Media/Contents

A New Saga Landmark Born from Love for the Region! The Story Behind the Creation of the “Kingdom Reading Embankment”

“Ignite Your Love for the Region” is a series that explores the ambitious initiatives and underlying motivations of the “people” who love their communities, bring out their charm, and revitalize them. The first installment focuses on the collaboration project between “Kingdom” (published by Shueisha)—which has been generating significant buzz in the media and on social media—and Saga Prefecture: “Kingdom × (Running) Saga Prefecture ~Don’t Let Saga’s Fire Go Out!~”(January–September 2026), which has generated significant buzz in the media and on social media. We spoke with Masataka Ikeda of “Saga Surprise!” in the Public Relations and Public Affairs Division of Saga Prefecture’s Policy Department, as well as Creative Planners Daiki Yamada and Takafumi Nakahara from Dentsu Kyushu Inc.

Masataka Ikeda, Daiki Yamada , Takafumi Nakahara

Ignite a passion for your community [1/1]

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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.”

Ayaka 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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Why were young people in the Reiwa era so captivated by a romance drama set in the Showa era? —An analysis of Fuji TV’s “Nami Urarakani, Meoto Biyori”

Why did young people in the Reiwa era find a romance drama set in the Showa era so heart-fluttering? As we saw in Part 1, “Nami Urarakani, Meoto Biyori” continued to be rewatched even after the finale, with viewers repeatedly savoring the “heart-fluttering” moments from its iconic scenes—and the discussion even expanded to include ideals of marriage.The DENTSU DESIRE DESIGN FUKAYOMI team, which analyzes current consumer desires through media, explores the views on romance and values in the Reiwa era revealed by this drama.

Yuri Ishikawa

TV Content Social Value Project [2/2]

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DAZN’s first FIFA World Cup broadcast. Aiming for a new viewing experience through technology

DAZN Japan Investment, which operates the sports-focused subscription video-on-demand service "DAZN," held a media briefing in Tokyo on Monday, April 20. The company announced its strategy for its first-ever broadcast of the 2026 FIFA World Cup (hereinafter referred to as the FIFA World Cup). This will mark DAZN’s first broadcast of the FIFA World Cup, and all Japan national team matches will be streamed for free.Note that Japan’s matches will also be broadcast on terrestrial TV (NHK, Nippon TV network, and Fuji TV network).

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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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“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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“Sporting Marketing” — Retail & Commerce Are Moving Toward “Marketing That Excites” (Part 1)

The first event of 2026 was “NRF 2026: Retail’s Big Show,” held in New York City. Noriaki Kimura, who supports BX and DX initiatives for the retail industry at Dentsu Inc., will present his third annual report, divided into two parts: Part 1 and Part 2.

Hitoshi Kimura

NRF 2026: The Latest & Cutting-Edge Report on the Retail and Commerce Sectors [1/2]

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Trend Words for May 2026

While the evolution of AI and technology has led to increasingly sophisticated services and outputs that operate without human intervention, there is also growing interest in collaborative living arrangements like “co-living” and family dynamics such as “pet humanization.” Precisely because we live in an era driven by efficiency and rationality, we are seeking warmth and human connection—a clear counter-trend is emerging. Why not take a closer look at the underlying shifts in consumers’ values through these trending terms?

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[Call for Participants] Dentsu Inc. Media Innovation Lab × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "The Role of Media Goes Beyond 'Information' — The Expansion and Evolution of Value Through Four Roles" May 20–26

Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc. are recruiting participants for the webinar “The Role of Media Goes Beyond ‘Information’—The Expansion and Evolution of Value Through Four Roles,” which they will co-host from Wednesday, May 20, to Tuesday, May 26. *This is a rebroadcast of the webinar held on December 17, 2025.

Online (その他のオンラインツール)
[2026/05/26]

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How can we encourage people to take DEI personally? A new approach using short dramas and tips for turning empathy into organizational strength

Leveraging its strength in creativity, SEPTENI CO.,LTD produced a short drama centered on the theme of “unconscious bias” (unconscious assumptions and prejudices). We took on the challenge of reaching employees’ hearts through empathy.

Tsutomu Ando, Haruko Tanaka, Reina Aigaki

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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 [6/6]

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CEO Interview Report: Susumu Fujita × Suguru Sano — ABEMA’s Past and Future

The event “ABEMA 10th Anniversary: Dentsu ABEMA DAY—ABEMA’s Past and Future,” commemorating the 10th anniversary of “ABEMA,” the television of the future, was held on March 2, 2026.In a special panel discussion held during the event, Shin Fujita, President and CEO of AbemaTV, and Suguru Sano, CEO of Dentsu Japan and Representative Director and President & CEO of Dentsu Inc. (at the time), took the stage.

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The 61st Hideo Yoshida Memorial Award: The “OOH New Common Metrics Development Project” Receives the Group Award

On Tuesday, March 24, the Japan Advertising Association (JAAA) announced the winners of the 61st Hideo Yoshida Memorial Award, with the “OOH New Common Metrics Development Project” receiving the Group Award.

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Exploring the Potential of Media from the Perspectives of “Region” and “People” — Series: The Exploration of “People”

*Published December 10, 2025. Reprinted from DHBR Online Advertisement. Summary: As regional media are called upon to redefine their raison d’être, they must deeply reflect on how to “balance public service and profitability.” In this discussion, regional media explore problem-solving-oriented production...

Keiko Murakami, Hisaya Suga

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