc. FY2026 "Kyushu Idea School" Applications Now Being Accepted

Dentsu Kyushu Inc. is recruiting participants for the "Kyushu Idea School," which will be held over a total of 9 days between September and November. The deadline is Monday, July 6, at 10:00 PM.

Online (その他のオンラインツール)
[2026/07/06]

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Applications are now open for "Spotify Hits 2026," an advertising creative award hosted by Spotify

Spotify, the audio streaming service used by over 761 million people worldwide, began accepting entries for its advertising creative award, “Spotify Hits Japan 2026,” on Wednesday, May 13. The deadline for submissions is Friday, July 31.

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What does Dentsu Inc. envision as innovation in TV commercials?

Yasuki Boku from the MC Transformation Bureau discusses the current state of TV commercials and Dentsu Inc.’s vision for innovation in this medium.

Park Tae-hee

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

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Do Cats Help Create a Relaxed Atmosphere at Home? The Mysterious Relationship Between “Cats and Humans”

This is a series that showcases the latest cat-related projects and unique research and development that combine technology and creativity. To coincide with Cat Day, we spoke with Professor Saito of Sophia University about the relationship between cats and humans.

Saito Chiko, Atsushi Otaki

Nekobako Newsletter

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What is the integrated TV and digital planning strategy supporting Marugame Seimen's upward trajectory?

This series introduces emerging services within the increasingly sophisticated TV media landscape and showcases advertiser case studies utilizing these services. We explore how TV commercials can be effectively leveraged, considering advertisers' KPIs and challenges. This installment features Toridoll...

Sōju Eda, Shunsuke Yoshioka, Yasuaki Yamashita

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

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[Participants Wanted] Do! Solutions Webinar: "How Do Insights That Move People 'Grow'?" February 19

Do! Solutions, an information portal operated by Dentsu Inc. to solve business challenges, is recruiting participants for its webinar "The 'Patterns' of Thinking Required in the AI Era: How Do Insights That Move People 'Grow'?" to be held on Thursday, February 19.

Online (Zoom)
[2026/02/16]

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What is the effective TV commercial planning that has brought results for Coca-Cola Japan?

How should TV commercials be utilized based on advertisers' KPIs and challenges? This time, we introduce the case of Coca-Cola Japan, which achieved results by challenging the initiative of "predicting reach and purchasing additional commercial slots at the last minute with Sgree, a service that enables online trading of advertising slots."

Tetsuya Ikeda, Yusuke Takei, Yuta Takigawa

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

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"Go West Chapter II" ~ Now, to NRF EUROPE! (UK Edition)　

This article covers NRF EUROPE 2025, held for the first time in Paris. Following the first part focusing on France, the latter half will cover UK stores and the world's largest social design event: London Design Festival 2025 (hereafter LDF). We hope you gain some insight into the current state of European retail and commerce.

Hitoshi Kimura

NRF2025: The Paradigm Shift in Retail and Commerce for the Post-COVID Era

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How much does TikTok advertising contribute to in-store purchases?

From left: Keita Koyama (Dentsu Digital Inc.), Shotaro Iizaki (Dentsu Inc.), Daisuke Akiba (TikTok for Business Japan) Since launching its service in Japan in 2017, the short-form video platform TikTok has gained support from a wide range of generations, particularly among younger audiences...

Daisuke Akiba, Keita Koyama, Shotaro Iizaki

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[Call for Participants] Dentsu Consulting Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "No More Hesitation: How to Find New Business Ideas ~ Let's Explore with a 'Map' and 'Compass' ~" Held November 27

Dentsu Consulting Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for their co-hosted webinar on Thursday, November 27: "No More Hesitation: How to Find New Business Ideas – Let's Explore with a 'Map' and 'Compass'". There are many factors hindering successful new business creation...

Online (その他のオンラインツール)
[2025/11/27]

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Is it true that "too much wasteful spending on non-targets" is happening? Rethinking the value of TV commercials.

Dentsu Inc. media planner Wataru Kuboya will explain how to leverage TV commercials considering "market fluidity," supported by data.

Kō Kuboya

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

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