Marketing

Make CRM a "Management Agenda." In the AI era, thorough customer experience will determine corporate growth!

(From left) Professor Satoshi Akutsu, Hitotsubashi University Graduate School; Tsuyoshi Miyashita, Dentsu Consulting Inc. The accelerating pace of digitalization is rapidly transforming the business environment. Among these changes, the pervasive adoption of AI stands as the most significant factor reshaping every business scenario, from marketing to sales...

Satoshi Akutsu, Tsuyoshi Miyashita

Thinking with the Right Brain and Left Brain: The Future of Advertising Agencies and Consulting Firms [12/12]

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Visualizing the effectiveness of audio advertising. What is the new solution "SONATA"?

SONATA was introduced to make Spotify advertising more effective, visualizing everything from store visit rates to contribution to purchases. This article explores how SONATA's features expand the possibilities of audio advertising.

Atsushi Kawada, Hiroaki Inaba

Spotify Opens the Future of Audio Advertising [4/4]

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The 2026 desire trend: "Reversal to Single Tasking." Nikkei Trendy × Dentsu Inc.'s thorough analysis!

From left: Takashi Chiba (Dentsu Inc.), Tetsuo Katsumata (Nikkei BP), Naofumi Sato (Dentsu Inc.) Unraveling 2025 consumption through the lens of desire and forecasting 2026 desire trends! Continuing from last time, we present a New Year special roundtable discussion featuring Nikkei Trendy's Tetsuo Katsumata as our guest...

Tetsuo Katsumata, Hisashi Sato, Takashi Chiba

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [32/32]

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2026 Desire Trend: "Tokenization of Effort." Nikkei Trendy × Dentsu Inc.'s In-Depth Analysis!

From left: Takashi Chiba (Dentsu Inc.), Tetsuo Katsumata (Nikkei BP), Naofumi Sato (Dentsu Inc.) Unraveling 2025 consumption through the lens of desire (Desire), and forecasting 2026 desire trends! Dentsu Desire Design (DDD) explores the relationship between consumption and desire to develop various solutions and insights...

Tetsuo Katsumata, Hisashi Sato, Takashi Chiba

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [31/32]

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【Awareness】

Tanabe-san from Boru Juku once tweeted: "I want to eradicate the phrase 'I'm just...'. Wouldn't it be great if all women in the world could respond with 'Well, yeah' when praised?" I happened to learn about this last year. "Well, yeah." This seemingly boastful gag carries, on the other hand, a sincere...

Yutaka Miyakawa

A resident of the marketing world peeked into the world of art. [14/14]

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The "desire" that pushes consumers hesitant about exclusivity is a sense of "superiority" and "security" over others.

Analysis of the "Heart-Moving Consumption Survey" conducted by Dentsu Inc. DESIRE DESIGN (DDD) in November 2025. We present insights and findings derived from the survey results. This article focuses on "limited editions" and "limited information." Manabu Tachiki of DDD examines their relationship with the "desire" that pushes consumers to act.

Manabu Tachiki

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [30/32]

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Spreading the Culture of "Living Like a Local" in the Japanese Market Too: A Decade of Close Collaboration with Airbnb

Mr. Jinichi Yano, Dentsu Inc. Business Producers Division 20, who has accompanied Airbnb as a partner Seven years have passed since the implementation of the Residential Lodging Business Act (New Minpaku Law). While terms like "minpaku" and "homesharing" are commonplace today, establishing them required fostering a new industry, a new culture...

Jinichi Yano

Taking on the Japanese Market! What's the Success Formula for Foreign Companies? [2/2]

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There is no better tool for connecting physical and mental health with society.

We spoke with Junichi Kawai, who connected with the world through swimming and now stands at the forefront of policy as Commissioner of the Japan Sports Agency. We asked him what his own sports experiences brought him, why competitions transform people, and how Japanese society should engage with sports moving forward.

Junichi Kawai, Dai-Nichi Co., Ltd. Ohinata Kuniko, Bunichi Katsumi

Visualizing the value of sports. "Sports Future Research Notes" [3/4]

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What social action requires is the power to elevate ideals into everyday corporate activities.

We asked Koichi Kaneda, Chair of the Selection Committee for the Dentsu Inc. Advertising Award SDGs Special Prize, and committee member Shiro Oguni to share key points to keep in mind regarding corporate social action, drawing on their own experiences.

Koichi Kaneda, Shiro Oguni

Tips for Creating Sustainable Advertising Are Here! ~ Advertising Dentsu Inc. Award SDGs Special Prize [7/7]

130

Frank Feltens

Dentsu Inc.'s Yutaka Miyakawa's series "A Resident of the Marketing World Peeks into the World of Art." It had been a year and a half since I last met Frank Feltens. In the meantime, Feltens had been promoted to Chief Curator. Feltens and others at the Smithsonian Institution's National Museum of Asian Art...

Frank Feltens, Reiichi Noguchi, Yutaka Miyakawa

A resident of the marketing world peeked into the world of art. [13/14]

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What is the integrated TV and digital planning strategy supporting Marugame Seimen's upward trajectory?

This series introduces emerging services within the increasingly sophisticated TV media landscape and showcases advertiser case studies utilizing these services. We explore how TV commercials can be effectively leveraged, considering advertisers' KPIs and challenges. This installment features Toridoll...

Sōju Eda, Shunsuke Yoshioka, Yasuaki Yamashita

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems [5/5]

190

The appeal demanded varies by industry! What should companies communicate now?

The "Attractiveness Brand Survey" analyzes what corporate activities and facts consumers find appealing and how these are communicated. This survey utilizes the "Attractiveness Branding..." methodology developed by the Corporate Communications Strategy Institute (within PR Consulting Dentsu Inc.).

Shohei Suetsugu

Fact-Based "Attractiveness Branding Model Ver.3" [2/2]

50

Proposing actions that engage people unfamiliar with social issues and allow them to tackle challenges with a smile.

Koichi Kaneda, Chair of the Selection Committee for the 78th Dentsu Inc. Advertising Awards SDGs Special Prize, and committee member Shiro Oguni introduced the winning entries while discussing key points future sustainability advertising should pursue.

Koichi Kaneda, Shiro Oguni

Tips for Creating Sustainable Advertising Are Here! ~ Advertising Dentsu Inc. Award SDGs Special Prize [6/7]

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[Participants Wanted] Do! Solutions Webinar: "How Do Insights That Move People 'Grow'?" February 19

Do! Solutions, an information portal operated by Dentsu Inc. to solve business challenges, is recruiting participants for its webinar "The 'Patterns' of Thinking Required in the AI Era: How Do Insights That Move People 'Grow'?" to be held on Thursday, February 19.

Online (Zoom)
[2026/02/16]

0

We want to visualize the connections between those who "play, watch, and support."

The "Sports Future Research Notes" series explores the value of sports through qualitative and quantitative analysis. In the second installment, we spoke with Kuniko Ohinata, a Paralympic alpine skier and Director of Dentsu Inc.'s Sports Future Research Institute. She shared insights on the value of sports gained through her athletic career and the direction the Sports Future Research Institute aims to pursue.

Dai-Nichi Co., Ltd. Ohinata Kuniko

Visualizing the value of sports. "Sports Future Research Notes" [2/4]

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