Netflix brings stories that captivate everyone. Imagine if the same attention those stories command could turn toward your brand. Netflix Ads connects brands with the power of entertainment—transforming genuine audience attention into meaningful impact. Together, our stories and your brand create new value that can only be born from collaboration. This is where a new kind of advertising begins—one that harnesses the magic of storytelling and engagement. Experience the irresistible allure of Netflix Ads for yourself.

In the rapidly expanding short-form video market, there is a growing interest and demand for utilizing short dramas in corporate marketing activities. This session will spotlight the initiatives of the “Short Drama Marketing Lab,” jointly established by Dentsu and Septeni, and explore the latest trends and strategic approaches to leveraging short dramas in marketing, supported by real-world case studies. Furthermore, we will introduce the lab’s comprehensive services — supporting everything from concept development and production optimized for specific target audiences, to distribution channel optimization, and quantitative visualization of viewer engagement and campaign effectiveness — all delivered through a one-stop framework.

The definition of affluence has evolved. Today’s wealthy consumers are more diverse than ever, with values and needs that are increasingly personalized and complex. This session focuses on active spenders — affluent individuals who engage with consumption as a conscious and expressive act. Through real-world examples, we will uncover what drives their choices, what they seek from brands, and what “value” truly means to them today. From the brand perspective, Ms. Shimizu of Pernod Ricard Japan — who has held key positions at global luxury brands and possesses deep insight into the mindset of VIP clients — will share her views on how brands build lasting desire among high-net-worth consumers. From the media perspective, Mr. Maenishi of Hearst Fujingaho, a company that has engaged with affluent readers for over 120 years and continuously updates its wealth audience data, will offer insights into how affluence itself is being redefined in modern media culture. Together, they will discuss the new mindset and emerging desires of the affluent, exploring how “true value” is being reshaped from both the brand and media sides. The discussion will be moderated by Ayako Shirashige, Council Member of Advertising Week Asia.

The environment surrounding corporations and their marketing activities is changing at an unprecedented speed and depth. This shift is driven by the rise of Generative AI, alongside increasing demands for data governance and sustainability and so on. As traditional success formulas become less effective, companies are now required to fundamentally change—or rather, innovation—their marketing activities, creating new combinations from existing elements. In this session, we will explore how companies at the forefront are actually driving this transformation internally, examining both the theory and practice of modern marketing. Joined by industry top runners who foresee the future, we will move beyond chasing short-term trends. Instead, we will discuss the fundamental questions that will shape the next wave of change, focusing on the evolving relationship between brands and society, the collaboration between humans and AI, and new ways marketing can contribute to business growth.

A session on software testing and quality by the head of the Technology Group at Deloitte Tohmatsu Webrage. Focusing particularly on the key considerations and quality challenges faced by the advertising industry and production agencies during web development and campaign execution, our Technology Group Manager will share how we have addressed and should address these issues, drawing on past experience and case studies.

With the rise of generative AI, data analysis has become accessible to everyone. In this new era, competitive advantage depends not on whether you use AI, but how you use it. While the world is filled with quick tips and “prompt engineering tricks”, those surface-level skills alone are not enough to master AI or achieve consistent, reproducible results. The real questions we must ask are about the mindset of the individuals using AI, and the organizational structures that empowers them. What kind of mindset should next-generation leaders cultivate in their people? And what kind of organizations must they build? In this session, we will explore these fundamental questions with six leading marketers featured in the book “How to Drive Sales by Design”. Drawing on their practical experience, we will debate the ideal team structure for the AI era. This is a session to collectively define the guiding principles for next-generation management principles that will lead to actionable strategies you can implement tomorrow.

While widespread AI brings convenience and efficiency, what kind of society will the changes in expression and cognition bring? In this session, we will delve into the fundamental question of AI and creativity from multiple angles, unraveling the current state of AI technology and revealing its bright and dark sides. We will also touch on the significance of the human essence and physicality that AI lacks, and discuss how collaboration between humans and AI should work, as well as the nature of creativity in the new era. We will explore what "creativity" means in the age of AI and approaches that the next generation of professionals, creators, designers, marketers, and planners should take. This keynote session will also explain new proposals for the Hakuhodo DY Group's AI strategy.

As the utilization of AI makes headway in society, the Hakuhodo DY Group upholds the concept of “Human-Centered AI” to aim beyond efficiency for human-centric AI use and AI-powered augmentation of human creativity. In this session, we will talk about how to utilize AI to augment human capabilities and creativity, along with practical cases of designing social values to contribute to business through consultation with AI, as demonstrated by Creativity Engine Bloom, an integrated marketing platform developed by Hakuhodo for strategy planning, support for business development and solution of social issues, and Virtual Sei-katsu-sha, our service prototype to support sei-katsu-sha thinking with generative AI. Through these frontline cases, we will provide useful insights about the future of AI use and creativity for all kinds of businesspersons to lead corporate operations going forward, ranging from the management team to the members of the marketing, business development and R&D departments. We hope you will join us.

TikTok Shop officially launched in Japan on June 30, 2025. By September, its monthly GMV surpassed 2 billion yen, signaling rapid market growth and expanding business opportunities. In this special session, Ryu Kyogoku, the only individual creator in Japan generating around 100 million yen in monthly sales, joins Tomohiro Yamashita, strategic partner of the data analytics tool FastMoss, who has been providing in-depth sales data reports since the platform’s launch. Together, they will discuss winning strategies for brands and creators in Japan, as well as the potential for Japanese businesses to expand globally through TikTok. This session offers valuable insights for marketers, e-commerce professionals, and anyone interested in the evolving world of social commerce.

With the evolution of digital platforms, we are in an era where the outcomes of advertising initiatives can be quantified more than ever. Digital advertising makes it easy to present results using metrics such as click-through rate (CTR) and conversion rate (CVR), which is convenient for explaining performance. At the same time, this ease of quantification has unintentionally created a challenge: the perspectives of “branding” and “sales promotion,” which should be kept distinct, have become blurred, leading to their conflation. In this session, we will revisit the purpose and role of branding and show why it is indispensable for sustained business growth. We will then turn to MMM (Marketing Mix Modeling), which has recently attracted renewed attention, and share methods for measuring the medium- to long-term sales impact of advertising that traditional MMM has struggled to capture. Focusing on whether such effects should be made visible and how to connect them to brand investment, we will deepen the discussion on how brand advertising and MMM should be leveraged for the business.

The generation raised on "Manga" and "Anime" is now leading marketing across industries. As a result, more companies are leveraging Made in Japan IP content—now a global export industry with passionate fanbases. Today, IP content strongly influences fans’ purchasing behavior. Creators are finding fulfillment in channeling their love for their own IPs into successful marketing within the oshi-katsu (fan-support) culture. Pursuing suki (passion) creates a Win-Win-Win for clients, fans, and creators—sparking truly exciting creative work. As a leading platform, ADVERTISING WEEK ASIA will host vibrant discussions on the power of IP content as a marketing strategy that inspires audiences worldwide.

This session brought together TV program producers, creative directors, and marketers, all equally passionate about radio, despite their differing backgrounds. What is the appeal of radio? We'll discuss it not from the perspective of a radio station, but from the perspective of an outsider. In addition to exploring the potential of radio as content, we'll also delve into the potential of digital audio media, which is still awaiting development in Japan, and the importance of audio advertising.

In today’s world of information overload and growing “ad fatigue,” audiences are constantly bombarded with stimulation. So how can brands share their message in a way that feels both natural and effective? In this session, GumGum teams up with Brain Sleep—the brand behind the “pillow that lets your brain sleep”—and FASTch, a free streaming TV service, to explore how brands can create comfortable yet impactful communication in the age of constant distraction. Through a recent campaign where Brain Sleep leveraged GumGum’s new CTV format, In-Video Ads, on FASTch, we’ll dive into how contextual, mindset-driven advertising can capture attention without disrupting the viewing experience. By naturally blending creative elements into program scenes, In-Video Ads offer a new kind of CTV experience that keeps audiences engaged while leaving a lasting brand impression. We’ll also take a closer look at Brain Sleep’s marketing strategy and brand philosophy, along with FASTch’s perspective on the evolving CTV landscape and its potential for advertisers.

As digital advertising metrics and technology continue to evolve, the distance between advertisers and media platforms has quietly grown wider. Have we lost sight of the true goal — delivering meaningful and comfortable information to people in their daily lives? In this session, TimeTree, the shared calendar app that connects people's everyday moments, will showcase how collaboration with KDDI and Dentsu has led to new forms of advertising expression. Through examples such as KDDI's "Loved by People" campaign and Dentsu's pursuit of the "Key Understanding," we explore what true co-creation means when advertisers, agencies, and media speak the same language. Finally, we look beyond traditional KPIs — introducing perspectives like "Future Behavior Lift" — to envision the next chapter of marketing born from collaboration between advertisers, agencies, and media.

The Crisis of Division: Can Humor Bridge the Gap in Marketing? In a society grappling with increasing polarization, what marketing strategies should companies adopt? At the 2025 Cannes Lions International Festival of Creativity, numerous works that used humor and laughter to attempt consensus building in a divided society were recognized. A Producer from TV Tokyo, who has created entertainment content tackling social issues, and a Creative Director, who has handled numerous integrated PR and advertising campaigns, will explore how to create content that captures people's hearts and cultivate a sense of humor. They will do this by introducing the latest global case studies that successfully leveraged these elements.

In recent years, the importance of sound in corporate marketing has been on the rise. "Short-form videos," which inherently rely on sound, have become a crucial channel in marketing activities, and "podcasts," the prime example of internet radio, are also beginning to gain traction domestically. In 2025, the Japan Interactive Advertising Association (JIAA), the domestic industry body for internet advertising, published Recommended Guidelines for "Digital Audio Advertising," defining audio advertising as one of the noteworthy new formats within digital advertising in Japan. This session will focus on the effects, roles, and value of "audio" in an era of major media transformation brought about by the advent of Generative AI. Amid the surging wave of efficiency and personalization driven by AI, we will redefine the irreplaceable roles of the human "voice" and "music," such as their capacity for intimacy, emotion, and loyalty.

With the advent of the AI ​​era, consumers are finding it easier to gather information, but at the same time, they are also concerned about the decline in information reliability and bias. Publishers are also facing a crisis where AI, known as "zero-click search," displays summaries of web information, preventing users from visiting the original media site. This program will focus on the reliability of news media, considering the impact that issues such as information pollution and scraping have on media credibility, and discussing countermeasures. What should primary media guidelines be? Can a new ecosystem be built with AI companies? We will explore these issues using the latest case studies.

With the domestic market reaching maturity and the Yen's weakness providing a tailwind, challenging global markets is now an essential management strategy for the sustained growth of Japanese companies. However, establishing a brand and achieving business success overseas is no easy feat, with numerous challenges to overcome, including linguistic, cultural, and business practice barriers. In this session, we welcome top Japanese leaders from various industries who are boldly taking on the world and achieving remarkable results. They will share practical insights on how Japanese companies can succeed globally, including brand strategies for the global market, and localization efforts to capture cultural nuances and insights in different countries. This session will be enriched with real-life experiences from behind the scenes of Japanese companies' international ventures.