Recruitment

Fri 11 May 2012　in Contact, SSF Tokyo

現在SSFでは、グローバルな環境でプロフェッショナルな能力を発揮できる人材を募集しています。
（応募締切は、採用者決定次第終了とします。）

募集職種
1. デザイナー
2. アカウントスーパーバイザー
3. アカウントエグゼクティブ

※各職種とも実務経験者のみ、2・3は英語力必須。

希望職種を明記の上、履歴書（写真添付）・職務経歴書等を、下記送付先までお送りください。

送付先：
〒150-0001
東京都渋谷区神宮前4-9-3
株式会社サーチアンドサーチ・ファロン
中途採用担当者　宛

＊書類選考の上、通過された方のみ、こちらからご連絡をさせていただきます。
＊応募書類の返却はいたしませんので、あらかじめご了承ください。

その他、ご不明な点等ありましたら、下記アドレスまでお問い合わせください。
hr.tokyo@ssftokyo.com

 
 

Saatchi & Saatchi Fallon Will Represent Japan On The Bees Awards 2012 Jury of 21 International Professionals

Wed 29 Feb 2012　in News, SSF Tokyo

SAN FRANCISCO, CALIFORNIA, February 17, 2012 – The Bees Awards – first international social media marketing awards for communication professional – open their 3rd Edition and announce their 2012 jury.

Phillip Rubel, CEO & Representative Director from Saatchi & Saatchi Fallon Tokyo will represent Japan. He follows Toshiya Fukuda, CEO of 777interactive and Toru Saito, CEO of Loops Communications who respectively sat on the jury in 2011 and 2010.

“One-fifth of the planet is using social media platforms. That new reality calls for a new expertise: “Social Media Marketing is not a matter of one country, one language or few companies. It is happening everywhere on the planet, in every language,” states Cara Drolshagen, Co-Founder and Vice-President of The Bees Awards.

“Last year, The Bees Awards received entries from 33 countries across 5 continents. 74% of these entries came from large brands such as Ford, Ikea, Disney, Pepsi and Toyota. Social Media Marketing is a serious business, and it is one that is gaining more momentum and power each day.”

On May 24, 2012, the jury will honor world’s best social media marketing executions of the year in order to promote expertise and ethics for a sustainable industry. Over 26 social media different categories will be reviewed by the following well renowned professionals from 15 different countries:

Claire Adams
Head of Social Media, EURO/RSCG London (UK)
José Azanza Arias
Director General Creativo, Wunderman (Argentina)
Brandon Cheung
Regional Digital Strategy Director, Tribal DDB (Hong Kong)
Bruno Clement
Head of Strategic, Creative and Digital Planning, Public Systeme Hopscotch (France)
Thomas Crampton
Asia-Pacific Director, Social Media, Ogilvy & Mather (China)
Martin Drust
Managing Partner, Kempertrautmann GmbH (Germany)
John Gagne
SVP, Executive Creative Director, Proximity (Canada)
Stephen Goldblatt
Executive Creative Director, Evolution Bureau (United States)
Attila Lonkay
Executive Creative Director, Saatchi & Saatchi (Hungary)
Tor Lowkrantz
Digital Advisor, Wenderfalck (Sweden)
James McKay
Managing Director, Quirk Cape Town (South Africa)
Mike McKay
Chief Creative Officer/Partner, Eleven San Francisco (United States)
Cortlan McManus
Social Media Director, Havas Digital Middle East (UAE)
Jonas Klit Nielsen
CEO & Founder, Mindjumpers (Denmark)
Nir Refuah
VP Creative, McCann Digital (Israel)
Mark Ringer
Executive Creative Director, TBWA\TEQUILA\ (Hong Kong)
Bill Roden
Creative Director, Saatchi & Saatchi LA (United States)
Phillip Rubel
CEO & Representative Director, Saatchi & Saatchi Fallon (Japan)
Raphael Vasconcellos
Executive Creative VP, AgenciaClick Isobar (Brasil)
Jiravara Virayavardhana
Managing Director, Ogilvy PR Worldwide (Thailand)
Ben Winkler
Chief Digital Officer , OMD (United States)

Details at: http://www.beesawards.com/2012/jury

The jury selection was based on professional recognized expertise, the references received from their peers, their passion for social media, and their geographic location. Together, they will honor the best social media marketing practices, define standard practices, and establish the standard of ethics that will foster the long term growth of the profession.

Five (5) new categories are added to the ones of last year:
-　Best Use of Ad Banners on Social Media Platform (NEW!)
-　Best Convergence SEO/SEM with Social Media (NEW!)
-　Best use of Geo-Location for Social Media Marketing (NEW!)
-　Best use of App for Social Media Marketing (NEW!)
-　Best Tool or Technology for Social Media Marketing (NEW!)

“Social Media Marketing is not revolutionary. It is evolutionary.” says Co-Founder & President, Mr. Bastien Beauchamp. “It remains faithful to the principals of the founders of our industry: Albert Lasker, David Ogilvy, and Bill Bernback. These founders felt strongly that a company should always care about its brand and its reputation, always try to build a brand that is truthful to its product, understand its consumers, and communicate with personality. These marketing fundaments don’t change and The Bees Awards 2012 Jury reflects the fact that large marketing agencies not only evolve in their practices but will also be challenged every day by small specialized social media agencies.”

Important Dates:
February 17
Call for entry: Social media, public relations, advertising agencies, brands and consultants from around the world can submit their entry at http://www.beesawards.com

April 4
Deadline to submit entries
May 24
Nominees and winners will be announced

About the Bees Awards:

Name
The Bees Awards Inc.

Description
The first international social media marketing awards for　communication professionals.

Mission
Honoring the best social media marketing executions of the year in order to promote expertise and ethics for a sustainable industry.

Location
San Francisco, California

Founded
January 2009

Principals
Bastien Beauchamp, Co-Founder & President
Cara Drolshagen, Co-Founder & Vice-President

General information:
Website:　http://www.beesawards.com
2012 Jury:　http://beesawards.com/bees/2012/jury
LinkedIn: http://www.linkedin.com/company/the-bees-awards
Facebook:　http://www.facebook.com/BeesAwards
Twitter:　http://twitter.com/BeesAwards

Media Room:　http://www.beesawards.com/bees/2012/bloggers-media

Contact: 　media@beesawards.com

 

 
 

Saatchi & Saatchi Fallon Tokyo Partners With Digital Jungle In Japan

Tue 7 Feb 2012　in News, SSF Tokyo

Digital Jungle opens Japanese office and forges new partnership with Saatchi & Saatchi Fallon Tokyo

Tokyo February 1st 2012 – Saatchi & Saatchi Fallon Tokyo announced today it would partner with Digital Jungle, a social influence digital marketing agency to provide clients with social media analytics technologies and social marketing services. Digital Jungle already has an existing relationship with Saatchi & Saatchi in China.

Phillip Rubel, Saatchi & Saatchi Fallon Tokyo’s CEO stated, “Penetration of social media is proliferating within all aspects of people’s lives in Japan. Prior to March 2011, social media activity was inherently a local Japanese one. But since last March, we’ve seen a huge spike in people adopting a more internationalized approach, particularly in their usage of Twitter and Facebook. The challenge for marketers is how to participate in the conversations going on, recognize the opportunities and then how to measure the impact of what they do.”

Dr Mathew McDougall, Founder and CEO of Digital Jungle said, “I am pleased that Digital Jungle is able to extend it’s range of products and services into Japan but also recognize the importance of having a strong local partner such as Saatchi & Saatchi Fallon to work with. We look forward to the new opportunities that the Japanese market has to offer.”

Rubel added: “Digital Jungle brings an exceptional array of analytical tools and skill sets to the table as well as the talent to work hand-in-hand with us to execute ideas. Melding with our media neutral, multi-screen focused approach to integrated marketing communications makes perfect sense. Working with Digital Jungle will give our clients in Japan a distinct advantage”.

 

 
 

Volvo Awards Japan Account To Saatchi & Saatchi Fallon

Fri 25 Nov 2011　in News, SSF Tokyo


Following an intensive review process involving several top domestic and international advertising agencies in Japan, Volvo has awarded advertising duties to Saatchi & Saatchi Fallon.

“We credit our win to a terrific team effort, despite being a late entry into Volvo’s review process. Volvo was not only able to see our understanding of the domestic car market but also the spirit and genuine enthusiasm of the team” says COO Mitsuru Kubota.

“Volvo recently announced its new brand essence “Designed Around You” which puts the customer at the center of focus from an engineering, service and total brand experience perspective” explains SSF CEO Phillip Rubel. “Volvo is also shifting how it communicates with customers by focusing on digital based activities. We were able to show how we can deliver a tangible solution for both of these key marketing issues based on our local experience with luxury brands and Swedish brands within the Japanese market.”

 

 
 

Saatchi & Saatchi Fallon Tokyo partners with Mie Project to launch Choosee, a premium organic food concept store in Omotesando

Wed 28 Sep 2011　in News, SSF Tokyo

choosee

On September 17, Mie Project opened the doors to their first store branded under the name CHOOSEE. But this won’t be just another specialty food store in the trendy Omotosando neighbourhood of Tokyo.

To begin with, the store occupies part of SSF’s first floor office space. We’ve done some unusual and breakthrough campaigns for clients before but this is a first even for us! Secondly, this is the first time that premium food importerMie Project will offer the company’s whole range of 200 packaged organic food and drinks from over 20 international suppliers in their own retail environment. Over time, they even plan to find ways to link with locally grown organic fresh produce.

“Mie Project has been keen to set up a pilot shop to enable direct contact with consumers and accelerate awareness and trial for our brands & product range” says Duco Delgorge, President of Mie Project. “I also believe this is an excellent way to support our retail customers because it builds awareness of our products that can be purchased at all the other retail shops. Mie Project is happy to partner with an advertising agency which recognizes the future of sustainable and ethical food retailing.”

So why is an advertising agency partnering with a food importer to launch a pilot store? There is no better way to understand ever-evolving consumer preferences and behavior than to actually have an operating store within our midst. Sustainable, ethical, organic and premium represents the cutting edge themes of consumer food products shopping in Japan as well as in other countries. We plan to use the store to cultivate in-store retail learning and gain insight into consumer behavior. Besides, we also believe in the products and approach Mie Project has taken and welcomes the opportunity to support them. Sustainability strategy and marketing is part of the DNA of the agency on a global basis, through our Saatchi & Saatchi S business unit. The Choosee pilot store will be a living shopper marketing laboratory for the agency.

 

 
 

Saatchi & Saatchi Fallon Launches Café Scandinavia Campaign for Electrolux

Tue 19 Jul 2011　in Work

ssf_web_cafescandinavia

Although the Swedish giant Electrolux is a household name for appliances in Europe, North America and many other parts of the world, it is not currently a well known brand in Japan. We’re about to help change all that with the launch of the Cafe Scandinavia campaign. The central part of this campaign so far is a series of web films built around an imaginary Scandinavian café. It is the perfect platform to introduce Japan to Electrolux’s premium line of high quality products. Viewers will follow the heartfelt story of how the cafe owner and a customer completely misunderstand each other. A compelling twist is the “she says – he says” point of views expressed in the film segments. And, fans can enjoy more by following the main characters through Twitter and Café Scandinavia account on facebook.

www.cafescandinavia.jp/

 

 
 

Filariasis Zero Movement – To reduce the number of suffering dogs as much as possible.

Mon 4 Jul 2011　in Work

merial_capture

Do you know a disease called ‘Filariasis’?
You may have heard of it but did you know it is actually a very dangerous disease for dogs? It could potentially lead your beloved dog to death if you do not treat the infection properly.

This disease is in fact preventable and you can do so by just giving a preventative medicine once a month to your dog. However, surprisingly, the survey shows that only one third of dog owners use this preventative medicine therefore the rest of dogs can contract this disease at any time of their life.

We do not want our dogs to suffer.
We do not want to see the tragic faces of their loving owners.

This is what lead us to launch “Filariasis Zero Movement” in March 2011.

We started this campaign by encouraging dog owners to take their dog for a check up at an animal clinic. We also asked those owners to use the preventative medicine once a month. SSF is working together with Merial Japan to support and encourage this movement

Through support of this movement, we hope to reduce the number of dogs suffering from this disease to zero. By creating awareness among dog owners about this disease we can prevent the sadness and tragedy that it causes to dogs and their owners alike. Please help us to spread the word to all dog owners and put an end to this terrible affliction.

www.filariasis-zero.jp

 

 
 

New Year Party 2011

Fri 28 Jan 2011　in SSF Tokyo

_MG_6399

On the 25th of January, we hosted our annual New Year Party. As usual, we transformed our office garage into an Izakaya and the 1st floor conference room plus patio into a Bar & BBQ Grill fortified with plenty of wine, champagne and Heineken. We welcomed and entertained many clients. “Aizawa-ya”, served and cooked by our SCD Aizawa san, was offering some tasty Oden and Japanese stew. Our CD Uemura san was in charge of the Yakitori and skewered plenty of delicious Japanese grilled chicken. And of course, we need to thank our in-house wine sommolier, Kato san for his excellent selections and tasting notes. And last but not least, we appropriately ended our party with Mochi-tsuki (traditional Japanese rice cake making). We hope you enjoyed our party and a big thank you to all. We wish you the very best for 2011.
 

_MG_6427

 
 

Reebok Taikan Viral Video 2nd Most Viewed In All Of Japan for 2010

Tue 21 Dec 2010　in News, SSF Tokyo

図1

“The Reebok viral campaign for the Taikan line of performance wear is an excellent example of how to do a viral campaign right. The KPI results speak for themselves “, so says Zach Taub, Reebok’s Brand Director. The video is a parody based on a very well known exercise show in Japan.
 

The campaign ran from April 1 to mid-May and was designed to raise awareness of the Taikan product line. The icing on the cake for this campaign was the recent announcement by YouTube Rewind [see www.youtube.com/rewind] that the viral video was the second most viewed video on YouTube in Japan in 2010. “We were only beat out by a famous local celebrity model’s very sexy fashion shoot film called Glamorous. So if we’re going to come in second to somebody, it might as well be to something like that” jokes Taub. Currently the Taikan video is closing in on 2 million views. [See: http://www.youtube.com/watch?v=Ep4JAf8hECE]
 

“We had hoped to get 100,000 views in six weeks – we got 134,000 views the first day and over 1.6 million views by the six week mark.” explains Phil Rubel, Saatchi & Saatchi Fallon’s CEO. “In addition to the YouTube views, we also achieved over 550 million yen’s worth of free TV exposure as almost all the key stations in Japan featured the video, the products, the performers and sometimes even Reebok representatives on their shows. We had expected some media exposure but never anticipated anything this big.”
 

“However a successful viral campaign involves much more than a great piece of film placed on-line. The agency carefully crafted a plan that was supported by some integrated activities that would detonate maximum exposure of the video in a short period of time.” added Taub.
 

“ The key to success was two-fold”, Rubel further explains “First, the campaign taps into a tremendous cultural icon. The daily calisthenics show had been on TV for decades and almost everyone growing up in Japan knows about it and has probably exercised to it at some point. Secondly, the campaign was based on an insight that everyone can relate too – which is people’s penchant for purchasing expensive new equipment to improve their game, rather than improve their own physical core. That’s the essence of the creative strategy that led to the idea of launching the fake ‘next generation’ of the calisthenics show. And, of course, the surprising twist that people saw when they viewed the video which our creative team came up with made it absolutely irresistible not to pass on to friends.”
 

 
 

New Campaign For Dyson Blends Company Philosophy, New Products And Customer Interaction.

Tue 1 Jun 2010　in Work

For the past 6 years we have helped tell Japan about the core essence of Dyson: An engineering-centric technology company that reinvented the vacuum and most recently, the electric fan. The 2010 campaign works at several different levels of communication:

1. The “Philosophy(Encouner/Perfectionist)” ads focus on the core values of the company and James Dyson’s appreciation for the Japanese concept of kaizen (continuous improvement working towards perfection) and how it impacted his own approach to product development

 

2. The DC26 “No Gimmicks” ads emphasize Dyson’s single-mindedness and purist approach to what’s important when it comes to vacuum cleaning: the best dust pick-up due to no loss of suction. That is why Dyson engineering would never develop machines that have add-on features that do not contribute to continuously picking up the most dust.
 

3. Our on-line efforts entitled “Truth About Dyson” provides a forum for people to ask questions and challenge Dyson’s approach to technology. It even deals with misperceptions that some people may have about Dyson by having real Dyson engineers respond to the issues.

These three components work in synergy to add relevancy of Dyson’s approach to engineering to the everyday lives of consumers in Japan.

 

 
 

Saatchi & Saatchi Fallon Tokyo Launches Global Campaign For Toyota

Thu 6 May 2010　in Work

Toyota HSD

Explaining Hybrid Synergy Drive To The World.

Saatchi & Saatchi Fallon Tokyo was awarded the assignment in the Spring of 2009.

The challenges included how to explain a sophisticated technology in simple terms, not be car model specific and make sure it would be relevant to markets with varying degrees of HSD penetration and comprehension.

The solution: Meet Engine & Motor, two animated characters we created who explain how HSD works and the technology’s advantages via TV and web executions.

The campaign began rollout in the Spring of 2010 to over ten markets around the world.

Campaign website: http://www.hybridsynergydrive.com/the-full-hybrid/

 

 
 

Saatchi & Saatchi Fallon Tokyo Debuts Viral Campaign For Reebok’s TAIKAN® Performance Clothing

Wed 28 Apr 2010　in Work

TAIKAN

On April 1, SSF launched the viral component of the Reebok Taikan campaign. The short video is a “tip of the hat” to the original “Radio Calisthenics” morning exercise show that has been broadcast in Japan since the 1920’s, originally on radio and then on TV. Everyone growing up in Japan is familiar with the television calisthenics program and many companies and schools still routinely do the morning warm-ups together.

The staging and music of the Reebok TAIKAN® version at first looks almost exactly like the original. However an unexpected twist occurs when the on-screen female participants suddenly break from the normal routine to perform incredible feats of flexibility, balance and strength. And, of course, they are wearing TAIKAN® performance enhancing clothing.

The video was viewed over 100,000 times within its first 24 hours of release compared to an objective of 10,000. Viewers are directed to the TAIKAN® product website, which is experiencing almost a quadrupling of daily visits.

You can view the video for yourself at:
http://www.youtube.com/watch?v=Ep4JAf8hECE

 

 
 

Succeeding In The Participation Economy

Tue 26 Jan 2010　in News

Succeeding_In_The_Participation_Economy_TopImage


Succeeding In The Participation Economy
By Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo

Everyone in marketing now knows that companies are no longer in control of their brands. Of course, the general public has known this for quite some time. But the past 18 months of economic turmoil has brought this point glaringly to light. The combination of tougher economic times combined with the myriad of ways people now have of connecting with each other to voice their opinions, entertain and learn valuable information has created an environment that we refer to as the Participation Economy. Marketers can no longer control what is said to vast amounts of the population about their brands.
The proliferation of communication channels and screens (TV, Computer, Mobile) has also given the world of marketing an intractable case of Attention Deficit Disorder (ADD). Where should brands be spending their budgets? How to measure success? How to generate efficiencies? These old marketing questions now take on new meaning in the Participation Economy.
Perhaps the starting place is to re-think and re-frame marketing communication in general. We’ve evolved from “marketing to” to “communicating with” to “creating with”. And it’s no longer about a “return on investment”. Instead, think “return on involvement”.
The combination of tough economic times and loss of control of brand-related content has also contributed to the polarization of consumption patterns. If your brand can’t truly differentiate itself and find an emotionally compelling reason for people to purchase, the decision to purchase will simply be a logical one, built on a decision-making framework of features, cost and accessibility compared to your competitors. But if your brand can create an emotional reason to connect with people, they will be willing to pay a premium for it, to seek it out, will remain loyal and may even become an advocate for you among family, friends and co-workers. Now which consumption pattern would you prefer your brand to play within? And which do you think is more economically sustainable?
Brands need to evolve beyond “branding”. We refer to this as creating Lovemarks. Lovemarks are products, services, countries, people – really anything – that a person can love beyond reason. We all have them. Our favourite shampoo, car, vacation spot, watch, ice-cream, coffee, school, movie, neighbourhood, laptop, mobile phone and so on that regardless of their quirks or cost, we simply can’t do without. I’ve witnessed polite dinner conversations turn into thirty-minute gushing conversations about why someone loves their Dyson. And don’t ever try to tell me that you don’t like my favourite brand of briefcase. Or how about a football fan’s favourite team? Or in my case, a hockey team that hasn’t won the cup since 1967. Lovemarks, the ultimate destination of a sustainable brand.

I would like to leave you with three questions I believe you will need to answer in order to create your own Lovemarks in the Participation Economy:

1. How can your brand help shape rather than follow popular culture?
2. Why would someone become an advocate of your brand instead of your competitor’s?
3. What SISOMO (Sight, sound and motion) neutral ideas does your marketing plan contain to spark the imagination, stir the hearts of and start a conversation among people?

In the Participation Economy, it’s not about spending more, disrupting the status quo or even integrated communications. It’s about transparency, an ongoing relationship and using creativity as an economic multiplier to build a Lovemark, supported by advocates beyond your marketing and sales departments.

 

 
 

Shu Uemura

Fri 18 Dec 2009　in Work

SHU RED

This year shu uemura developed a breakthrough skincare product, red:juvenus. The line is a unique and innovative anti-aging skincare product series that intensely energizes and revitalizes the skin. Our task was to build awareness, generate interest and motivate trial.

We decided to focus on the product’s sense of “flow” derived from the main ingredient, amalaki. So we dramatically expressed the concentrated power drop with the visuals.

You will find red:juvenus on shu uemura counters worldwide, however the release dates varies by country. Enjoy the flow!

Photographer: Koichiro Doi

 

 
 

Masaki and Marina’s Paris Trip

Fri 27 Nov 2009　in SSF Tokyo

Out-of-the-blue, from November 4th thru the 8th, Masaki and Marina headed to Paris for a Lancome photo-shoot. Although their stay was short we thought we would give you a little report.
 

paris-01

The glass building is Publicis Groupe’s worldwide headquarters,  Publicis is SSF Tokyo’s parent company. The beautiful building is next door to the Arc de Triomphe at the western end of the Champs-Élysées.  
 

paris-02

On the left is the original Publicis ashtray, with the lion logo etched into the stone; indoor smoking is even prohibited in France these days! On the right is a cute poster for the Publicis Drugstore on the first floor of their headquarters. What do you think, the French touch?
 

paris-03

Dinner with Christine, our Publicis coordinator, on our 1st night in Paris. And on the right is the entrée she recommended, grilled cheese with honey. It was delicious!
 

paris-04

Before heading back to Tokyo we did some sightseeing around Paris. The building behind Masaki, on the left, is one of the oldest in Paris. Supposedly built sometime during the late 1500’s to early 1600’s (Azuchi-Monoyama Period in Japan). At the last minute, Marina forced herself into Galleries Lafayette which was wrapped up in Christmas illuminations. We didn’t have time to take any pictures of us working, but, naturally, we did our very best. It was hectic during the shoot!