We are proud to announce that New York-based Advertising Age has named TBWA\HAKUHODO Inc. (Head Office: Minato-ku, Tokyo; President and CEO: Ichiro Zama) its 2011 International Agency of the Year. Advertising Age (Ad Age), widely regarded as the most prestigious advertising and marketing magazine in the U.S., announced its selection on January 22 (New York time).


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TOKYO, JAPAN - Thursday December 15, 2011 - TBWA\HAKUHODO Japan was named 'Agency of the Year' in the North Asia sub-regional category at the 2011 Campaign Asia-Pacific Agency of the Year Awards, held Tuesday night at the St. Regis Hotel in Singapore.


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TBWA\Hakuhodo and Koso Lab at Hakuhodo Univ., Hakuhodo’s internal learning center, will exhibit a prototype home intended to help people live their lives “off the grid,” in harmony with nature. The prototype designers will present several of the latest technologies incorporated into this project at CEATEC JAPAN (October 4-8, 2011), one of Asia’s largest information technology and electronics trade shows.
Press passes are available for members of the media. We encourage media members to attend and experience aspects of the next generation of smart living.


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TBWA\HAKUHODO earned the gold prize of the 9th Tokyo Interactive Ad Awards for adidas SKY COMIC. The ceremony was held today.


Team members.
Congratulations!



Kazoo Sato, a Creative Director who led SKY COMIC project. Congratulations!

"adtech" is drawing attention as one of the world’s largest ad technology conferences and "adtech Singapore 2011" focusing on the rapidly growing Asia-Pacific region was held on June 16 and 17, 2011. Haruko Minagawa, TBWA\HAKUHODO’s Touchpoint Architect, appeared on the stage as a panelist.

Hot topics including social and mobile media were discussed with "Embracing the Digital Frontier" as an umbrella theme. She appeared in the panel session titled "Where is Digital's GRP?" on the second day and developed the argument on the challenging theme, "What’s going to happen to digital GRP?" in the overseas market where cumulative contacts in the traditional mass media including TV are seen as GRP.
This session was regarded as one of the best sessions in the closing panel participated by the keynote speakers.
Below is her summary of the session.




From right
Moderator：
Bryan Tan, Chief operating Officer, Go React Pte Ltd.
Panelists：
Haruko Minagawa, Touchpoint Architect, TBWA\HAKUHODO
Kate Clough, Regional Media Director, MRM Worldwide
Julian Toi, Chief Executive Ofiicer, Brandscreen Pte Ltd.

<summary of the session>

In the good old golden days, there was a bulk of exposure and then revenue.
It was easy to say that there was a correlation between these two, and people believed in it. Or at least didn’t deny it.
It was difficult to explain how people’s minds changed and its effect on transaction. However, when ad exposure was accumulated in people’s minds at one point, people would make a purchase.
GRP was the rule to measure this accumulation and has since dominated the advertising industry.

And then digital suddenly came on stage. It didn’t just give the users a chance to speak, but it also gave the advertising industry numerous means of measurement, which allowed us to actually ‘count’ the transaction.
It seemed as though digital was a far better explanation to revenue, and in these depressed times, being able to explain your performance meant a lot. However, digital ad spend still hasn’t grown to the ratio of the time spent on the medium. The digital advertising people have been looking for the holy grail of currency to expand the digital spends.
Will GRP be replaced? If so, what currency will replace it?

Having lived in the digital era for some time now, we know that it is not a matter of "Traditional GRP vs. the New Digital Currency".

We know that GRP works, and there still is a necessity of some sort of index to generalize the numerous data.

It was a challenging topic, and we knew that there was no solid answer to it.
The ‘techy’ people challenged us by saying that "GRP is dead", however, they couldn’t give us an alternative either.
One measurement that the panelists all agreed on to look into was ‘the time spent’, but there are still various values in this metric, too.

It was a great panel where the panelists and audience all came together regardless of their fields in traditional or digital, and felt the necessity of being able to provide a better explanation from a point of view of marketing.

(Haruko Minagawa, Touchpoint Architect)

TBWA\HAKUHODO earned the following award at 2011 Cannes Lions International Festival of Creativity.

Cyber Lions - Bronze, adidas SKYCOMIC

TBWA\HAKUHODO earned the following awards at 9th Tokyo Interactive Award.

Outdoor category:
Gold
adidas Japan "adidas SKYCOMIC"

Online Ad category:
Silver
Nissan "Escape from boredom!"

Outdoor category:
Silver
adidas Japan "Impossible Wall"

Application category - Mobile Application:
Bronze
adidas Japan "adidas X GIANTS: DIGITAL TRYOUT"

cci Smart Device category
Finalist
adidas Japan "adidas X GIANTS: DIGITAL TRYOUT"

TBWA\HAKUHODO earned the following award at
10th Mobile Ad Awards.
Application category,
Finalist "Nissan Leaf"

TBWA\HAKUHODO earned three awards at Clio Awards 2011.

Out of Home - Ambient, Silver, adidas SKYCOMIC
Public Relations - Special Event, Bronze, adidas SKYCOMIC
Design - Environmental, Bronze, adidas SKYCOMIC

TBWA\HAKUHODO earned three awards at Asian Marketing Effectiveness Festival 2011.

Most effective use of public relations, Gold, adidas SKYCOMIC