Q&A: Shingo Suzuki – Senior Planning Director, McCann Worldgroup Japan

Leading up to this year’s AME Awards, we sat down with Grand Jury members for an interview series that shines a spotlight on some of the most respected names in the industry.

Next up is a conversation with 2024 Grand Jury member is Shingo Suzuki, Senior Planning Director at McCann Worldgroup Japan. He brings years of experience to the jury panel.

Prior to this position, he was an Associate Strategy Director at R/GA Tokyo, Japan where he worked on clients such as NIKE and also shared his talents with Publicis. Shingo began his career in the industry at Dentsu’s headquarters in Tokyo, Japan, as an Account Planner in the Sports Department, handling broadcast rights for various sports with the rights holders including (but not limited to) FIG (Federation Internationale De Gymnastique), ITTF (International Table Tennis Federation), JFA (Japan Football Association), R&A (Royal and Ancient Golf Club of St Andrews), IMG (International Management Group) and many more.


 

In the interview below Shingo shares his industry perspective on a variety topics including new technology, data analytics, how brands are embracing social responsibility, and more.

What future-forward trends and innovations are brands embracing for 2024?

There are 2 technologies that I personally am interested in:

BCI (Brain-computer interfaces):

From Neurogaming perspective, some brands are developing BCI headsets for immersive gaming experiences, allowing players to control characters or environment with their thoughts. As accessibility solutions, BCI technology has the potential to revolutionize communication and control for people with disabilities.


 

Some brands are exploring its use for controlling prosthetic limbs or assistive devices.

Quantum Computing:

From Drug discovery and development perspective, some pharma brands are partnering with quantum computing startups to accelerate drug discovery and design more effective medications. In terms of

Material science and optimization, brands that produce aircraft or car are exploring the use of quantum computing to optimize materials for their manufacturing, leading to lighter, stronger and more fuel-efficient designs.

How has the use of data analytics and artificial intelligence impacted the effectiveness of advertising campaigns?

Driven by the need to maximize impact and reach the right audience, brands embrace data analytics and AI to create hyper targeted ads, optimize spending, and leverage data driven decisions. This trifecta unlocks increased engagement, improved ROI, and ultimately, paves the way for future marketing success.

With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?

To authentically communicate values and societal impact, brands must align purpose with action, share personal stories, empower participation, measure progress transparency, and adapt based on feedback, building trust and fostering genuine connections for long-term success.

Why are effectiveness competitions like the AME Awards important?

By celebrating effective campaigns, fostering industry growth, promoting accountability, and building consumer trust, effectiveness competitions like the AME Awards act as catalysts for a healthier, more impactful marketing ecosystem.


This Q&A was published in partnership with The AME Awards. To learn more, including how and when to enter visit  www.ameawards.com

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