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NEWS
(NEW!)
"The Dentsu Way" is now available in Thai language
September 28, 2012
"The Dentsu Way: Secrets of Cross Switch Marketing from the World's MOST INNOVATIVE ADVERTISING AGENCY" (published by McGraw-Hill in 2010) was published in Thai language by NATION BOOKS on May 3rd this year.
NEWS
Cross Communication was introduced at a conference "Brand Day 2011" presented by AKAR in Russia
March 21, 2012
On December 1, 2011, the Russian Association of Communication Agencies (AKAR) and the Association of Branded Goods Manufacturers in Russia (RusBrand) jointly organized the one-day event, "Brand Day 2011", in Moscow.
At the business conference, Dentsu Group Russia hosted a session under the title "Innovation Technology and Advertising".
NEWS
"Dentsu Cross Communication Forum" took place in Beijing and Shanghai
March 21, 2012
Celebrating the debut of the Chinese language edition of "Cross Switch" book in China, "Dentsu Cross Communication Forum" was an event targeting clients, journalists and academics that was held in China´s two largest cities, Beijing and Shanghai in November 2011.
NEWS
Dentsu released the Chinese version of CROSS-VALCON, the purchase-process analytical tool
November 1, 2011
On November 1, 2011, Dentsu announced the release of the Chinese language version of Dentsu original tool CROSS-VALCON which was developed in conjunction with Beijing Dentsu Advertizing Co. Ltd. to celebrate the publication of "Cross Switch" book in Chinese language.
NEWS
Chinese edition of "Cross Switch" finally appeared in market! October 30, 2011
The book "Cross Switch: How Dentsu Creates Cross Communications" was translated into Chinese language and published by China Citic Press.
NEWS
"The Dentsu Way"steals the spotlight in India: Indian business newspaper, Business Standard, fixes its eyes on "The Dentsu Way" in its April 11th edition
September 27, 2011
Business Standard, India´s executive business newspaper, published an article introducing the contents of our book "The Dentsu Way" along with the interview with our Senior Vice President Yuzuru Kato on April 11th 2011.
Column
Another Cross Switch: "The Scion xD: Little Deviant Campaign"
January 31, 2011
"Cross Switch," the main theme of "The Dentsu Way," is an original method for effectively implementing "Cross Communications," a field that has drawn considerable attention throughout the world. The term "Cross Switch" was coined by Dentsu to express the concept of "Using Cross Communications to flip a switch in the consumer's mind."
NEWS
"The Dentsu Way: Secrets of Cross Switch Marketing from the World´s MOST INNOVATIVE ADVERTISING AGENCY": Published on Dec. 17, 2010
November 26, 2010
We have developed a sophisticated new Cross Communication strategy—and now it´s being revealed for the first time in English. In a world saturated with marketing messages, making your offering relevant is your biggest challenge.

 

  Purchace on Amazon
NEWS
Dentsu develops "Motivation Clusters" as a marketing survey method focusing on the perspective of human psychological needs, and begins providing data
November 26, 2010
Dentsu has developed "Motivation Clusters" as a new marketing survey method that focuses on the perspective of human psychological needs, and has begun providing data based on an original consumer database.
NEWS
Presentation at "Asia Pacific Media Forum"
November 26, 2010
The 4th Asia Pacific Media Forum (2010) was held from June 2-4, 2010, at the Grand Hyatt Bali in Indonesia. It was hosted by the Association of Asia Pacific Advertising Media, and sponsors included International Advertising Association (IAA) and the Asian Federation of Advertising Associations
Column
How do you analyze the effect of Cross Communication?
March 30, 2010
Recently, we are often asked, "How do you analyze the effect of Cross Communication?" In the case of single-media communications like television commercials and Internet advertisements, there are clear indexes such as GRP(Gross Rating Points) and impressions, and methods for analyzing effects, for the most part, have already been established.
Column
Stimulate "Human psychological needs": From the "Communication Motivator Survey"
November 04, 2009
When we analyzed items related to "basic human needs" in the "Communication Motivator Survey" according to gender, age, and other attributes, the results showed some prominent characteristics, and offered hints that can be used in planning activities. We will introduce a few examples here.
NEWS
"Communication Motivator," a consumer analysis method that uses psychology to create Cross Communication scenarios has developed
November 04, 2009
Dentsu's "Cross Communication Development Project" developed "Communication Motivator," a consumer analysis method that uses psychology to create Cross Communication scenarios. This method focuses on "human needs (motivations)." It strategically stimulates consumers´ needs, and supports planning that ties into purchasing behavior. This method can be used in the creation of Cross Communication Ideas, and a broad range of other communication design activities aimed at capturing the consumers´ hearts, including new product development, brand evaluations, consumer profiling, and store design.
NEWS
Korean edition of "Cross Switch" published!
November 04, 2009
The Korean Edition of the book "Cross Switch: Dentsu´s approach to creating Cross Communication" (original Japanese text published on August 28, 2008) was released on September 15, 2009. It can be purchased at major bookstores throughout Korea, and at Internet bookshops.
NEWS
The presentation about the Cross Communication was made at the Advertising Research Foundation (ARF) conference
June 25, 2009
The presentation about the approaches to Cross Communication and related survey results were made at the Advertising Research Foundation (ARF) conference.
“Re:think 2009: The ARF Annual Convention + Expo” was held in New York City from March 30 to April 1 by the Advertising Research Foundation (ARF). We gave a presentation entitled “Marketing Activity, Blogging and Sales - New Consumer Behavior Model in Cross Communication.” at the conference.
NEWS
“Scenario Idea Session” held as part of the Dentsu Asia Network Training Program
June 25, 2009
“DNA-College,” the Dentsu Asia Network Training Program, was held from March 10 to 12 at Dentsu Asia´s new Singapore office. Staff from 16 Dentsu Network locations across Asia participated in a “Scenario Idea Session.” training program.
NEWS
Cross Switch: Dentsu’s Cross Communication Web is Open!
March 31, 2009
This Web site on Cross Communication is provided by the ‘Dentsu Cross Communication Development Project.’ It offers a wide range of contents, including unique approaches to Cross Communication, as well as planning processes, services and solutions, and the latest information.
Column
Core Ideas and Scenario Ideas as viewed through the “Resident Evil : Extinction” campaign, a strong contender at the Cannes awards in 2008.
January 09, 2009
As a follow-up to the previous column, we will introduce a campaign that received an award at the 2008 Cannes Lions International Advertising Festival: the campaign for the Japanese opening of the film “Resident Evil : Extinction,” distributed by Sony Pictures Entertainment Inc. This campaign, which ran during October and November of 2007, was on the short list for the Media Lion award. Here, we will look at this campaign, with a focus on “Creating Core Ideas and Scenario Ideas.”
Column
“Jump Square” launch campaign, winner of the “Bronze Lion” at the 2008 Cannes Lions International Advertising Festival.
November 20, 2008
The 55th Cannes Lions International Advertising Festival was held in France from June 15 to 21, 2008. This is the world's largest advertising festival, and has gained particularly high recognition among numerous international advertising awards for its scale, the composition of its judging panel, and the high level of the award-winning works.
Many Japanese advertisements have won awards, and Japanese planners and creators are expected to play an increasingly important role on the international stage.
NEWS
Dentsu has developed “DENTSU-CONNECT MEDIA™,” a Cross Communication planning system for analyzing the relationships among media, and began operation of the system.
September 8, 2008
Dentsu's “Cross Communication Development Project” has developed, and is now operating, “DENTSU-CONNECT MEDIA,”- a new type of analysis and planning system that allows you to analyze, in detail, the relationship between consumers and media/information. It supports proposals for Cross Communication strategies at the vehicle level, by focusing on the strength of connections among each media.
NEWS
“Cross Switch: How Dentsu Creates Cross Communications”: Published.
August 28, 2008
This text provides an easy-to-understand explanation of Cross Communications, based on the approach that “Cross Communication means creating scenarios that move the targets.” It introduces the latest talked-about examples, methods for developing ideas, and practical know-how that can be put to use immediately. This is an essential text for those who are involved in planning, or who want to learn about planning.
Column
Net searches triggered by advertisements are gaining popularity in all age groups Media trends that have come to light through the “Consumer's Cross Communication Behavior Survey”
August 4, 2008
According to the consumer’s Cross Communication Behavior Survey, during the past month, a high ratio of respondents (about 68%) searched for a keyword that they saw in an advertisement.
It has become increasingly common for consumers to search the Internet after they have seen an advertisement, but Scenario Ideas are important to ensure that they take action independently.
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