Highlights Calendar Speakers Partners Guide
Asia 2016
Tracks Venues
Tuesday 5/31
9:00 AM
Nissan: Asako Hoshino
Hall A: Keynote Stage
The Future that Mktg Science Guides -Behind the scene of “Yatchae NISSAN”-
Ms. Asako Hoshino Senior Vice President , Nissan
Ms. Asako Hoshino
9:55 AM
Campbell's: Perpetual Relevance
Hall A: Keynote Stage
Famed tech mogul Andy Grove once said that “Success breeds complacency, complacency breeds failure.” What sets apart the most enduring brands from those who fade to obsolescence over time? What can larger institutions learn from a startup culture in staying nimble and cutting edge? With a strong background working with brands like Walmart, Microsoft and Xerox, Campbell Director of Digital Marketing and Marketing Innovation, Umang Shah, will share essential principles and actions all brands need to stay relevant for the long haul.
Umang Shah Global Director, Social & Digital Marketing, Campbell's
Umang Shah
10:40 AM
Inside Walt Disney Animation Studios
Hall A: Keynote Stage
Join Andrew Millstein (President, Walt Disney Animation Studios) as he shares behind-the-scenes insights on the cultural and creative shifts that have led the 90+ year-old studio into a new era of innovative, blockbuster filmmaking, from Big Hero 6 to Frozen to the upcoming animated feature, Moana.
Chiaki Horan Actress
Andrew Millstein President, Walt Disney Animation Studios
Chiaki Horan
Andrew Millstein
11:35 AM
Tencent: The Evolution of Digital Marketing in China
Hall A: Keynote Stage
Davis Lin discusses how the combination of data, technology and innovation in social advertising on platforms like Wechat, QQ, and Qzone are helping brands and businesses reach the people they care about.
Davis Lin Corporate Vice President, Tencent
Davis Lin
12:30 PM
Approaching Big Data
Room 4: Workshop Stage
Hear the latest case studies on the opportunities and challenges of single and multiple source data and integration. Video Research’s SiteGraphics explores what data fusion can do for ad distribution and your business.
Gen Tamura Manager, Information Technology Department 2, Video Research Ltd.
Yasuhiro Iwaki General Manager, Data Designing Department, Video Research Ltd.
Yoshiki Tanaka Solution Consultant, Media Division, cyber communications inc.
Gen Tamura
Yasuhiro Iwaki
12:30 PM
YouTube Outside Stage
Tokyo Midtown
Special live performances and appearances by YouTube’s top creators and biggest stars.
1:00 PM
Mobile The Rise of Mobile-Native Generation & Video-Centric Marketing
A-3: ADARA Stage
The consumption habits of this new generation of Mobile-natives are changing fast, making them harder to reach than ever. While at the same time, they are the generation that marketers are dying to reach.
What are they looking for when it comes to video and more importantly, who's cracked the code? Our expert panel, featuring executives from the fastest growing mobile video services of the mobile-native generation share their wealth of knowledge related to producing exceptionally engaging video content, distribution, new
Keisuke Kanno Co-founder CEO, FIVE
Akira Morikawa CEO, C Channel
Makoto Fukuyama Producer, Donuts
Keisuke Kanno
Akira Morikawa
1:00 PM
Building humanity into brand experiences
A-2: Creativity Stage
How the latest technology changes the way to engage customers, and enhance the quality of experience.
Google's guiding principle number one is to 'Focus on the User and all else will follow'. Here we look at the application of this philosophy to the development of creative work and beyond at both Google and IDEO.
Shunsuke Ishikawa Design Director, IDEO
Joe Fry (Dr.) Creative Strategy, Google Asia Pacific
Shunsuke Ishikawa
Joe Fry (Dr.)
1:00 PM
Perspectives of Integrated Marketing
Room 5+6: Innovation Stage
The media environment is rapidly changing everyday and it is becoming the norm to get information across multi-screens including tv, computers and smartphones which greatly impacts the data that needs to be created for marketing purposes. As advanced marketing needs such as cross device, integration of mass media and digital media and real time arise, it is unclear if advertisements have been utilizing this at the fullest and being as effective as it can be. In this session, we will go over the challenges of integrated marketing and its future development.
Takeshi Amano Senior Manager, Marketing Division Research & Analysis Marketing Solutions Company , Yahoo Japan Corporation
Masuhiro Ohori CEO, Handy Marketing Inc.
Sadanori Shibata CMO, Handy Marketing Inc.
Yu Kataoka Director　Data Management Platform Department Data Driven Media Marketing Business Division, Hakuhodo DY Media Partners Inc
Takeshi Amano
Masuhiro Ohori
1:00 PM
Made-in-Japan global content—"Sasuke / Ninja Warrior”history, global track record and future
Room 7: Inspiration Stage
Popular in Japan under the original title “Sasuke” since 1997, “Ninja Warrior” is a sports entertainment program that has been produced in 12 countries and broadcast in 165 countries. Its success emerges from the unique characteristics of the format of the entertaining gameshow.

Find out how it originated, was developed and now operates around the globe. We'll also explore the newest European marketing partnership with Dentsu and what the future holds for this exciting, global content.
Hidehiko Iwata Vice President of Global Business, TBS Television
Shiro Otsuru Manager of Global Business, TBS Television
Yoshimasa Nakano Senior Content Manager, Dentsu Inc.
Makito Sugiyama Vice President of Global Business, TBS Television
Shuntaro Tanaka President The StoryLab Asia Pacific, Dentsu Aegis Network
Hidehiko Iwata
Shiro Otsuru
1:30 PM
Going Beyond Traditional Advertising: A Paradigm Shift from Advertising to Influencing
Room 4: Workshop Stage
In our digital age, with the ever growing complexity of decision-making channels and publishers/platforms, marketers are struggling to lead customers to their marketing goals by simply delivering their benefits and messages. Instead, marketers must find a way to influence society and market as well as consumers. Including deeper integration in efforts such as leveraging ad technologies (AI and Machine learning) and collaborating with multiple stakeholders.
Yukiya Hagihara Deputy Manager / Integrated Design Officer, Recruit Communications
Akio Murakami Senior Manager, Recruit Communications
Yukiya Hagihara
Akio Murakami
1:55 PM
Mobile The Future of Ads: Redefining Advertising in the Smartphone Era
A-3: ADARA Stage
The arrival of the smartphone brought an end to the golden age of mass advertising. No longer are advertisements being viewed according to corporate plans; the tables have been turned, and consumers have regained the upper hand. They choose the information they want to access, and when.

Smartphones are the new vehicle: they represent modern life, and are the gateway to consumers. In this seminar, the very definition of “advertising” will be reconsidered in the context of modern life.
Shintaro Tabata Senior Vice President, Head of Corporate Sales, LINE Corporation
Hideto Fujino President and Representative Director　Chief Investment Officer, Rheos Capital Works
Daisuke Iwase President & COO, LIFENET INSURANCE COMPANY
Shintaro Tabata
Hideto Fujino
1:55 PM
Re-imagining the creative Process
A-2: Creativity Stage
New framework and approaches for ideation of creatives using mobile and technology, and how brands can apply such new framework, and systematize it within the organization.
Rethinking the way the Creative Process works through collaboration, technology and projectized teams: recent examples from Google collaborations in Japan.
Yasuharu Sasaki Executive Creative Director Head of Digital Creative, Dentsu Inc.
Yusuke Tominaga CEO / Producer, dot by dot Inc.
Yosuke Suzuki Creative Business Partner, Google Asia Pacific
Kaz Tsumo Creative Producer, Google Japan
Yasuharu Sasaki
Yusuke Tominaga
1:55 PM
Self-Branding in the Social Media Era
Room 7: Inspiration Stage
As the flow of information in the modern world spreads increasingly through digital content and the expansion of social media we’ll examine how today’s consumers and companies use “Self Separation” to build their own brand. Mr. Hirano creates this new concept around what it means to adapt oneself depending on the situation. He will examine different roles, ranging from the points of view of the editor to the writers to the digital creators.
Keiichiro Hirano Writer, The Akutagawa Prize (1999), L'Ordre des Arts et des Lettres (2014, France)
tehu CTO, Gendai Business, Keio University
Hosei Kawaji Chief Editor, Gendai Business, Kodansha Co.,Ltd.,
Keiichiro Hirano
tehu
1:55 PM
Live From the Olympic Stadium: Insights from Olympic Marketing
Room 5+6: Innovation Stage
Tracking the evolution of Olympic marketing in the Chinese smartphone and mobile internet era.
Gary Gao Sales Operations General Manager of NetEase Media, NetEase Media
Gary Gao
2:30 PM
Measuring Brand Advertising Effectiveness With Native Ads
Room 4: Workshop Stage
Coming soon.
Hirokazu Yoshinaga CEO, logly, Inc.
Hirokazu Yoshinaga
2:30 PM
Adobe Workshop
Room 4: Workshop Stage
TBD
2:50 PM
Video Contents that Brands Can Win Hearts With
A-2: Creativity Stage
The amount of video consumers view online has grown exponentially due to the spread of smartphones. And yet more changes are coming to those viewing behaviors. Accordingly, there are more cases of companies in recent years utilizing video for marketing, but we have only just begun to use it with a clear idea of consumers' interests, specific needs and their video viewing environments.
Tomoyo Kimura Communications Group Web＆Advertising Team, Panasonic Corporation
Masanobu Nakamura Product Marketing Manager, YouTube, Google Japan
Tomoyo Kimura
Masanobu Nakamura
2:50 PM
TV ASAHI TO EXPAND ITS OVERSEAS ANIMATION BUSINESS
Room 5+6: Innovation Stage
Since the 1990’s, TV Asahi’s animation programs have been broadcasted internationally. Initially, we had been focusing on the western market, and in 2004, we started rapidly expanding our business in India. In this session, we would like to look back at TV Asahi’s progress of the last 10 years and present the future outlook of our expansion in Asia starting with India. Moreover, we will also touch upon the possibilities and opportunities of exploring new business models.
Takahiro Kishimoto International Business Department, tv asahi
Jyotirmoy Saha CEO, August Media Holdings
Takahiro Kishimoto
Jyotirmoy Saha
2:50 PM
How to Deliver Ads to the Ever-Changing Consumer
Room 7: Inspiration Stage
The internet is becoming further engrained in society through the popularization of smartphones, and with it, the fight over consumers’ time is becoming increasingly intense.

In order to effectively deliver messages to their consumers in this cluttered world, advertisers must strategically place their messages in front of the consumer. To be successful, advertisers must have a deep understanding of their consumers' lifestyles and interests.

The effectiveness of TV commercials is becoming
Rumiko Ayusawa FMCG Business Group Custom Research Division Ethnographer, INTAGE Inc.
Takahiro Nagasaki Corporate Officer / Media, Communications & Analytics Division Director, INTAGE Inc.
Hiromasa Tanaka Cross Media Solution Development Department Director, INTAGE Inc.
Rumiko Ayusawa
Takahiro Nagasaki
2:50 PM
Mobile Can Ads and Content Sing the Same Tune?
A-3: ADARA Stage
The Past, The Present, And the Future of Native Digital Advertising

Native advertising is one of the fastest growing forms of online advertising. Kiosked, the leading Advertising Automation platform, welcomes you to join an engaging session on contextual targeting, best practices, and marketers’ experiences in native advertising.

The panel will walk you through the past and present state of native digital advertising, along with an insightful discussion on how it is likely to evolve in the future.
David McGrath Managing Director, Kiosked APAC
Ken Harada Country Manager Japan, Kiosked
Masaru Fuchinoue CEO and Founder, Fivehangouts Inc.
Shoichi Tamai Communication Director, Richemont Japan Cartier
Takeshi Tamate Chief, Digital Marketing Department, ASAHI BREWERIES, LTD
Yoshikazu Azuma CEO, Material Group Inc.
David McGrath
Ken Harada
3:00 PM
YouTube Outside Stage
Tokyo Midtown
Special live performances and appearances by YouTube’s top creators and biggest stars.
3:30 PM
Taking Advantage of LINE Stickers as a Self-Disseminating Ad
Room 4: Workshop Stage
One cannot speak of LINE without broaching the subject of stickers.
Stickers have become a symbol of LINE. They not only replace text to convey information, but have also become an established communication tool to express emotion.

A growing number of companies are also using stickers as an active means of marketing. Being a “self-disseminating ad” that is downloaded by users in the millions and used in chats between friends, they not only supplement TV commercials and other traditional media-based campaigns, but are also being used for a variety of other purposes including branding, sales promotions, and raising awareness.

Additionally, much attention is being drawn these days to original characters that make their debut as LINE stickers, as well as the stickers’ creators.

In this workshop, Ryo Abe will elaborate on the trends of popular stickers based on his experience working as a director for many Sponsored Stickers, and share his thoughts on key creative elements to consider when using stickers as a marketing strategy.
Ryo Abe Manager, Creative Team, LINE Corporation
Ryo Abe
3:45 PM
Mobile Tokyo Pop Culture, Secrets of brand power across the world.
A-3: ADARA Stage
Tokyo pop culture is one of Japan's biggest exports. Across the world both children and adults have become fascinated with the quirky aesthetics of Japanese fashion and entertainment , accounting for major influence worldwide. In this discussion, Introducing success case and brand's insights about pop culture, and thinking media and advertising value of Tokyo.
Yoshito Onomura CSO, mediba inc.
Jungo Kanayama Chairman, General Foundation Shibuya Tourism Association
Tomohide Kamei CEO, Tokyo Otaku Mode Inc.
Yoshito Onomura
Jungo Kanayama
3:45 PM
Capturing Micro-Moments to Build Brands - New Value for Search Ads
A-2: Creativity Stage
Changes in consumers' search behavior are leading to more micro-moments, thus exerting an influence on the value of search ads, a marketing tool resulting from these changes.
Some companies ahead of the curve that have noticed this are already experimenting with utilizing digital ads in the realm of branding.
In this session, we will share real-world cases and suggest that the value of search ads does not end with conversion.
Eunsoon Cho Manager, Media/Digital Marketing, Marketing Division, Johnson & Johnson K.K. Consumer Company
Tsubasa Tada Marketing Research Manager, Market Insights, Google Japan
Eunsoon Cho
Tsubasa Tada
3:45 PM
AI: Transforming Marketing in the Individualism Era
Room 7: Inspiration Stage
Today, everyone can easily access a lot of information. As a result, it is difficult to predict individual tastes and activities based on conventional data such as purchase data. The required predictions can no longer be made within a range that individual marketers, i.e., humans, can handle, and needs cannot be accurately grasped without AI.

In this seminar, the possibilities of a marketing revolution realized with AI will be discussed based on relevant examples of efforts made with Rakuten Ichiba [Marketplace].
Masaya Mori Executive Officer & The Global Head of Rakuten Institute of Technology, Rakuten, Inc.
Masaya Mori
4:00 PM
Native Native Advertising Forum
Room 5+6: Innovation Stage
Native Ad is becoming a big hit as new communications, while "banner blindness” is getting more serious. In this forum, we’ll discuss about the current status and the future vision of Asia’s Native Ad market with industry experts.


Session
1. Keynote : Introduction of Native advertising
2. Native advertising for publishers
3. Native advertising for advertisers
4. The trend of native advertising in Asia
Motoko Imada Founder & CEO, INFOBAHN Inc. / Mediagene Inc.
Ryo Arai Vice President, Digital Business, Condé Nast Japan
Ryuichiro Takeshita Editor in Chief, The Huffington Post Japan
Yoshinori Nishihara Head of Media Development Group, Public Relations Department, KDDI Corporation
Mariko Itabashi General Manager of Communication Planning, Digital Marketing Center, Kao Corporation
Kotaro Teshima Deputy director, Media Department, INFOBAHN Inc.
Aro Osako Marketing Manager, Japan, Facebook
INTRODUCTION OF NATIVE ADVERTISING
Why Native advertising is the hottest area of advertising.
Tao Cheng CEO, popIn Inc.
THE LATEST TRENDS OF NATIVE ADVERTISING IN ASIA
The latest in Native Advertising in Asia, around the globe and what is working for advertisers in Japan.
Yuichi Mukai COO, popIn Inc.
Motoko Imada
Ryo Arai
4:30 PM
Branding in Asia: How to Develop In the Growing Market:Channel JAPAN
Room 4: Workshop Stage
In this workshop, we explore the current status of Channel JAPAN and insights learned through the creation of contents broadcast across Asia. And what does the future hold for Channel JAPAN.
Mai Demizu TBS announcer/ Channel JAPAN newscaster, ＴＢＳ　Television,Inc.
Makiko Utsuda Nikkei reporter/ Channel JAPAN newscaster, Ｎｉｋｋｅｉ
Rie Kadowaki Global Business Department, TBS TV/ Channel JAPAN producer, ＴＢＳ　Television,Inc.
Mai Demizu
Makiko Utsuda
4:40 PM
Mobile The Programmatic Evolution
A-3: ADARA Stage
How programmatic is driving the next wave of mobile advertising. Hear the forecast for the future of programmatic: in house, better targeting, data discrimination, increased specialization and more.
Matt Harty SVP OF ASIA PACIFIC , The Trade Desk
Fabrizio Caruso Chief Revenue Officer, Appier
Tariq Mahmoud Head of Strategy & Execution, AOL International
Derek O'Neil GM, Integrated Ecosystems, MediaMath
Matt Harty
Fabrizio Caruso
4:40 PM
Owning the Micro-Moments in Retail Space - The Nature of New Retail-Brand Collaborations
A-2: Creativity Stage
As has been the case for a long time, stores are a critical location for marketing carried out to clarify the purchasing intents of consumers. In those stores we decipher those intents and take the appropriates action to provide appealing offers or experiences. We shall look at the present and future of store designs that make use of micro-moments in order to see the implications for brands and redefine how they collaborate with stores.
Tomonobu Tominaga Executive Officer and Senior Vice President, Marketing, Seiyu GK
Junichi Kawai Director, Industry sales, Google Japan
Tomonobu Tominaga
Junichi Kawai
4:40 PM
Hard Sell to Soft Sell: How to Navigate From Being a 30 Second Broadcaster to a Long Term Friend of the People
Room 7: Inspiration Stage
These are truly exciting times for marketers. The social web is growing exponentially with branded videos becoming more prominent in Japan. In 2015 alone, there was a 57.1% increase in the number of branded social videos in the country with views rising from 674 million to 805 million.

The Japanese ad market is evolving and there has never been a better time for marketers to learn how to maximize the impact of social. This is where social video - videos designed to be spread and be shared on social media - can be the catalyst.

Join Unruly to learn:
-The “dos and don’ts” of online video
-How to build a model for online video strategy in Japan, from content creation and distribution through to KPI setting and measurement
-How to create content that causes people to laugh out loud, tingle with anticipation or feel the hairs on the back of their neck stand on end
-And more!

We will take you on a rollercoaster ride through key video trends for 2016 and how these will affect the Japanese ad market in its evolution to a bespoke digital video market
Using its unique data set of 2 trillion video views, ground-breaking research from the world’s leading academics and consumer insight, we will show you how data and science can build the model for digital video in the Japanese market, from content creation and distribution through to KPI setting and measurement.
Haruyo Kagawa Country Manager Japan, Unruly
Phil Townend Chief Commercial Officer APAC, Unruly
Haruyo Kagawa
Phil Townend
5:00 PM
AWAsia Connects Networking Cocktails
Ba-tsu
Come, network and meet your fellow Delegates from all over the world at at special cocktail reception hosted by CCI.
5:00 PM
YouTube Outside Stage
Tokyo Midtown
Special live performances and appearances by YouTube’s top creators and biggest stars.
5:30 PM
Workshop: Business in China
Room 4: Workshop Stage
Part One
-Inbound marketing and effective utilization of location data services which target Chinese tourists who visit Japan
- Possibility of cross border EC market
Daisuke Takahashi , Baidu Japan Inc.
Hirotaka Mizuno Gurunavi, Inc.
Koji Sazuka , ANGFA Co., Ltd.
Kosuke Yoshida , OPT Holding, Inc.
Kyoko Kawarabayashi , Isetan Mitsukoshi Holdings Ltd.
Ryohei Mitsuhashi , DENTSU INC.
Shuhei Akahoshi , Kyoto Convention Bureau
Yuya Mizuno , bolome
Daisuke Takahashi
Hirotaka Mizuno
5:35 PM
ROI from 'Want to Believe' to 'Able to Believe'
A-2: Creativity Stage
When we seek to design marketing that is, as much as possible, focused on people's intents, we must also be very meticulous in making sure the ROI measurements fit. In addition to visualizing television and digital investments, we must add to our calculus the effects of other actions and outside factors.
Yoichi Tsukamoto General Manager Digital Marketing Department Marketing Comunications Division, KDDI Corporation
Keitaro Eto Derector, Strategic Planning Department 1 Planning Division 3, Hakuhodo Inc.
Akihisa Mino Marketing research manager Market Insights , Google Japan
Yoichi Tsukamoto
Keitaro Eto
5:35 PM
Insight & Inspire! Future of Brand Marketing
Room 7: Inspiration Stage
Successful brands show the advantage of presentation ability that reminds consumers the actual scene of those brands used. Marketers have to develop “Insight” skill that catches the consumers’ unmet needs and “Inspire” skill that creates and generate the new markets. Three key persons who have been engaging in brand management from different positions in Japan for many years discuss the future of brand marketing.
Atsushi Kogoma Professor, School of Management, Sanno University
Makoto Yamamura Manager, Communication Planning Div., Calbee, Inc.
Kiyoshi Usami CEO Branding Director, UBC, Ltd.
Chisaki Kurokawa , SANNO University
Atsushi Kogoma
Makoto Yamamura
5:35 PM
Premium Programmatic
A-3: ADARA Stage
What is the PREMIUM in rapidly growing this programmatic market”? In this seminar,
we verify the valuable leading premium programmatic from the viewpoint of Private Market Place and Data Utilization for all marketers.
Kouhei Oto Director,Programmatic Strategy Dept,Digital Business Division, Dentsu Inc
David Rittenhouse Representative Director, Neo@Ogilvy
Hajime Koyanagi Representative EVP,CFO, Cyber Communications Inc.
Kouhei Oto
David Rittenhouse
7:30 PM
YouTube Outside Stage
Tokyo Midtown
Special live performances and appearances by YouTube’s top creators and biggest stars.
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New York, NY 10005
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