Agency business is currently undergoing dramatic change.
Digital and mobile are not just changing marketing and sei-katsu-sha experiences. They are fundamentally changing the agency business environment.
Tech platforms like Google, Facebook and Amazon have penetrated all facets of people’s lives and we now negotiate partnerships with them to use their data.
Meanwhile, consulting firms, which used to inhabit a different world, today compete in our world.
Conducting business with China and India, you can feel the enormousness of their markets, and the people’s dynamism and expectations for growth. The sense that these countries are about to become the markets that lead global marketing is palpable.
Because we live in days of great flux, Hakuhodo’s data-driven marketing team uses data to uncover sei-katsu-sha insights and create new integrated marketing and client business.
Toward this, I myself experience new digital and data formats as a sei-katsu-sha myself, and translate the client’s needs and language for sei-katsu-sha by reducing tech jargon as much as possible. From there, I clarify what the client’s business goals are.
Thinking from scratch about the kinds of business that are possible using market and client data excites expectations about the potential for unexpected experiences and growth. Data-driven marketing holds unlimited potential for the age of change.
Roles and titles current when this article was published in July 2018.