Highlights Calendar Speakers Partners Guide
Asia 2017
Tracks Venues
Tuesday 5/30
9:00 AM
How to Monetize Virtual Reality
Tokyo Midtown Hall A: Keynote Stage
Market Research spanning from the past decade shows that Virtual Reality and Augmented Reality have the potential to become the next big thing, similar in scale to internet technology and computers and smartphones in the 1990s and 2000s respectively.

As the quality of VR immersive experience enhances with high end HMD, GPC and quality contents, it is more likely to be used and enjoyed by consumers, and has real potential to reshape many everyday behaviors and activities. The increasing quality has already been widely recognized from global tier 1 players, enterprises and early adaptive consumers. Discover how this technology will disrupt our world as it evolves beyond our imagination.
Jack Tong Former President, North Asia; Founder and CEO, HTC; JPW International Technology Corp
Jack Tong
9:50 AM
How Will Global and Local Brands Fare In The Era of Nationalism?
Tokyo Midtown Hall A: Keynote Stage
In a world of complete transparency, where everything a brand does has the propensity to be telegraphed across the world very quickly, people expect a lot from brands.

The dynamics both of globalism and anti- global localism have been strongly on display recently with the landmark Brexit vote and anti-immigrant-influenced U.S. Presidential election. Both seem to underscore a slide toward nationalism across the globe, raising business and marketing issues as well as political and economic ones. Given the intensity of these emerging anti-global, pro-local sentiments, how far-reaching might this trend be in influencing attitudes about global vs. national brands? Should we be thinking differently as marketers about globally uniting trends and events?

In this session, hear insights about the changing dynamics of global brand marketing today.
Manisha Tank International Correspondent, CNN
Luca Lindner Global President, McCann Worldgroup
Manisha Tank
Luca Lindner
10:40 AM
Staying Competitive With Distinctiveness
Tokyo Midtown Hall A: Keynote Stage
Among the many automobile manufacturers, Subaru Corporation aims to stay competitive by taking advantage of its distinctiveness under the company’s philosophy of becoming “a compelling company with a strong market presence built upon its customer-first principle.”

While the volume of its automobile production and sales may be smaller than other automakers, Subaru continuously pursues its goal of having a strong presence in its operating markets and being a compelling company for customers.

In this session, President and CEO Yasuyuki Yoshinaga recounts how Subaru, following financially difficult times in the 2000s, succeeded in creating a highly productive organization and business by implementing radical reforms that achieved record net sales for four consecutive years and a high level of profitability.
Yasuyuki Yoshinaga President & CEO, SUBARU Corporation
Yasuyuki Yoshinaga
11:30 AM
WHERE IS THE KEY? -How Digital Media is Transforming Life and Business in China
Tokyo Midtown Hall A: Keynote Stage
At Tencent, we are redefining what is advertising in digital era. How the combination of data, technology and innovation in social advertising, digital content consumption on multiple platforms such as WeChat, QQ, Tencent Video and news are helping brands and business reaching the people they really care about.
Steven Chang Corporate Vice President, Tencent
Steven Chang
12:30 PM
The LINE NEWS Growth Strategy That Achieved 59M Monthly Active Users
Tokyo Midtown: Room 3+4
LINE NEWS, a late-entrant news service launched in July 2013, recently surpassed 59 million MAU (monthly active users). How did this service, which started with 3 mil MAU, grow from 10 mil to 20 mil, and then to 40 mil, now approaching 60 mil MAU? LINE's tagline is "CLOSING THE DISTANCE". What will they do to bridge the gap between people and information/services? This session will cover LINE NEWS' development and outlook, providing case examples of LINE NEWS advertising and more.
Kazuki Sakuragawa Manager, Media Business Division,, LINE Corporation
Kazuki Sakuragawa
1:00 PM
Mobile The Next Wave in Mobile Video Marketing
Tokyo Midtown: Hall A-2
We’ve seen astonishing growth of emerging video media and mobile video advertising market over the past years. Brands and marketers have shifted to mobile, and now they're putting video marketing in their primary marketing agendas. FIVE's CEO and C Channel's CEO are going to unveil their “next big thing” in the mobile video space and will discuss how marketers can get the most out of the power of video, beyond advertisements. Discover mobile video marketing best practices, and forecast the latest mobile video movement.
Keisuke Kanno Co-founder CEO, FIVE
Akira Morikawa CEO and Founder, C Channel
Keisuke Kanno
Akira Morikawa
1:00 PM
Agency BALMUDA’s work creates experience　We’ll teach you how to cook delicious rice!
Tokyo Midtown: Hall B-2
A fan which generates natural air. A toaster which makes the most delicious toast. With its unique technologies and designs, BALMUDA has inspired many innovations in home electronics—a category that used to be thought of as mere commodities. Their latest product is a rice cooker that totally refreshes the user's rice experience. How did BALMUDA create this unprecedented rice cooker? Koichiro Shima asks how work is done at BALMUDA by interviewing the President, Gen Terao, who is known for making what he wants to own.
Koichiro Shima CEO, Hakuhodo Kettle
Gen Terao CEO, BALMUDA Inc.
Koichiro Shima
Gen Terao
1:00 PM
Storytelling Secret Recipe for Hit Content ～ How to Make Memorable Works
Tokyo Midtown: Room 5+6
Many believe that mega hits are difficult to create due to diversified lifestyles as well as personal tastes and preferences of the consumer audience. Is there a “Golden Rule” to follow to create a popular, mega-hit drama? How will social media and the evolution of technology impact the future of producing content? At this session, a popular program producer will share his secret recipe for making hit content and how to make memorable works.
Teruyuki Yoshida Executive Producer, NHK Enterprises, INC.
Teruyuki Yoshida
1:00 PM
Think Global, Act Local
Tokyo Midtown: Room 7
Tech startups are no longer just apps. They have become platforms for many businesses, as well as life necessities. Startups now face regulations and growth at the same time. This session will explore how to maneuver difficulties from the point of view of entrepreneurship vs. intreprenurship.
Yohey Kawabe CEO, R Inc.
Satoshi Suzuki Co-Founder and CEO, Wondershake, Inc.
Ryo Umezawa Director, J-Seed Ventures Inc.
Yohey Kawabe
Satoshi Suzuki
1:30 PM
Rethinking TV
Tokyo Midtown: Room 3+4
We’ve watched the evolution of programmatic for display across desktop and mobile. Understand how programmatic trading for video differs and tools buyers and sellers have in place to protect the value of inventory, gain new insights and ultimately achieve the highest yield on their inventory.
Andre Sevigny Director, Microsoft Casual Games
David McGrath Consultant, SpotX
Evgeny Popov Senior Director of Data Solutions, Lotame
Ken Harada Country Manager Japan, Kiosked
Masaru Fuchinoue CEO and Founder, Fivehangouts Inc.
Shoichi Tamai Brand Consultant, Freelancer
Andre Sevigny
David McGrath
1:55 PM
Mobile Bridging Online and Offline: Driving Growth in a Non-line World
Tokyo Midtown: Hall A-2
Most purchases happen in brick-and-mortar stores, but consumers search for information with digital technology. When you realize this fact and perceive how digital ads contribute to store visits, it becomes an important indicator for determining return on investment--both for retail where purchases are made and for the makers (i.e. brands) that provide the goods. How can we measure the impact and how far can we quantify it?
Nobuaki Shinano Industry Head, Retail, Google Japan
Taro Sotome Strategist, Strategy & Sales Development, Google Japan
Kensaku Iida Corporate Officer, Divisional Director of eCommerce Division　, Toysrus Japan
Nobuaki Shinano
Taro Sotome
1:55 PM
Agency New Models for Creative Direction
Tokyo Midtown: Hall B-2
The past couple of years have seen a sharp rise in the number of brands looking to develop creative infrastructure of their own. Tech companies and management consultancies are also gradually implementing their own creative services to work with brands. There are various reasons for this, including the fact that traditional advertising agencies still struggle to offer solutions that are not purely advertising or communications-related. However, brands are still working out the most effective models. As Pepsi’s recent calamity featuring Kendall Jenner showed, going it alone is not easy. Would a combination of in-house and external creative direction have saved it? At the same time, tech companies/consultancies have a lot to offer when it comes to brand experience, but developing effective communications is quite another challenge. We will explore the scope of the roles of these new creative stakeholders and how brands can use them to their best advantage.
Brendan J. Cravitz Head of Content Production, Publicis One Japan
David Blecken Executive Editor, Japan, Campaign
Dimitrios Petsas Global Copy Director, Shiseido
Rei Inamoto Founding Partner, Inamoto & Co.
Yasunari Matsuzaka Creative Director, Deloitte Digital
Brendan J. Cravitz
David Blecken
1:55 PM
Storytelling Creating The “New Way” To Create: Disruptive Social Creation
Tokyo Midtown: Room 5+6
How long did it take to put together your most recent campaign?
1 month? Or even 3 months?
We used to believe that the more time we invest, the more meticulously planned campaigns we create.
But hasn’t the world around us changed by the time you’re done?

In fact, what we need in today’s world is a fundamentally new and disruptive “way” to create our ads.
Kazuaki Kuribayashi Buzz Machine, TBWA\HAKUHODO
Yuta Kanekiyo Digital Strategist, TBWA\HAKUHODO
Kazuaki Kuribayashi
Yuta Kanekiyo
1:55 PM
The Next Era of Programmatic
Tokyo Midtown: Room 7
In the past few years alone, programmatic has fundamentally changed the face of advertising, and today, most online ads are traded programmatically with more digital firms, media companies and agencies also exploring how to sell traditional media in a similar way. But what does the next era of programmatic look like? How can programmatic drive the next wave of mobile advertising? Hear directly from business leaders and discover how better targeting, increased specialization and more will be the future of programmatic.
Tetsuya Shintani Commercial Director & Country Manager, Japan, The Trade Desk
Shin Osada Editor in Chief, DIGIDAY Japan
Kosuke Yamada Director, Product Leadership & Business Development, Nielsen
Tetsuya Shintani
Shin Osada
2:30 PM
GlobalizAsian: Advancing New Possibilities　AdAsia Congress 2017 in Bali
Tokyo Midtown: Room 3+4
Thanks to globalization, Asia continues to contribute to the forefront of the global economy. In the world of modern advertising, the “Asian way” has become more and more popular on a global scale. The unique traditions and values in Asian culture makes each Asian country different from the rest. We can gather learnings from those diverse Asian markets to then formulate intelligent platforms and advance new possibilities which allow for us to learn from each other and excel in the global arena.
Janoe Arijanto CEO , Dentsu One Indonesia
Maya Watono CEO, Dwi Sapta Group (A Dentsu Aegis Network Company)
Janoe Arijanto
Maya Watono
2:50 PM
Mobile Latest Mobile Game Marketing Trends in Japan
Tokyo Midtown: Hall A-2
This seminar, featuring marketing experts from mobile game businesses, explores the rapidly growing mobile gaming market.

Attendees can find how to aiming to expand their business into mobile game market.

Topics include:
-Market overview, mobile gaming business in Japan (and worldwide)
-Latest promotion methods and issues (offline, online)
-Case studies (how to make it or not)
-Market forecast
Rui kondo Game Media Department , mediba Inc.
Yuko Nemoto manager, mixi, Inc.
Takaaki Suzuki Executive Account Planner, CyberAgent, Inc.
Hiroshi Yoshida DMS Division Solution Business Group2 Manager, SEGA Games Co., Ltd.
Rui kondo
Yuko Nemoto
2:50 PM
Agency The Future Of Rural Development: How To Discover, Brand, & Showcase Regional Charm
Tokyo Midtown: Hall B-2
How can we convey what is charming about Japan? How should we approach rural development, including recovery from the Tohoku earthquake? How should we train people to become “rural producers” who engage a large number of people in a region, brand products that utilize the characteristics of a region, and sell these overseas to bring more activity to that region? How
will government agencies, educational institutions, publishing companies, and
ad companies transmit the charm of a region? We will introduce case examples
Atsushi Koshio , The Graduate School of Project Design
Hiroshi Waguri , The Small and Medium Enterprise Agency
Toshihiro Takahashi Discover Japan Producer, EI Publishing Co.,Ltd
Keiji Tanabe , 「jeki」East Japan Marketing & Communications,Inc.
Atsushi Koshio
Hiroshi Waguri
2:50 PM
Storytelling New Era of Global Communications: Audience Engagement in the Age of Fake News
Tokyo Midtown: Room 5+6
With the controversy over content aggregation sites and the rise of fake news, the public’s faith in online sources has been shaken. For companies that are investing more resources in content marketing, customer trust is vital to increasing brand engagement. Meanwhile, major media organisations set up in-house content units to meet growing demand for content creation from their clients. Speakers will discuss how brands strengthen global customer engagement in the changing communication environment.
Hiroyuki Fujishiro Journalist
Kuniyuki Makie Head of Nikkei-FT Integrated Solutions, Nikkei Inc.
Hiroshi Goto CEO, Tribeck Group
David Buttle Head of Commercial Marketing, Financial Times
Hiroyuki Fujishiro
Kuniyuki Makie
2:50 PM
The Future of Digital UX: Ads in the Virtualized World of Next Generation UX
Tokyo Midtown: Room 7
Progress in digital technology is ever accelerating and advancements in areas such as IoT and AI will even further accelerate the amount of data in the digital world. In this environment mobile devices in this place that people of had up to no limit the user experience that digital could provide. We predict that the emergence and popularization of next generation digital connections will bring drastic changes to the next digital environment.
Akira Mizukami Director, D&DT, PWC Consulting
Masanobu Eric Matsunaga Partner, PwC Digital Lead , PwC Consulting LLC
Tetsuya Takeda Executive Officer /Director, Corporate Strategy, AID-DCC Inc.
Nobuhiko Watanabe , Psychic VR Lab
Akira Mizukami
Masanobu Eric Matsunaga
3:00 PM
LinkedIn Daily Meet-Up
Innovation Hall & Delegates Lounge
Using your LinkedIn profile, visit the Connects page in the AWAsia Official App to connect with fellow Delegates. Each day, meet your Connections in person at the LinkedIn Daily Meet-Ups to expand your professional network and create new business opportunities.
3:00 PM
Baidu Talk: Cross-Border Ecommerce
Baidu & popIn Lounge
We will introduce case studies of cross-border EC businesses that accelerated using Baidu Listing. We will also talk about what to be careful about when reaching out to the Chinese market, current user trends, other tasks, and will share stories on what have been actually successful.
3:30 PM
A Paradigm Shift From Advertising to Influencing 2.0
Tokyo Midtown: Room 3+4
Recruit Communications is dedicated to influencing people.

We will host two workshops to share our daily activities and findings from our research.
Yukiya Hagihara Deputy Manager, Integrated Design Officer, Recruit Communications
Seiichi Takeuchi Senior Producer, Recruit Communications
Susumu Mochizuki Business operation developer, Recruit Communications
Yukiya Hagihara
Seiichi Takeuchi
3:45 PM
Mobile Branding with Programmatic Smartphone Ads
Tokyo Midtown: Hall A-2
Ads are often ignored as a nuisance that interferes with viewing content. Many users dislike them, and ad blocking apps have entered the higher levels of the paid app rankings.

We are living in an age where unintended content, unintended screens, and displaying of ads at the unintended timing can damage the brand.

The essence of advertising is described as “advertising to the most appropriate people, in the most appropriate places, with the most appropriate timing”.
Yuki Ikehata Sales Manager, LINE Ads Platform Business Promotion, LINE Corp.
Yuki Kikuhara DivisionManager, Cyberagent
Mitsue Masuda DivisionManager, Cyberagent
Yuki Ikehata
Yuki Kikuhara
3:45 PM
Agency Fintech raise a communication revolution!?
Tokyo Midtown: Hall B-2
It has been years since Fintech caused a buzz around the globe. Do you think it is simply “a tech revolution in the financial sector”? No! It is in fact a “communication revolution” that affects any and all kinds of settlements. When you buy goods or services, you rightfully pay or the settle the payment. At its very timing of such settlement, a new communication approach is now available for consumers. It is, without mentioning, a product of leading-edge technology.
Kenji Morinaga Executive Manager of Integrated Solution Center, ASATSU-DK Inc.,
Hiroki Maruyama Representative Director, FinTech Association Japan
Kenji Morinaga
Hiroki Maruyama
3:45 PM
The Psychology Behind Technology
Tokyo Midtown: Room 7
The rise of technology in advertising has created a mathematical black hole. A tech conversation to answer a psychological problem. Join David
from Dentsu media Australia and Peter from Neuro Insight to explore the world of neuro research and how it is unlocking the real impact of advertising.
David Hearn National Head of Communication Designs, Dentsu Mitchell Media Australia Pty Ltd
Peter Pynta Director - Sales & Marketing, Neuro-Insight Pty Ltd.
David Hearn
Peter Pynta
3:45 PM
Storytelling The Uncomfortable Truth of Broadcast
Tokyo Midtown: Room 5+6
Get an inside look at the world of broadcast from broadcast and video industry leaders. As issues like changing methods of content consumption, the prominent shift towards digital and mobility, and the rise of fake news continue to disrupt the media space, broadcasters must realign their resources to keep up with and get ahead of these changing consumer trends. Join broadcast leaders as they look at the current state of broadcast media, the new multi-screen landscape, and how they’re restoring the trust of viewers.
Katy Xu Vice President - Greater China & North Asia, BBC Worldwide
Katy Xu
4:30 PM
Baidu’s Three Rules For Effective Digital Marketing In China
Tokyo Midtown: Room 3+4
In the field of marketing to China, Baidu Japan Inc. and Yahoo Japan Corporation (hereinafter “Yahoo! JAPAN”) started a business partnership in November 2016. How will Yahoo! JAPAN’s trend analysis and know-how about implementing improvements be used to maximize the effectiveness of product listing ads (search advertising) operation provided by Baidu?
Nobuhiro Tsuboi General Manager，Category Insight Department，Marketing Solutions Company, Yahoo Japan Corporation
Ayami Wada Senior Manager，Search Business Unit，International Business Division, Baidu Japan Inc.
Nobuhiro Tsuboi
Ayami Wada
4:40 PM
Mobile Over 250 Prototypes Created: AbemaTV Development Team's Way Towards the User Perspective
Tokyo Midtown: Hall A-2
"AbemaTV" launched in April 2016 provides about 30 channels consisting of various programs such as original live broadcast content, news, music, drama, etc as "Free Internet TV Station". As of March 2017, the number of app downloads has exceeded 15 million and so many people are using it.
Norishige Nagase Development Department Director, AbemaTV
Norishige Nagase
4:40 PM
Agency The New Fan Experience
Tokyo Midtown: Hall B-2
The rapidly changing technology landscape has impacted fan experience and brand participation in new and amazing ways. The marketing move is from “LIVE”(mobile+social+streaming) to “LIVING”(virtual+experiential). New tools, strategies and skills are developed to address these dynamic opportunities. Through the use of technologies like Microsoft HoloLens and Azure the duo will demonstrate how they can facilitate intimacy at scale by impacting the experiences of fans and sponsors at events such as the 2020 Olympics.
Jason Alan Snyder Global Chief Technology Officer, Momentum Worldwide
Stacey Mulcahy Community Leader, Microsoft Garage
Jason Alan Snyder
Stacey Mulcahy
4:40 PM
The Era of Personal Data & The Empowered Consumer
Tokyo Midtown: Room 7
Today, there is a surplus of apps that keep track of assets and collect vital user data. These apps are of interest to both the information providers and the companies that eventually use the data. Businesses today are also looking more closely at the transaction value of the personal data they own, as well as the data they collect from third parties. In this session, learn why people are beginning to assess businesses by their ability to increase value from personal data.
Izumi Okoshi Executive Business Creation Director, Business Creation Center, DENTSU INC.
Maaya Hine Director, Luna Luna, MTI Ltd.
Toshio Taki Board Director, Money Forward, Inc.
Izumi Okoshi
Maaya Hine
5:30 PM
Ten Statistics About Chinese Business
Tokyo Midtown: Room 3+4
When engaging in Chinese business, one's first reaction is likely to be awe at the vast scale and the speed at which the market environment changes.
MASAFUMI KUNII International Business Division, Baidu Japan Inc.
YOSHIE ISHII International Business Division, Baidu Japan Inc.
MASAFUMI KUNII
YOSHIE ISHII
5:30 PM
AWAsia Connects Networking Cocktails
RIO Brewing & Co. Bistro and Garden
Come, network and meet your fellow Delegates from all over the world at at special cocktail reception hosted by CCI.
5:35 PM
Exploring China Market with Tencent
Tokyo Midtown: Hall A-2
When it comes to the age of mobile internet, netizens’ scenarios is being constantly fragmentized. Besides searching, social & news & entertainment have become top 3 internet scenarios in China. After e-commerce, O2O areas like trip & food booking are also booming as a significant connection between internet and real life. Ann will share how to understand netizens' behaviors and bring in in-depth knowledge of users' internet scenarios and create original scenarios, to improve ad performance and create sustainable marketing
Ann Wang General Manager, Tencent Performance Advertising Solution, Online Media Group, TENCENT
Mitch Takahashi Senior Manager, Cross Border Trading Section, EC Company , Rakuten. Inc.
Ann Wang
Mitch Takahashi
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