Hiro Matsuzaki, Chief Client Officer at Omnicom Content Experiences (OCX) Japan, has worked on both the client and agency sides of the automotive industry, while a career spanning Japan and Europe has given him firsthand experience navigating different business cultures and leading across international markets.
We recently caught up with Matsuzaki to discuss the lessons he’s learned from working across cultures, the misconceptions that shape client-agency relationships, how client expectations have changed over the past decade, where he believes AI is creating genuine value in production today, and the challenges facing automotive brands.
What was the biggest adjustment you had to make when moving from a Japanese corporate environment to working in Europe?
Moving from a large Japanese corporation with a single culture, deeply rooted in shared traditions and rules, to Europe’s multi-cultural, multilingual environment was a significant shift. In Europe, individuality is expected, and one must actively build and express a personal identity.
Learning to take pride in my own perspective was challenging at first, but ultimately has proved essential for both personal and professional growth.
Looking back on your time leading sales and marketing in the Nordic region, what lessons did you bring back to Japan that still influence how you work today?
Scandinavians are exceptionally straightforward and comfortable voicing their opinions, which pushed me to communicate more directly as well. At the same time, I learned that honest dialogue must be balanced with building trust and long-term relationships.
That combination of transparency and trust continues to shape how I approach business today.
You’ve spent years on both the client and agency sides of the automotive industry. What are the biggest misconceptions each side has about the other?
One persistent misconception is that agencies prioritize creativity over business outcomes, when in reality they are deeply committed to delivering the best possible results for their clients.
I believe that greater empathy on both sides leads to much stronger collaboration.
Conversely, agencies sometimes underestimate the complexity of internal client constraints and decision-making processes. I believe that greater empathy on both sides leads to much stronger collaboration.
What’s one thing clients expect from agency and production partners today that they weren’t asking for ten years ago?
Scaling is now a fundamental expectation – technology has made it possible to produce and adapt content across markets and platforms at scale, something that was far more limited a decade ago. Speed has also become critical, with clients expecting near real-time delivery and responsiveness to market changes. At OCX, these demands are addressed through a clearly defined in-house methodology, supported by tools and processes that enable Craft That Works at scale, while maintaining quality and consistency.
What challenges are automotive brands facing today that didn’t exist a decade ago?
Automotive brands are increasingly facing commoditization, particularly as electrification and new entrants reshape the market. Differentiation is no longer driven solely by engineering but by brand, experience and ecosystem. This shift forces brands to think more like consumer-centric, technology-driven companies than traditional manufacturers.
Differentiation is no longer driven solely by engineering but by brand, experience and ecosystem.
What do you believe is the foundation of a strong client-agency partnership, and where do things sometimes go off track?
Mutual respect is the foundation – each side must value the other’s expertise and role in achieving shared goals. Partnerships tend to go off track when communication breaks down or when alignment on objectives is lost. Maintaining transparency and trust is essential to long-term success.
Where do you see AI creating genuine value in production and content, and where do you think the industry is getting ahead of itself?
AI is already creating real value through cost efficiencies, streamlining production processes and enabling more effective, personalized content at scale. At OCX, we leverage Omni and Omni AI to support production across agencies and unlock both speed and scalability.
Human direction remains essential to delivering meaningful, impactful storytelling in an ever-evolving landscape.
However, the industry may be getting ahead of itself in assuming AI can replace creative judgment and human insight. In reality, the true value comes from how people guide and shape AI. Human direction remains essential to delivering meaningful, impactful storytelling in an ever-evolving landscape.
What advice would you give to someone navigating leadership across international markets for the first time?
When working across markets, you quickly realize that the same issue can be interpreted in very different ways depending on the local context. The ability to shift perspective, wearing different lenses, is essential to understanding and leading effectively. At the same time, maintaining a clear overarching vision as your north star helps ensure alignment and consistency across diverse environments.
Quick Hits:
A useful app or tool you’ve started using recently:
AI tools like Gemini and Claude – nothing can beat them today… They help me think faster, not just work faster.
Book, podcast, or resource you recommend:
“The Culture Map” by Erin Meyer. “Who Not How” by Dan Sullivan.
Something you want to learn or get better at:
Coffee brewing.
