Marketing

Retail investors “don’t look at things based on numbers alone.” So, how should we approach them?

Now that the general public is becoming a key stakeholder in IR activities, how should companies engage with individual investors? With the new NISA system gaining traction, investing has become more accessible to the average person. The total number of individual shareholders in Japan has now exceeded 80 million...

Yasumi Minato, Yu Maeda

IR × Branding in the Age of Individual Investors [2/2]

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“Opening a sake brewery that has been closed for 200 years to the community.” What is this unprecedented, integrated brand experience design?

Our guest is Satoshi Hamamoto, a spatial producer at Dentsu Live Inc. He will present a case study of the “&KASEN Project,” which opens the 200-year-old “Tamura Sake Brewery” in Fussa City, Tokyo, to the public. Dentsu Live Inc. proposed and built an integrated brand experience spanning all touchpoints—including facility development, the launch of food and beverage operations, merchandise development, the commercialization of guided tours, and PR strategies.

Satoshi Hamamoto

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [5/5]

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What Exactly Is the Affluent Class? “The Current Values and Mindset of the Affluent”—What We Uncovered Through Face-to-Face Meetings

<TABLE of Contents> ▼Introduction ▼We Met with Approximately 320 “High-Net-Worth Individuals” ▼A Brief Glimpse into the Values of “High-Net-Worth Individuals” ▼Summary of the Values We Examined This Time ▼Conclusion Introduction: The “Dentsu Inc. High-Net-Worth Marketing Project” provides insights and solutions to clients who wish to engage with high-net-worth individuals...

Junko Maeda, Takashi Nishiyama, Mae Shandong, Akari Sawamoto, Dentsu Inc. High-Net-Worth Marketing Project

Can “the values and mindset of the wealthy” offer hints for new business opportunities!? [1/1]

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Reaching 2 million people through a collaboration between Dentsu Inc. and Rakuten. What is the “SOS Challenge,” which supports biodiversity through everyday “shopping”?

Can companies that adopt living creatures as their symbols create a significant social impact—one that no single company could achieve alone—by “flocking” together like animals? In May 2025, dentsu Japan (part of the Dentsu Group in Japan), together with the Rakuten Group—which shared this vision—launched the donation-based shopping campaign “SAVE OUR SYMBOLS CHALLENGE supported by Rakuten” on “Rakuten Ichiba.”

Shunsuke Hata, Kawabata Mai, Satomi Kinoshita

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Trending Terms for September 2026

“Aquaponics,” which explores new approaches to food production; “Active Bystander,” which encourages people to take action to support others; and “Agentic Defense,” which symbolizes an era where AI protects AI. September’s trending terms reflect the changes surrounding us—from responses to environmental issues to the nature of the workplace and society, and the evolution of technology. We’ll be focusing on new initiatives aimed at creating a sustainable and secure society.

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From “Reaching” to “Being Chosen”: What Is Media Strategy in the AI Era?

We are moving toward a world where AI learns from and organizes countless pieces of information and content from around the globe, providing each individual with the optimal answer.Consumers no longer need to actively seek out information themselves. Information disseminated by companies is first vetted by the consumer’s “AI agent”—a gatekeeper—which determines whether it reaches the consumer’s eyes. The premise of “how to deliver it” is crumbling. Now, the question “Is this a brand that will be chosen by AI?” is becoming the starting point for planning.

Isao Asada

Information Media White Paper ~ The Forefront of Planning 2026: “Connection Planning in the AI Era” ~ [1/1]

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[Call for Participants] Do! Solutions Webinar: “Decarbonizing the Marketing Process: The Future Standard,” to be held on September 9

Do! Solutions, a problem-solving marketing information site operated by Dentsu Inc., is accepting registrations for a webinar to be held on Wednesday, September 9, titled “Advertising, Events, and Promotions: How Do These Initiatives Affect Brand Value? Decarbonizing the Marketing Process: The Future Standard.”

Online (Zoom)
[2026/09/06]

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[Call for Participants] Do! Solutions Webinar: “The Latest Business Agenda as Seen Through Cannes Lions 2026” – August 27

Do! Solutions, a problem-solving marketing information site operated by Dentsu Inc., is accepting registrations for a webinar titled “Why Are CMOs from Around the World Gathering at Cannes Lions Right Now? Decoding the Latest Business Agenda from Cannes Lions 2026,” to be held on Thursday, August 27.

Online (Zoom)
[2026/08/24]

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From Measuring Attention to Creating Impact

Attention is evolving from a metric for measuring “opportunities for ads to be seen” into a practical metric for driving business results.We spoke with Mike Forrett, CEO of Lumen Research—a global leader in attention research—along with Joshua Grant and Steven Ryo of Dentsu Japan International Brands Inc. (hereinafter DJIB), who are also conducting attention research, to discuss the current state of attention utilization, expectations for the Japanese market, and future prospects.

Joshua Grant, Mike Follett, Stephen Leung

The Challenge of Attention Planning [2/2]

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How does co-creation with people with disabilities transform corporate research and value creation?

Tsukuba University of Technology and Dentsu Inc., in collaboration with Asahi Kasei Homes LONGLIFE Research Institute, conducted a workshop. We explore what co-creation with stakeholders can change within companies and what is needed for the future of living, where people from diverse backgrounds coexist.

Shinichiro Kawai, Maiko Umemoto, Kento Yamada

How should companies approach the "implementation" of inclusion? [2/2]

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Trending Terms for August 2026

“Context Cartography,” which maps the context that AI tends to overlook; “EUDR,” which visualizes the risk of deforestation beyond the supply chain; and “Friendflation,” which reveals the hidden costs of social interactions. What emerges is a trend of our times aimed at re-examining values, relationships, and risks that were previously ambiguous. Here, we introduce keywords that reflect changes in society, business, and technology.

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Spotted in Kushiro! How to Create a “Kuse-Vision” to Kickstart Regional Revitalization

In this series, three “eccentric” planners from Dentsu Inc.—who have been involved in numerous regional revitalization initiatives—propose a new approach centered on “Regional Quirks.” In this installment, we worked with community development leaders in Kushiro, Hokkaido, to outline the city’s “Quirk Vision.”

Toshiaki Morio, Miyazaki Nobu, Takuya Kagata

Local "quirks" hold the key! How to build sustainable regional economies [7/7]

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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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What Are People Aged 45 and Older Watching on YouTube? Three Rules for Driving Purchases

YouTube is seeing dramatic growth in viewership among middle-aged and older adults. What is needed to boost the purchasing motivation of the middle-aged and senior demographic (ages 45 and older)? We’ll explain strategies for reaching this demographic, based on an analysis of 309 channels.

Aya Yamakawa, Tomoko Sano

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So Different Even Though It’s the Same Country!? A Comparison of Media Behavior Between Local and Urban Areas

The environment surrounding information media has changed significantly over the past decade. Driven by the widespread adoption of smartphones, the penetration of social media, the expansion of video media, and the emergence of generative AI, consumers’ information media behaviors continue to evolve at an unprecedented pace. At first glance, these changes appear to vary by region...

Sakakibara Rie, dentsu Media Innovation Lab

Information Media White Paper Special Report 2026: “The Current State of Evolving Information Trends” [3/3]

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