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"The 78th Dentsu Inc. Advertising Awards Exhibition" Opens at Ad Museum Tokyo on November 7

Ad Museum Tokyo (Shiodome, Tokyo) will host the special exhibition "The 78th Dentsu Inc. Advertising Awards Exhibition" from Friday, November 7 to Saturday, November 29. The 78th Dentsu Inc. Advertising Awards received 1,274 entries of advertising works implemented domestically between April 2024 and March 2025. Suntory Ho...

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In an era where nearly half have a "favorite," what perspectives are essential for advertising and marketing?

This series introduces content from the opening feature of the "Information Media White Paper 2025." This installment explains the findings and implications from a survey conducted by Dentsu Inc. in September 2024 regarding "favorite activities" and media usage. It explores the impact of having a "favorite" on media exposure, as well as its influence on overall consumption and well-being in daily life.

dentsu Media Innovation Lab, Hasegawa So

Information Media White Paper 2025: New Horizons in Communication Shaping the Future[2]

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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[3]

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Dentsu Inc. Enters "Measurement Partnership Agreement" with Spotify Japan; Begins Providing SONATA, Spotify's Advertising Effectiveness Measurement Solution

Dentsu Inc. has signed a 'Measurement Partnership Agreement' with Spotify Japan regarding the measurement and analysis of Spotify advertising, becoming the first global advertising agency to do so. Consequently, Dentsu Inc. and Dentsu Digital Inc. will collaborate with the audio streaming service used by over 696 million people worldwide...

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The purpose of corporate advertising has become clear. What does IR mean in the era of individual investors?

In an era where anyone can become a shareholder, how will IR evolve? How will the relationship between companies and consumers change? We asked Dentsu Inc.'s marketing consultant, Mifu Uenishi, who partners with companies on IR branding, and business producer Kojiro Shikagawa about the future of IR.

Kojiro Kagawa, Miharu Uenishi

IR × Branding in the Age of Individual Investors[1]

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Young people who "want to engage more but can't take that step." The current state of workplace communication where people pass each other by.

Dentsu Inc.'s Youth Research Department conducted its first large-scale survey in two years, focusing on high school students, university students, and young professionals in their first to third years of employment. Based on these results, we created "Youth Insight Knowledge 2025," which unravels the values of young people. This time, we introduce part of the knowledge born from the survey, "The True Feelings of Seniors and Juniors Passing Each Other By," while offering hints to update workplace communication.

Oshima Yoshika

Dentsu Inc. Wakamon: "Youth Knowledge: Everything You Need to Know"[4]

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"Advertising Production Process Management Handbook for Building Sustainable Partnerships [2025 Edition]" Published

On October 1, five organizations—the Japan Advertisers Association (JAA), Japan Advertising Agencies Association (JAAA), Japan Ad Content Production Association (JAC), Japan Advertising Production Association (OAC), and Interactive Communication Experts (I.C.E.)—published the "Advertising Production Process Management Handbook for Building Sustainable Partnerships [2025 Edition]."

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Trend Words for October 2025

Advances in technology have made our experiences with products and services increasingly diverse and complex. As experience design that aligns with users' situations and elicits spontaneous engagement becomes crucial, attention is growing toward new approaches like "bellows print"—a printing technology expanding advertising expression—and "gameful design" incorporating game elements. Considering UX and CX with these trend words in mind may lead to the development of new business and marketing methods.

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Why are TV commercials effective for mid-to-long-term business growth?

How should television be utilized for mid-to-long-term business growth strategies? Dentsu Inc. media planner Hiroshi Yamazaki will explain using real-world examples.

Hiroshi Yamazaki

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems[2]

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Will short dramas become established as a promotional method?

Many of you have probably found yourselves watching short dramas that pop up on your social media feeds, haven't you? Today, numerous companies have already begun incorporating short dramas into their product promotions. This article explores the further potential of short dramas and the keys to leveraging them effectively for promotion.

Yuichi Emura, Kazuma Murata, Taichi Murajo

Captivate Gen Z! The Secrets to Vertical Short Dramas: Video Ads for the Social Media Era[4]

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"Possibilism" ~ The New Possibilities for Retail and Commerce in the AI Era Emerge Not from the US, but from APAC (Part 2)

We will also provide a concise overview of the retail and commerce environments in Taiwan, Singapore, and Malaysia—three countries visited since last November—while introducing insights from our store visits.

Hitoshi Kimura

NRF2025: The Paradigm Shift in Retail and Commerce for the Post-COVID Era[3]

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How did the American educational app "Duolingo" enter and succeed in the Japanese market?

Duolingo, an app born in the US. Starting from a state of near-zero awareness in Japan, it became the most downloaded educational app through a meticulous media strategy and creative power unique to Japan. We look back on this journey with Sho Mizutani, Head of the Japanese Market.

Sho Mizutani, Taichi Arakawa, 奥野 圭亮

Taking on the Japanese Market! What's the Success Formula for Foreign Companies?[1]

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Can generative AI expand human qualities and connect the world?

Hitachi, Ltd., Dentsu Inc., and Dentsu Digital Inc. have announced "AI for EVERY" as an initiative to solve social issues using generative AI. In this roundtable discussion, the three companies share their perspectives on the potential and future vision of generative AI.

Kazuhito Ochi, Kishimoto Kazuya, Yuta Takahashi, Ochi, Hiroyuki, Takuya Akashi

Hitachi, Ltd. × Dentsu Inc. × Dentsu Digital Inc.: Tackling Social Issues with Generative AI![3]

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NTT Docomo's Short Drama Case Study: Boosting Awareness of Gen Z Initiatives

NTT Docomo's successful case study utilizing short dramas serves as an exemplary model for Gen Z-targeted initiatives and brand lift, setting a benchmark for future content marketing. In this article, Taisei Oguchi from SEPTENI CO.,LTD and Kazuma Murata from GOKKO analyze this case from the perspective of Gen Z marketing strategy.

Yasusa Oguchi, Kazuma Murata

Captivate Gen Z! The Secrets to Vertical Short Dramas: Video Ads for the Social Media Era[3]

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Rokt × Rakuten × Mercari: Why "Digital" Retail Media Now?

A panel discussion on the current state and potential of digital retail media was held, featuring Rakuten Group's Shunsuke Hata, Mercari's Daiei Akaboshi, and Rokt's Ken Mishima as panelists, with Dentsu Digital Inc.'s Kenji Chiba serving as moderator.

Shunsuke Hata, Akahoshi Dai, Ken Mishima, Kenji Chiba

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