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ADK’s new creative establishment called CHERRY

Creative agency ASATSU-DK has established a new company called CHERRY. According to the agency, with communication diversifying, people cannot be activated simply through mass advertising or digital media.

“Instead of the conventional approach of simply producing work for boxes, or ad placements, cross-bred ideas should be grown, that bloom and attract fans, just like cherry blossoms,” it said. CHERRY is created with in-house creatives and a business manager/producers who previously worked on high-profile advertising campaigns.

Akinori Suzuki, chief executive officer  and business producer will be leading the team.

According to a statement CHERRY aims to create opportunities to bring brands and people together by crossing over “existing categories and go beyond traditional advertising.” The statement added that there are six creatives in the new unit and it has already made a new start in 2018 by securing mid- and-long-term growth.

It added that with more diversity in tastes and lifestyles as well as how information is gathered, advertising is increasingly being ignored or dismissed. Under these circumstances, advertisers have begun to emphasize brand continuity and consistency rather than simply creating points of contact through conventional advertising methods.

“To tackle this task, ADK decided to start an independent boutique, as a flexible partner for brands. In-house creatives and a business manager/producer who have worked on high-profile advertising campaigns have launched the new company, CHERRY, aimed to create great opportunities to bring brands and people together,” it added.

“With communication diversifying, people cannot be activated simply through mass advertising or digital media. Instead of the conventional approach of simply producing work for boxes, or ad placements, cross-bred ideas should be grown, that bloom and attract fans, just like cherry blossoms,” the press release added.

 

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