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ad:tech tokyo 2025.
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ExhibitionStage #2-4 Marketing at the Heart of Society — From Competition to Co-Creation: Insights from the Japan Marketing Awards Winners
Amid the rapid evolution of technology—particularly with the rise of generative AI—businesses are confronting increasingly serious social challenges and shifting stakeholder relationships.
In 2024, Japan Marketing Association updated its definition of "marketing" for the first time in 34 years (*).
Guided by this new perspective, this session will highlight how the winners of the 17th Japan Marketing Awards have driven innovation through co-creation with customers and society.
Together with members of the Japan Marketing Awards Selection Committee, award-winning companies, and representatives from ad:tech organizers, we will explore the background and practical processes behind these initiatives, outlining the emerging shape of "Marketing for Today and Tomorrow."
(*) Marketing is processes, strategies, and activities aimed at co-creating value with customers and society while fostering relationships with stakeholders through the extensive dissemination of this value.
Its overarching objective is to advance a more prosperous and sustainable societal paradigm.
Note 1: The subjects of this definition encompass corporations, individuals, non-profit organizations, and other stakeholders.
Note 2: The term 'fostering relationships' implies the process of generating new value.
