PROGRAM

BM-3 Branding in the Digital Age: Challenges and Opportunities

We will explore the evolution of brand building and creative in the digital age and discuss the challenges and new possibilities facing advertisers and marketers.
The focus will be on consumer behavior changing with the growth of digital media and the need for brand initiatives that are not closed to digital alone, such as digital x TV. The importance of Purpose Branding and sustainability will also be covered, and we will discuss how companies can increase the long-term value of their brands.


We hope that everyone will take away the following.
・How to effectively evaluate branding in a changing digital environment
・Scientific methods for improving brand recall to maximize ROI
・Best practices for creative strategies in BtoB and BtoC markets

• Moderator

  

  Kazuto Hakata

  CyberAgent, Inc.

  Internet Ad Agency 　 General Manager

  

• 

  Haruka Sugawara

  NIVEA KAO Co., LTD

  Digital Marketing Acceleration Team / Digital Marketing Supervisor

  

• 

  Rintaro Kane

  Fujitsu Limited

  Global Marketing Unit Corporate Marketing Division Manager

  

• 

  Masaki Tabe

  Representative Director and CEO, of Novasell.

  Senior Vice President and CMO of Raksul.