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 KK

Established: March 1, 2000

Address &Tel:
4-9-3 Jingu-mae, Shibuya-ku Tokyo 150-0001
TEL: +813-6438-1255
FAX: +813-6438-1254

Management Team:
CEO, Representative Director: Phillip Rubel
COO, Representative Director: Mitsuru Kubota

Business:
Total integrated marketing communications planning and production.

Banks:
Bank of Tokyo-Mitsubishi UFJ Omotesando Branch
Sumitomo Mitsui Bank　Aoyama Branch
Mizuho Bank Shibuya Branch

Business alliance：
SSF Worldwide, Fallon Worldwide, Saatchi & Saatchi Worldwide and Publicis Groupe Holdings

Affiliated　Organization：
Japan Advertising Agencies Association
All Japan Radio＆Television Commercial Confederation

HP：http://www.ssftoyko.co.jp

A company that believes that creativity is an economic multiplier

We believe that you must creatively calibrate the quality of the medium with the quality of the content. In the old economy, out-shouting the competition would sometimes do. But in today’s world, where people are in control of the media they choose to watch, creativity is the ultimate weapon to attract people’s interest and allow you to outsmart the competition rather than try to outspend them.

We believe every person has unique characteristics and capabilities. At Fallon, creative ideas aren’t confined within the boundaries of job titles or hierarchies. In fact, we expect every person to contribute great ideas and to flourish based on their contributions.

Arrogance stifles creativity, freethinking, new ideas, and collaboration. No single individual has all the right answers all the time. We focus on our clients’ success and let our work speak for us. We don’t have the time and patience to deal with inflated egos and industry hype.

The commitment to doing brilliant work, deadlines and the practicalities of business can generate an enormous amount of pressure. We don’t want to spend the majority of our waking hours in a sweatshop. So we hire talented individuals who love what they do and create an enjoyable environment because we believe that having fun sparks creativity. And that is what clients come to us for in the first place.

So many managers refer to their employees as a family. But that is different from using family as a business model. We see the concept of family as a practical model to support our business rather than simply as a sentimental notion. Our demand for an extremely high level of creativity in everything we do necessitate the core values of trust, support and frankness that usually found within a family. If an individual knows that his or her family is always there to support them , they can be free and confident to explore new ideas on behalf of our clients.

It is often said that the definition of madness is doing the same thing over and over again but somehow expect different results. Yet, so many marketing plans and advertising campaigns do just that. And in today’s market, who can afford to waste precious budgets by not garnering maximum effectiveness from your marketing activities? That is why we feel it is our responsibility to work hand-in-hand with clients and embrace the risk of new ideas. Then, minimize the risk through the rigors of careful planning and execution.

To us, creativity is the root of everything we do. Creativity is not simply about developing a particular print advertisement, TV commercial or website. In fact , we see creativity as primarily having two parts: The first part is about the idea that inspires specific content development. It can be in the form of a written strategy or a core concept. The second part is how that idea is brought to life (Print, TV, web, PR etc) and delivered through various media.

We measure our success by the success of our clients. And we genuinely appreciate when the ideas we generate are recognized and awarded by industry peers for creativity and effectiveness.

In Japan, agencies tend to be put into one of three boxes: a full service, media-centric domestic; a foreign branch primarily supporting global network clients; or a creative boutique. To put it succinctly, Fallon Tokyo hates to be put in a box.

Instead, we take a refreshingly entrepreneurial approach to big & small marketing issues. We don’t get bogged down in any process that would hamper enlightened thinking. We are known to be a very disciplined group and we organize ourselves to be nimble, flexible, efficient and thorough. That is why we can work with large multinational clients seeking to expand their activities in Japan, domestic based clients focusing their activities locally and smaller companies looking for strategic & creative resources.

Because we are a media neutral, idea-based company, our activities include work in all facets of marketing communications including digital, print, TV, OOH, event, promotion and PR. After all, brands don’t operate in a vacuum, and people don’t learn about brands from a single source of information, so we generate ideas that can work together on multiple platforms, creating value for our clients in not only what we create but also how we fit it all together. This approach is easy to describe but not easily accomplished. It takes the right mix of talent and experience and a whole lot of passion. And it takes a client team with a vision that is as driven about success as we are.

What do we mean by outsmart? Taken at face value, it can sound a little arrogant. But a closer look reveals that outsmart is really the lifeblood of our agency. Outsmart is our founding principal, our company philosophy, our brand architecture, approach to developing ideas for our clients and a criteria for the kind of people we hire.
It drives us to pioneer new approaches to marketing communication challenges. It frees our minds from the commonplace or expected. Outsmart is our ultimate benchmark of how we judge ourselves and generate superior success and value for our clients’ businesses.

Outsmart was the promise made at Fallon’s inception in 1981 and remains our approach today, perhaps now more relevant than ever.