CEO Insights Magazine

In Japan's rapidly evolving marketing landscape, a Country Manager with expertise in both traditional marketing communication and data-driven strategies is invaluable. This rare blend enables a nuanced understanding of local consumer behaviour while leveraging advanced analytics for targeted campaigns. A leader like Takashi Takeda possesses the ability to connect traditional methods with digital advancements, crafting effective strategies that appeal to varied audiences. This comprehensive approach is crucial for navigating Japan's intricate market landscape and maintaining a competitive edge amidst rising competition.

Takashi Takeda, the esteemed Country Manager for DOUBLEVERIFY in Japan, epitomizes the fusion of traditional marketing wisdom with cutting-edge data-driven strategies in today's digitized realm. With over 25 years of illustrious experience spanning marketing communication and brand building, he stands as a beacon of innovation and excellence. Takashi's journey encompasses a diverse spectrum, from the creative realms of brand and agency business to the dynamic landscape of data-driven marketing.

Below is an excerpt of Takashi Takeda’s exclusive interaction with CEO Insights magazine.

You possess over 25 years of strong professional experience across marketing and brand building in today’s digital era. Could you give us a glimpse of your professional growth story so far?

With over 25 years in marketing and brand building, my journey began in advertising, crafting narratives for Nestle, P&G, and Volkswagen. As CEO of DDB Japan, I steered operations before a transformative shift to Google. There, I led ad sales, digitizing traditional media spend, notably shifting TV budgets to Youtube. My tenure culminated in optimizing creative for major brands, heralding the 'Create with Google' initiative. Joining DOUBLEVERIFY in 2020 as Japan's Country Manager, I built a robust team from scratch. Today, our 20+ member unit embodies innovation and resilience in navigating the digital landscape's intricacies.

As the Country Manager in Japan, what are the latest strategic plans you have adopted to expand/optimize operations and engage customers in the market?

As the Country Manager in Japan, my latest strategic plans revolve around direct engagement with clients and brands, bypassing traditional agency routes. It's imperative to understand firsthand the challenges faced by advertisers and align our solutions accordingly. By directly conversing with clients, we not only grasp their marketing hurdles but also offer tailored strategies to address them. While this approach may ruffle agency feathers initially, it fosters stronger, more transparent partnerships in the long run. Building trust and rapport directly with clients is paramount, ultimately leading to robust three-way collaborations that benefit all stakeholders. My focus remains on nurturing healthy, sustainable partnerships rooted in mutual understanding and shared goals.

What is your approach to creating a branding strategy to create awareness and build long-term connections with customers?

Our approach to building a branding strategy is rooted in deep understanding and collaboration. We delve into the core challenges and overarching business objectives of our clients and brands, embedding ourselves in their marketing strategies. While we bring technological prowess to the table, we prioritize a holistic view, encompassing media, creativity, and verification. We aim to elevate media strategies, infusing them with data-driven precision and technological innovation. However, we recognize that creativity is equally vital, especially at the CMO level. Through joint business planning and open dialogue, we co-create solutions that propel our clients' businesses forward, fostering long-term success and enduring connections with customers.

Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?

As a leader, I embody an inspirational yet empowering ethos. Rather than commanding, I strive to inspire and influence, fostering a culture of boundless growth and innovation. I challenge my team to think beyond incremental improvements, urging them to envision possibilities tenfold larger. Mistakes are not failures but invaluable learning opportunities, integral to our journey of continuous improvement. Vital to our approach is a relentless focus on the customer, prioritizing their needs above all else. Our mission transcends mere product sales; it's about catalyzing our clients' success and prosperity. By championing a customer-centric mindset, we ensure that every action propels us toward our ultimate goal: enabling our clients' businesses to flourish.

What is the future destination you look forward to?

My future destination lies in shaping the landscape of Japan's marketing industry. Whether from the agency, platform, or technology side, I aim to cultivate a sophisticated, robust market akin to those in the US and Europe. Japan boasts the third-largest advertising market globally, brimming with potential for further growth. My vision is to accelerate the pace, drawing lessons from international counterparts and propelling Japan's marketing industry to new heights. While the specific path may be uncertain, my dedication is to contribute to the health and vitality of Japan's marketing ecosystem, fostering innovation, excellence, and enduring success for all stakeholders involved.

Takashi Takeda, Country Manager - Japan, DoubleVerify

Takashi Takeda, Country Manager at DOUBLEVERIFY  Japan, holds a degree from Keio University. With over  25 years of experience in marketing and brand building, he pioneers innovative strategies blending traditional and data-driven approaches. His leadership drives transformative growth, shaping Japan's dynamic marketing landscape.