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Japan/Korea PR Consultancy of the Year

Campaign Title



Edelman Japan

Edelman’s vision is built around ‘DNA’: Differentiate its offer, nurture its talent and accelerate the adoption of new skills. As well as its work, a key point of differentiation in the Japanese market is Edelman’s ability to work cross-border and cross-practice, allowing it to work with offices in other markets and leverage specialist skills for Japanese clients. As a growing number of Japanese companies move overseas for growth, the agency believes it is best positioned to help clients raise awareness in markets outside of Japan. It recently worked with its Korea office to help Nagasaki attract Korean tourists; with its Silicon Valley office for an award-winning campaign for Power Japan Plus to launch its dual carbon battery technology; and with Edelman’s London office to assist insurer SompoJapan in its announcement of the acquisition of Lloyds’ insurer, Canopius. The agency’s biggest cross-border project was assisting the Nikkei newspaper group launch a new pan-Asian English-language business publication. This required collaboration across numerous offices: in Sydney, Melbourne, London, Hong Kong, Singapore, Indonesia, India, Thailand, Malaysia and New York. The agency’s local business has brought in US$3.4 million to the network a big shift from Japan office’s overreliance on the network a decade ago. For its talent, Edelman offers exchange programmes that provide its employees with opportunities to live and work around the world to learn the latest PR strategies. It claims to have retained 100 per cent of its Japan-based management team and 85 per cent of its entire staff during the eligibility period.