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Decoding the Secrets of Creative Success in Japan

24 September 2015

What does it take to deliver a great digital campaign in Japan? The secret to creative success can be decoded with smart, precise and agile data science, explains Kyoko Matsushita, our Managing Director for the Asia-Pacific region, to LBBOnline - The Little Black Book.

"There are many stories in our industry about great creative campaigns that work almost everywhere except Japan," describes Kyoko.

"What makes this market unique is not inattention to creative quality, but cultural and aesthetic standards that can veer wildly from what the industry has learned to expect elsewhere. Brands that encourage creative development matching the expectations of the market have the best track records. The risks are high, but this is the third-largest economy in the world. The potential rewards are just as high."

Continue reading Kyoko's article here.