‘Japan’s smart consumers demand smart media; don’t betray their trust’ – IPG Mediabrands Japanese CEO Anthony Plant
In 2015 the Japan marketing world saw a series of events and a subsequent consumer backlash over the behavior and correctness of brands advertising practices around the use of influencers, stealth marketing, native advertising and the use of smartphone advertising. Japan is dealing with this and is close to putting agreed practices in place, potentially this year. So while some of the issues surrounding the way certain brands currently behave in this smart media space may not be new, what is new is the consumer response to their growing mistrust of advertisers encroaching into their private world. It is clear that brands need to move quickly to understand how to re-engage with their consumers and build advocates through a new approach.