Communication is a must for brands of any kind to thrive in our digital age. Reaching your audience strategically can make the difference in the way consumers adopt and transform the their own self-image of a new product into a reliable staple.
With this in mind, Shiseido has completed the acquisition of JWalk, one of the most up-and-coming creative agencies available today. Procuring such a team with such modern knowledge of design and creative ingenuity brings the opportunity to further build many of Shiseido Company’s brands across the globe.
“Creative excellence is at the core of consumer communication and is key to building the value of our prestige brands. I am convinced that JWALK will add significant intangible value and capabilities to our marketing efforts, especially in leveraging their digital communication expertise, stated says Masahiko Uotani, president and chief executive officer of Shiseido Group, who added, “I also look forward to JWALK’s collaboration with our creative teams in Tokyo on key projects to deliver creative excellence on a global scale.”
The sentiment was echoed by Marc Rey, president and chief executive officer of Shiseido Americas, as to the impact of bringing in a group like JWalk towards Shiseido’s growth.
“Creative power and agility have never been more important to a brand’s success. JWALK’s team members are bold, talented experts who have delivered stunning results by pushing the envelope in thoughtful, innovative and integrative ways,” said Rey. “They bring tremendous expertise and energy in creative content, digital design, and brand building and will help our brands drive creative excellence across the board.”
President of Shiseido America’s Global Makeup Center of Excellence, Jill Scalamandre, commented that she is “excited to begin working more closely with Doug and his team.”
“JWALK will be an integral part of our global strategy for accelerating makeup growth across our portfolio,” Scalamandre elaborated. “I have been a big fan of their work for several years, and look forward to leveraging their creative vision, as they become a key pillar within the Center of Excellence.”
For JWalk, joining Shiseido brings just as much excitement for the future. Founded by Charlie Walk, Doug Jacob and Michael Lastoria in 2010, the agency already has extensive experience working with the Toyko-based personal care brand spanning almost four years.
“This is a moment for JWALK to evolve while continuing to challenge the status quo as an agency, and as entrepreneurs that have always flown in the face of tradition,” stated Lastoria.
Overall, this addition to Shiseido aligns accurately with their Vision 2020 plan created in December of 2014. Aiming to grow their brand names with a focus on consumers worldwide, it reflects the aggressive transition described to take fruition six years following its introduction.
In early 2017, the likelihood of Shiseido achieving their goal of one trillion yen, just nine trillion U.S. dollars, in net sales isn’t easily discernible yet. Undeniably, their efforts to reach that goal are.