Marketing

Bringing Together Multiple Media Channels into a Single “Traffic-Generating Engine”: What Is BMW’s Cross-Media Strategy?

Here’s an introduction to the latest media planning initiative by Dentsu Inc. and BMW, implemented in 2025. We spoke with Ayaka Tomozumi of BMW Japan and Hitoshi Sakata of Dentsu Inc. about the background, details, and results of this campaign, which integrated multiple media channels and leveraged foot traffic data to function as a single “customer acquisition engine.”

Sayaka Tomozumi, Hitoshi Sakata

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Exploring the potential of Japanese animation from the heart of India.

In India, a market attracting global attention, we spoke with Akifumi Miyahara of dentsu X India—one of the key organizers of the Japanese anime event “Mela! Mela! Anime Japan!!”—about the potential of Japanese content IP and key points for Japanese companies expanding into India.

Akifumi Miyahara

Hints for Japanese Clients Entering New Overseas Markets [3/3]

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Harnessing AI: A New Era in Marketing

This article is based on content originally published in “Design Mind,” a design journal operated by frog, and is presented under the supervision of Noriaki Okada of Dentsu Inc.’s Business Transformation Creative Center. In this article, we explore how AI is transforming the content supply chain (*1) and how it is changing the way marketers...

frog

The Present and Future of Design and Innovation by frog [49/49]

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[Call for Participants] Dentsu Macromill Insight, Inc. × i-Style Co-hosted Webinar: “In the Age of AI and Reviews: How Are Brands and Cosmetics Chosen? — Decoding the Latest Purchasing Behaviors from Consumer Data by Generation: Gen Z, Millennials, and Older Adults —” to be held on June 24 and 25

Dentsu Macromill Insight, Inc. and iStyle are currently accepting registrations for a webinar they are co-hosting on Wednesday, June 24, and Thursday, June 25, titled “In the Age of AI and Reviews: How Are Branded Cosmetics Chosen? — Decoding the Latest Purchasing Behaviors from Consumer Data by Generation: Gen Z, Millennials, and Older Adults.”

Online (その他のオンラインツール)
[2026/06/23]

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Can AI go beyond optimization? — The key lies in the “network of people”

We held “dentsu AI Meet-up,” an internal event that brought together AI experts from across the Dentsu Group in Tokyo. Approximately 50 AI professionals from various fields—including media, creative, and BX (Business Transformation)—from 15 countries and regions, including Japan, participated. They exchanged views on their respective initiatives, challenges, and business opportunities.

Yuji Nagao

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“Good for the environment” isn’t enough to drive action—The reality of consumer behavior and new corporate strategies

Here is an overview of the session titled “Sustainable Marketing in the Digital Age: Data Utilization and Communication to ‘Move’ Consumers” from the “10th Sustainable Brands International Conference 2026 Tokyo Marunouchi.”

Saori Kanno, Naoko Takatsu, Sonoko Tokai, Rie Takeshima, Nahoko Kikuchi

【Global】Accelerating Sustainability & Circular Economy [34/34]

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Dentsu Group Announces “AI for Growth 3.0”—AI-Driven Marketing Transformation Enters the “Implementation” Phase

On May 25, 2026, Dentsu Japan (the domestic Dentsu Group) announced “AI for Growth 3.0.” This marks the transition to a phase where the Group will fully “implement” a suite of specialized AI products—incorporating the practical knowledge it has cultivated—into corporate marketing activities.At the launch event held at Dentsu Inc. Hall in Shiodome, Tokyo, the company unveiled the new marketing framework “PSDCA” and the “AI for Growth Suite,” a series of specialized AI products designed to realize it. The full scope of the company’s AI strategy—evolving from the conceptual stage to concrete implementation—was revealed.

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Trend Words for June 2026

New trends are emerging in consumer purchasing behavior and desires, such as “Agentic Commerce,” where AI acts as a shopping agent, and “Guilty Consumption,” where people deliberately indulge in high-calorie, high-sugar foods. We are living in an era where, while the pursuit of convenience and efficiency accelerates, attention is also turning to consumption aimed at satisfying emotions and moods. Changes are spreading that cannot be fully captured by traditional simple dichotomies such as “saving vs. spending” or “rationality vs. emotion.”Here are five trend terms you’ll want to know right now.

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[Call for Participants] Do! Solutions Webinar: “The Rules of ‘Fan-Generating Scenarios’ Unraveled Through ‘Impressive Drama’” – June 25

Do! Solutions, a problem-solving marketing information site operated by Dentsu Inc., is recruiting participants for a webinar titled “Why Do Those Brands Have Such Passionate Fans? Unraveling the Rules of ‘Fan-Generating Scenarios’ Through ‘Impressive Drama,’” to be held on Thursday, June 25.

Online (Zoom)
[2026/06/22]

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Heisei-era nostalgia is just too much! Behind-the-scenes stories of “Ikenai Taiyo: Reiwa Ver.”

How can the creative team at Dentsu Inc. contribute to the ever-evolving field of CX (Customer Experience)? “Monthly CX” is a series of articles written by members of Dentsu Inc.’s dedicated CX division, the “CXCC” (Customer Experience Creative Center)...

Yuuta Sawada, Genki Akiyama, Kano Komori, Rie Saito, Monthly CX Editorial Department

Monthly CX [38/38]

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In the AI era, how do we address a vague sense of crisis? CRM is the starting point for corporate transformation!

(From left) Tsuyoshi Miyashita, Dentsu Consulting Inc.; Masanobu Yoshihira, DENTSU SOKEN INC.; Naotaka Sugio, Dentsu Digital Inc.; and Takeshi Ono, Dentsu Inc. In today’s world, where digitalization—including AI—is advancing at an ever-increasing pace, is it sufficient to maintain business and organizational structures as they have been? Dentsu Inc., Dentsu Digital Inc., Dentsu Consulting Inc., Dentsu...

Tsuyoshi Miyashita, Masanobu Yoshikai, Naotaka Sugio, Takeshi Ono

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms [13/13]

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The Future of Persona Marketing — New Possibilities Brought by dentsu persona hub

At Advertising Week Asia 2025 (held over three days from Tuesday, December 2 to Thursday, December 4, 2025, in Tokyo), Ogury and Dentsu Inc. co-presented. As one of their solutions, they held discussions on the theme of “Persona Marketing” and explored how personas are transforming marketing through three sessions.

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Exploring the "Viewing Journey" of That Drama! ~Fuji TV Drama "Gentle Waves, A Perfect Day for a Couple"~

We analyzed data from the social media analytics tool “Buzz Vooon!” and program survey data for the series “Gentle Waves, A Perfect Day for Couples.” We observed that the number of posts increased with each episode, confirming that viewers were rewatching episodes and that interest in the original work and the theme song was growing. This drama became a hot topic primarily on social media, and we will explain exactly who was watching it and how.

Yoshiko Shiraiwa

TV Content Social Value Project [1/2]

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Co-creation among CEOs, VCs, and support partners to accelerate startup business growth

“STARTUP GROWTH TALK” is a series in which Dentsu Inc. members who support startup growth join entrepreneurs, business leaders, and investors to explore the realities of business growth. In this installment, we speak with Hiroshi Ichikawa, CEO of Facilo—a company tackling digital transformation in the real estate brokerage sector—and Gro...

Ko Ichikawa, Emre Yuasa Hidekazu, Hiroyuki Hase

STARTUP GROWTH TALK [10/10]

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“Sporting Marketing” ~ Retail & Commerce Are Moving Toward “Marketing That Excites” (Part 2)

In Part 1, as representative U.S. sports retailers, we compared the business models and retail media strategies of two companies: “Dick’s,” which is offline-centric, and “Fanatics,” which is online-centric.In this article, I’d like to delve deeper, touching on a wide range of other keynotes and sessions from NRF 2026, to explore the retail paradigm shift in the post-COVID and AI era, the outlook for the next quarter-century, and derive new perspectives and viewpoints for retail marketing in Japan.

Hitoshi Kimura

NRF 2026: The Latest & Cutting-Edge Report on the Retail and Commerce Sectors [2/2]

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