PROGRAM

MC-6 IP Strategy: Dependency or Co-Creation?

“If you partner with a famous IP, your brand will grow”—but does that popularity truly strengthen the brand? This is for marketers, brand managers, IP holders, and partnership managers considering IP tie-ins and co-creation. Currently, there’s a growing trend among IP holders to adopt a more flexible approach to tie-ins. That is precisely why the key question is how to distinguish between “dependence”—borrowing buzz and popularity—and “co-creation”—combining each party’s strengths while preserving both the brand’s identity and the IP’s unique character. How to select IPs, how to structure collaborations, how to engage with fans, and what to preserve—we’ll delve deeply into not only success stories but also lessons learned from past failures, so you’ll leave with a clear framework for making informed decisions as you move forward with your next IP project.

• Moderator

  

  Hirota Takada

  X Corp. Japan K.K.

  Global Content Partnerships | Partner Manager Anime, Manga & Music

  

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  Masayoshi Okuda

  Recruit Co., Ltd.

  Director, Automotive Marketing Department, Marketing Division

  

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  Kenji Takeyama

  Shueisha Arts & Digital Inc. Data Marketing Department, Professional Expert

  Shueisha Inc. IT Strategy Planning Department, Data Marketing Office

  

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  Nozomu Imai

  JTB Corp.

  Brand, Marketing & Communications Team