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PR Professional of the Year - Agency

Campaign Title



Tetsuya Honda, BlueCurrent Japan

Tetsuya Honda is the founding managing director of leading strategic PR and influencer marketing boutique agency BlueCurrent Japan, part of Omnicom Group. His work in advising leading brands such as Adidas, GoPro, Kelloggs, P&G, Suntory, Uniglo and Unilever has helped BlueCurrent earn its reputation as a highly innovative strategic promotional partner that brings big ideas and creative story-telling made for multi-channel integration to reach today’s audiences. Honda has been instrumental in advancing client inroads into social media, and developed Japan’s first branded content partnership with the largest YouTuber management agency. He has led BlueCurrent’s creative work to acclaim at the Cannes Lions Festival of Creativity and Spikes Asia. In 2010, BlueCurrent was a Cannes Lion Finalist (Consumer Goods) for its Adidas Rescuing Meiso Runners campaign. To help Adidas capture a greater share of Japan’s hot-growth runner market, BlueCurrent created a market-subset it named ‘(Meiso) runners’, who are new to the sport and looking for support in technique and motivation. Then the agency built a campaign around helping them, including finding the right pair of running shoes. Under Honda’s leadership, BlueCurrent Japan has grown five-fold from 2006 to 2014 with a compound annual growth rate of 23 per cent, and posted 20 per cent year-over-year growth in 2014. The agency has grown from three employees in 2006 to 40 currently. “[Honda’s] commitment to growing the capability of his people as PR practitioners and business partners is very critical to ensuring that we are in the best position to sustain our growth and success in a very competitive market,” says Clint Navales, communications leader, P&G Japan.