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Spikes Asia 2019: What to Expect on Toshihiko Tanabe’s “Don’t Let ‘Purpose’ Ruin Our Industry” Session

On September 26, Thursday, Dentsu Inc.’s Creative Director and Japan’s Creative Person of the Year awardee Toshihiko Tanabe will answer two questions: (1) What does being authentic to your brand mean, and (2) how do you find the right connections for your brand.

His session, entitled Don’t Let ‘Purpose’ Ruin Our Industry, will look into brand activities and how the idea of contributing to a better society is becoming the norm for it. However, with the term ‘cause-washing’ cropping up in the industry, not all brand activities are effective in capturing the hearts of audiences to truly make a change. 

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With two decades of experience as a brand consultant and a creative director at Dentsu, the fifth largest advertising agency network in the world, Tanabe will also look into finding the right connections for brands and taking part in creating a better world. 

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