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Date : July 16, 2009 13:30-17:30
Venue : Dentsu Head Office, Minato-ku, Tokyo
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| On July 16, 2009, we held a seminar titled “Marketing Innovation 2009” which was attended by more than 330 people. We thank all who attended. There were two panel discussions and lectures by two companies, as well as a presentation that introduced the Dentsu Group’s collective knowledge of a new way of marketing called “Marketing Process Design.” |
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In the 1st panel discussion, Kenji Shiratsuchi, Executive Officer of Dentsu; Kenji Ryu, Senior Executive Director of ISID; and Naohiko Oikawa, President & CEO of Dentsu Netyear Abeam appeared on the stage to discuss “Sense & Respond with Creativity”. This is a new idea which involves listening to the voice of the customer carefully, precisely understanding customer insight, and accurately responding to customer expectation. It is based on the premise of the older marketing process of “mass production and mass sales.”
The panelists said we must go beyond the communications field by integrating consumer insight to utilize advanced IT structures and “Progressive Creativity” so we can provide solutions in the fields of “planning and development,” “design strategy”, “concept making”, and “client relations.” |
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| Next, as an example of “Marketing Process Design”, Takeshi Owada of BMW presented “BMW’s Relationship Marketing” about the their process from website communications through to actual sales. Then, Toshiaki Shimizu and Hideki Ichikawa of HMV Japan made a presentation titled “HMV One-to-One Marketing Emphasizing ROI” which showed the development of that project from its background through to its introduction and actual results. |
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| In the 2nd panel discussion, Koichi Yamamoto of Dentsu Institute, Hirokazu Baba of ISID, Kotaro Wakamatsu of Dentsu e-marketing One, and Naohiko Oikawa of Dentsu Netyear Abeam presented a part of the Dentsu Group’s services that support the integration of technology and creativity, or as they call it, “Marketing Process Design.” They also discussed the three themes of “Sense & Respond,” ”Integrate,” and “Creativity – The Power to Make a Vision Reality.” |
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Solution Fields of the Six Participant Companies
| Communications |
Dentsu
Dentsu Razorfish |
| Marketing |
Dentsu e-marketing One |
| IT |
ISID
Interlogics |
| Consulting |
Dentsu Netyear Abeam |
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| For any inquiries about the seminar or services of the Dentsu Group (and the six participating companies), please contact the Marketing Innovation 2009 office at Dentsu.(e-mail : info@mpd-dentsu.jp) |
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