The copywriting boom of the Showa era is long gone. In today’s ad industry, DX is blooming where copy once did. While data is revered as a savior in marketing, the role of words appears to have been put on the back burner. View More

Yet a calm and unsentimental look at brands around the world that are successfully handling this “transformation" reveals that they are taking words more seriously than ever before; by discovering the brand's raison d'etre and engaging the hearts and minds of users. Sometimes, interacting with users works hand-in-hand to create a new way of life. At the heart of all these processes are words that work.

In this session, we welcome creative directors examining creativity for a new age to discuss the possibilities of language in an era where everything is digitalized, drawing on specific examples. View Less