Chuk Besher Part 1 | Creative In Japan With Coca-Cola & Grey Group

Topics Discussed and Key Points:

● The type of advertising that resonates with Japanese consumers

● Marketing lessons learned after working at Grey Group from 1988-1991

● Ecommerce in mid-1990s Japan

● Brands that did in-store marketing well in the 1990s

● Producing media for Coca-Cola in Japan

● Working with the teams at the 2008 and 2012 Olympics, and the 2010 FIFA World Cup

Episode Summary:

Today on The Negotiation, we speak with Chuk Besher, Executive Producer at 3Minute, the digital media arm of GREE, a Japanese internet media company that provides mobile social networking and mobile technology services.

A content marketing specialist, Chuk’s clients range from the luxury, hospitality, fashion, and pharmaceutical industries. He leads the production of a variety of branded content for these companies, from events to video storytelling to advertising.

Chuk speaks on the type of advertising which resonates with Japanese consumers, which he calls “advertising that is not advertising”. He says that consumers are sophisticated enough to turn away from traditional, in-your-face messaging. Good marketers craft stories around their products and services which not only inspire, entertain, or educate, but also allow consumers to relate to the brand itself.

He shares lessons learned about brand localization after being recruited into Grey Group as a fresh grad in 1988. Chuk explains that if you have a local brand which you are bringing into a market like Japan, it is not simply a matter of translating the copy. Grey taught him that having local knowledge and insight was even more important in bringing success to a brand in a new market.

Speaking on his 8+ years of experience as Director of Branded Media for Coca-Cola, Chuk explains that the brand’s immense success can be traced back to Coca-Cola’s commitment to omnipresence. In today’s market, however, it has now become important not just to be everywhere, but to be meaningful everywhere. This means having a symbiotic relationship between marketing and creative, and having the message, as well as the delivery of the message, be specific to the target audience.

Finally, Chuk shares how he continued to use the approach of “advertising that is not advertising” during his involvement in the 2008 and 2012 Olympics, along with the 2010 FIFA World Cup.

Key Quotes:

“The type of advertising that resonates with Japanese consumers—and it’s not unique to Japanese consumers, per se—is advertising that is not advertising.”

“Maintain brand integrity—do not lose sight of what the brand stands for. At the same time, make sure that it is meaningful and resonates with the local consumer.”