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.

YouTube is a platform shaped by users and creators,offering brands a variety of marketing solutions. In this session titled “Co-Creation and Co-Resonance Marketing,”we will introduce how YouTube contributes to brand growth through various approaches, including Google's AI utilization and creator collaborations.

We have prepared a lunch networking opportunity exclusively for attendees of the Google Keynote session. At the venue, you will have the chance to interact and ask questions of Google's YouTube Ads Product Specialists. Additionally, all attendees will receive a YouTube-related novelty gift and the 'YouTube Impact Report' published by Google.

ADK serves as a partner accompanying Audio-Technica in addressing its management challenge: that product-centric manufacturing alone makes it difficult to chart the next phase of growth. In 2024, the company began challenging a new growth scenario, starting with the development of its high-end “HOTARU” product. ADK acted as a driver of transformation, supporting the design of new customers/markets and cross-departmental co-creation to overcome internal and external friction. Emerging from this process is the next theme: organizational transformation, extending beyond mere product value creation. This series of initiatives forms a crucial foundation for Audio-Technica's future growth strategy and serves as a case study demonstrating how advertising agency ADK extends its value proposition into business and organizational transformation. This session shares insights gained from the “HOTARU” project and the practical knowledge gained when an advertising agency took on the challenge of driving both business growth and organizational transformation for a client.

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.

Sustainability in Digital Marketing—A Topic Still Underexplored in Japan. In fact, it is closely linked to the transparency of advertising transactions. At a time when trust and corporate governance in digital marketing are under scrutiny, brands, agencies, and publishers must work in unison to drive the growth and advancement of the entire industry. What are the global trends? What actions should brands take? This session will offer fresh perspectives and practical insights you can put into action.

In the era of digitalization and multi-screens, where "advertisements getting skipped" has become the norm, "ad experiences that make people want to watch just like a TV program" are being reevaluated. In this session, based on MASTRUM's role in "visualizing viewability data," we will jointly explore what Mitsui Fudosan Co., Ltd. expects from OOH going forward, within the "viewing context" of the program-style media deployed by TRAIN TV. By integrating OOH/DOOH, digital, and SNS, we redefine brand touchpoints as viewing experiences—shifting from “seeing an ad” to “connecting with a brand through a program.”

With evolving viewing environments, enhancing creative quality is critical. This seminar will present a PDCA process to maximize creative performance. We will discuss with KOSÉ how to leverage new data points—"unconscious consumer attention" and "emotional reactions"—data that traditional surveys could not capture.

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.

In the B2B domain, alignment between marketing and sales is critical to driving business outcomes. This session shares practical insights from a global ABM (Account-Based Marketing) initiative launched in collaboration with one of our clients, highlighting proven approaches to marketing advertising that directly contribute to revenue growth through enhanced awareness. We will also explore the latest technological trends in B2B, including the rise of one-stop platform integration. By examining how ABM strategy and technology are reshaping the relationship between marketing and sales, we uncover the essential shifts redefining B2B growth models.

As the Connected TV (CTV) market rapidly expands, brands are redefining how they create meaningful experiences at the heart of the home — the living room. In this session, BMW, Dentsu Digital, and Teads will unpack the campaign story behind their recent collaboration, showcasing how CTV Homescreen activation combined with Attention-driven creative strategies elevated the brand experience. The discussion will cover: - The latest CTV market trends and insights from Teads, drawn from 3,500+ global campaigns - How BMW expressed its brand philosophy on the CTV Homescreen, creating a seamless, premium presence within the home viewing environment - The agency perspective — Dentsu Digital’s planning framework, creative strategy, and learnings from orchestrating a premium CTV experience And finally, a forward-looking exploration of how the fusion of CTV × Attention will redefine future brand communication This session will reveal how innovative use of CTV Homescreen and Attention Creative is ushering in a new era of brand experience — one that is immersive, measurable, and built for the modern viewer.

"Do Japanese companies truly need a CMO?" As the scope of marketing continues to expand, the value of leaders who oversee "only advertising and promotion" is being heavily scrutinized. Only "True CMOs"—those who can bridge the gap between management and operations and commit to business growth—will survive the future. This session features Katsunosuke Endo, Shinko Osada, and Junya Tanaka, Directors and Mentors from the Marketer Career Association (MCA). With expertise spanning from organizational design to brand communication, these three will move beyond textbook idealism to discuss career strategies based on the stark reality of the field. What mindset and skill set are essential to move beyond a nominal title and become a leader who drives business? This session offers a candid discussion on the marketer's "way of life" in an era of rapid change.

As products and services across industries become increasingly commoditized, the traditional growth model of individual companies is reaching its limits. Businesses are now shifting toward an era of co-creation, rebuilding value in collaboration with diverse partners. At the same time, as generative AI augments individual capabilities, the value of generalist talents—those who can “conduct the orchestra” across disciplines—is rising. This session explores how AI-driven “weakness compensation” and “creativity augmentation” are reshaping the nature of work. From the perspectives of two professionals whose careers bridge business and creativity, we will share practical insights into how to orchestrate diverse expertise, cultures, and even human–AI collaboration. It is not a discussion about efficiency—but about designing co-creation processes that drive true value creation.

In today's era of excessive efficiency in digital advertising, people are losing “unintended moments of wonder (serendipity)” and “social unity.” This session introduces a case study where LIVE BOARD, Dentsu, and TBS collaborated to create new value through sports content by co-creating TV and DOOH (Digital Out-of-Home) advertising. Using the “World Athletics Championships Tokyo 25” initiative as a case study, we explain how DOOH redesigned the “live excitement” generated by TV into a “public mood in the city.” We then explore the “publicness” and ‘serendipity’ co-created by TV and DOOH through new initiatives like “outdoor live program promotions” and “next-day delivery of daily highlights.”

The rise of influencers, the digitalization of consumer behavior, and the increasing demand for transparency are forcing a major shift in communication strategies that have long featured "Talents and Artists" as the main protagonists of advertising. The era where simply hiring a high-profile celebrity guaranteed success is over. The challenge now lies in how to effectively connect the core value of a brand with the personality of a talent within today's complex media landscape. What does "value creation" between a talent/artist and a brand look like, moving beyond the conventional mass-reach approach to talent usage? In this session, three experts—a leading authority on talent development and communication design who fosters artists popular among Generation Z, a top creative who has produced numerous viral campaigns, and a connector who bridges business and entertainment—will discuss strategies and practical knowledge for evolving talent advertising from "mere exposure" to "purpose-driven communication."

Here is the English translation: Based on an agreement among five industry organizations (*), which include advertisers, advertising agencies, and advertising production companies, we published the "Handbook for Advertising Production Process Management for Sustainable Partnerships [2025 Edition]" on October 1st of this year. We are entering an era where we must fundamentally rethink sustainable production processes to overcome a growing list of challenges. This handbook was created to help both clients and production partners enhance their creativity by achieving the following: Realizing a production environment that is easy to work in and free from harassment. Executing fair transactions based on all relevant laws and regulations. Giving consideration to the global environment. Adapting to the age of generative AI. We will now explain the key points of this handbook, which was formulated to serve as these new guidelines. (*) The five organizations: Japan Advertisers Association (JAA), Japan Advertising Agencies Association (JAAA), Japan AD. Contents Associatino (JAC), The Organization of Advertising Creation (OAC), and Interactive Communication Experts (I.C.E.)

Around the world, celebrities are launching their own brands and scaling them to hundreds of millions of dollars within just a few years. Behind this trend is a new business model in which converting even “just 1%” of their social media followers into customers is enough to sustain the business.　Hailey Bieber’s *Rhode* is a prime example. In only three years, the brand experienced explosive growth and was acquired by E.l.f. Beauty for approximately $1 billion. Based on revenue estimates, **about 4–5% of her followers converted into customers**, making it a unicorn-level success story.　In this session, we will examine the potential for global brands born from the co-creation between celebrities and Japan’s renowned quality, using the new success formula of “1% to thrive, 5% to become a unicorn.”

"Big goals require big organizations." Historically, corporate growth was synonymous with scaling up headcount and structure. For many, building a massive organization was the only ticket to compete for significant market challenges. However, technology is quietly but surely rendering this "common sense" obsolete. With the democratization of Generative AI and SaaS, individual productivity has skyrocketed. Today, we are witnessing the rise of "Guild" and "Network" models—where elite specialists assemble for specific projects and disperse upon completion. These agile structures are delivering results with unprecedented speed and quality, free from the weight of traditional fixed organizations. This session brings together a new generation of entrepreneurs who struck out on their own during the pivotal 2020s. Having experienced the inner workings of major players like FreakOut, Sunstar, and Anker Japan, they understand the logic of scaling. So, why have they chosen this lean approach now? As options diversify—Corporate, Boutique, Guild, or Freelance—we explore the new optimal relationship between the organization and the individual in the age of AI.

AWA 2025 Opening Gala is happening again this year! We will be offering light refreshments and drinks. Additionally, we are delighted to have DJ Rina, Japan’s first female DJ champion, who represented Japan at the World Competition in Poland in 2018 and advanced to the Grand Final, perform a special set. This event is open to anyone with a registered pass (excluding ONLINE passes)! You are free to come and go as you please.

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.

Consumers’ values, lifestyles, media consumption behavior, and purchasing behaviors are becoming increasingly diverse. At the same time, stricter regulations on privacy and accountability create shared challenges for data-driven marketing across industries. This session presents NTT DOCOMO’s initiatives to leverage its large-scale ID-based consumer data in marketing communications, and introduces “Single ID Marketing,” which supports strategy, execution, and performance measurement in an integrated manner. It also features collaborative case studies with Dentsu and examines advertisers’ perspectives, opportunities in the AI era, and the future of marketing through a presenter discussion.

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.

In today’s complex media landscape, where audience behaviors are increasingly fragmented across devices and platforms, marketers face a growing challenge: how to achieve consistent performance while respecting privacy and efficiency. At Advertising Week Asia 2025, Ogury and Dentsu will come together to explore a new frontier of Personified Advertising. Rather than relying on demographics or cookies, personas are built on shared intent and behaviors, offering a smarter, more human way to connect with audiences across channels. Through real-world examples, the session will highlight how personas are transforming campaign planning, creative design, and performance measurement — from Japan to the global stage.

Japan’s advertising landscape is undergoing a major transformation, driven by digitalization and increasingly diverse viewing behaviors. This session will explore the meaning of a “high-quality ad experience,” while discussing key themes such as brand safety, solutions for enhancing ad quality, and opportunities for cross-industry collaboration. Amid rapid market change, we will look ahead to the future of advertising—one that advertisers, platforms, and data partners can build together

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. From among the features of Creative Engine Bloom, in particular we will focus on Strategy Bloom Concept, or a process of concept development aided by AI with learnings from Insight-Driven Story, an experience-based concept development technique advocated by Takahiro Hosoda, CCO at TBWA HAKUHODO, as well as practical cases of Virtual Sei-katsu-sha, our service prototype combining a large-scale sei-katsu-sha survey database and generative AI technology. 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.

Today, we are facing the limitations of evaluating advertising purely through quantitative indicators. While short-term KPIs such as CTR and CPA continue to dominate decision-making, qualitative indicators—such as user experience and brand favorability—remain difficult to visualize and are often underestimated. In this session, speakers from platforms, ad-tech providers, and brands will present new perspectives on shifting from “measuring ads by numbers” to “understanding ads through experiences.” Moderated by Yukiko Yamaguchi from Panasonic Connect, leading stakeholders from StackAdapt, The Trade Desk, OpenX, and UNICORN will discuss the emergence of qualitative measurement enabled by advancements in data and algorithms, as well as how the Open Web can deliver more positive advertising experiences. From “chasing metrics” to “measuring experiences.” Through real-world examples, we will explore what true advertising value looks like—how it contributes to user relationships and long-term brand growth.

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.

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.

High quality content that can be accessed, generated and executed by anyone used to be a dream. Now however, this source of unlimited content is becoming not only accessible, but offered as a solution by most agency networks. However, these platforms have been built from the tech back, not with the creator or the quality of content in mind. IDYO's Johan Ostlund and Patrick Roos, share their expectations for the future and show how marketers, creators and agencies can best use tools, like their own, for the future.

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.

Join us for an inside look at Visa’s evolving marketing strategy. As cashless adoption accelerates, the payments market is growing fast, and competition is fierce. How does Visa stay ahead and remain the brand of choice? In this session, discover actionable strategies that drive results: advertising optimization with The Trade Desk, omnichannel campaigns powered by integrated data, and leveraging brand metrics for smarter decisions. Learn how Visa continues to win in a rapidly changing landscape.

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.

SeenThis is expanding the possibilities of video advertising on Amazon DSP.With its proprietary adaptive streaming technology, the platform delivers high-quality video within display placements without compromising page-load speed, enabling brands to communicate their worldviews seamlessly to high-intent shoppers and guide them smoothly toward purchase.In this session, Dentsu Innovation Initiative (DII)—which has been instrumental in introducing SeenThis to the Japanese market—will moderate a deep dive into the latest use cases of video advertising on Amazon DSP, including insights gained from proof-of-concept trials. We will explore how expanded reach has influenced consumer behavior and the measurable impact it has generated. The discussion will also highlight Dentsu’s expectations for this initiative in addressing client challenges and outline a future in which elevating brand value and driving conversions can realistically coexist as a unified marketing approach. As video advertising and e-commerce continue to converge, a new purchase experience is emerging. Let’s explore this new frontier in our session!

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 "audio" in corporate marketing has been rapidly increasing. Short-form videos, which are inherently designed to be consumed with sound, have become a vital channel in marketing activities, and "podcasts," the leading format of internet radio, are also showing signs of widespread adoption in Japan. In 2025, the Japan Interactive Advertising Association (JIAA) published recommended guidelines for "Digital Audio Advertising," which is currently being defined as one of the noteworthy new formats within the Japanese digital advertising landscape. This session will focus on the effect, role, and value of "audio" within the media industry, which is undergoing a massive transformation with the rise of AI. As the wave of AI-driven efficiency and personalization intensifies, we will consider the irreplaceable role that the human "voice" and "sound" play in fostering intimacy, emotion, and loyalty.

Asia’s startup ecosystem has evolved beyond the framework of a mere “growth market,” entering a new phase defined by innovation, collaboration, and diversity. This session explores the new era of startups through the combined perspectives of Southeast Asia and Japan, featuring insights from entrepreneurs and investors. By examining social challenges, cultural contexts, and connections to global markets, the discussion uncovers how startups in Asia have developed so far — and what it will take to drive the next wave of growth. From founders pushing boundaries across borders, to investors designing the future, and policymakers enabling transformation — this dialogue will reveal the true dynamics shaping Asia’s new startup era.

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 democratization of Generative AI and data science, companies are racing to adopt these technologies. But does simply acquiring the latest tools guarantee global competitiveness? This session welcomes Mr. Hasegawa, a witness to the digital evolution from its inception to the present, and Mr. Shibata, an entrepreneur leading a team of elite engineers on the global stage. Bridging 30 years of digital history with the frontlines of modern development, their dialogue reveals the "structural challenges" often overlooked by Japanese companies focused too heavily on tools and tactics. We explore the essential perspective marketers need in the AI era and the true conditions required to drive real results.

WARAI NI NEGAI WOO Solving Social Issues Through Entertainment

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.

A presentation will be held about the "Cairns Crocodiles Presented by Pinterest," a creative festival targeting the Asia-Pacific region, held annually every May in Cairns, Australia. It features world-class content, prominent speakers from the Asia-Pacific and global regions, masterclasses, mentoring, unique networking opportunities, and the energetic atmosphere of a festival. To commemorate the 10th anniversary of AWA, a campaign is currently underway where two attendees from AWA have the chance to win an luxurious trip to the event, scheduled for May 12–14 next year.

Even with AI and abundant data, why does marketing still feel “out of sync” with on-the-ground reality? As buying processes become more complex and decision-making increasingly happens without direct interaction, it has never been harder for companies to truly understand market perceptions—especially the mindset and awareness of key decision-makers. Despite leveraging the latest data and technologies, many marketers still struggle with gaps such as: “The results don’t match what we’re seeing in the field.” “I’m not convinced we’re actually reaching the right decision-makers.” In this session, speakers from brands, agencies, research firms, and media will discuss why credible access to real decision-makers is becoming the critical driver of brand growth in the age of AI—and how to more accurately measure and build brand awareness that truly reflects the market. Session attendees will receive an exclusive research report.

In October 2025, Kodansha ViVi and Cyber Buzz announced the launch of “MYPE,” the sister media platform for ViVi's official SNS. They launched a new TikTok account and have gained popularity as a media outlet “creating the next generation of trends.”Why did the two companies join forces and decide to launch this new media on TikTok? It was the result of both companies, who have constantly engaged with “going viral,” contemplating what the true ideal form should be. Kodansha ViVi, Cyber Buzz, and TikTok for Business—three companies that have faced the ever-changing creation of “trends”—discussed the background and vision behind launching MYPE, and what elements are necessary to create future trends. Translated with DeepL.com (free version)

In recent years, OTT (Over-The-Top) services have become deeply integrated into viewers’ daily lives, rapidly gaining prominence as a new arena for value creation in advertising. Among them, AbemaTV has achieved remarkable growth by leveraging its unique content strategy, optimized viewing experience, and flexible advertising products. In this seminar, Mr. Yamada—recipient of the 2025 Web Person of the Year Award—will unpack the key factors behind AbemaTV’s path to profitability. He will also explore what truly effective OTT advertising means for advertisers, as well as how services that are chosen and loved by users are designed.

"radiko" is a radio streaming service that allows you to enjoy programs from radio st stations nationwide on their smartphones and PCs. Its advertising platform, "radiko Audio Ad," utilizes a abundant data to enable highly targeted delivery. In particular, "location targeting," which optimizes ads based on the listener's listening area and environment, enables targeted delivery based on the listener's "area of ​​activity" and "behavior patterns." Furthermore, the new "real-time geo-targeting" feature allows for optimized delivery of advertising messages in real time based on the user's "location information." It even makes it possible to encourage "future actions" by showing "radio commercials heard in this city right now." We introduce radiko's challenge to combine the reliability of broadcasting with the flexibility of digital to create new value in audio advertising.

This will be the networking event to conclude the final day, gathering VIPs from the marketing and communication industry. Additionally, you can enjoy a magical performance by pro magician Shinya Uchida, as well as beautiful harmonies performed by artists from Daikanyamaoukoku, including violin, accordion, and guitar, while dining and engaging in conversation. This event also provides an opportunity to meet the speakers from the event, offering a wonderful time to connect with new people and commemorate the 10th anniversary of AWA. ※ Please note that the registration for participation has closed.