Sunday, 4 January 2015

"Hybrid Experts" Morihiko Hasebe, Hakuhodo Japans 2nd largest agency

Mori from Japan's 2nd largest Agency, Hakuhodo, talks about how agencies in Japan have developed "Hybrid Experts", who have interdisciplinary skills to create non linear campaigns... how does copywriting + architecture sound? How about an art director with medical experience? outcomes are Hito Hospital and Remm Business hotel. He talks about how advertising is expanding its territory to develop products and services using skills picked up in advertising.

Born and raised in Tokyo, Mori started out as a copywriter with Hakuhodo in 1986. Driven by his passion to communicate, he undertook a wide variety of projects with creative freedom. He also produced big campaigns which reached millions. Before he knew it, he was a veteran of 28  years, with many international and domestic awards under his belt. His passion for great advertising continues to drive him. Mori has sat on the film Jury at Cannes in 2003, AdFest in 2005, Asia Advertising Award(AAA), One Show, D&AD in 2006 & 2008, and chaired at The Chillies(Sri Lankan Ad Award) in 2007. He also judged ACC, Japan’s major TVC award from 2004-2006, Spkes Asia in 2009, AdStars and CICCLPE in 2014.


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