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

<p><strong>Topics Discussed and Key Points:</strong></p><p>●      The type of advertising that resonates with Japanese consumers</p><p>●      Marketing lessons learned after working at Grey Group from 1988-1991</p><p>●      Ecommerce in mid-1990s Japan</p><p>●      Brands that did in-store marketing well in the 1990s</p><p>●      Producing media for Coca-Cola in Japan</p><p>●      Working with the teams at the 2008 and 2012 Olympics, and the 2010 FIFA World Cup</p><p><strong> </strong></p><p><strong>Episode Summary:</strong></p><p>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.</p><p>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.</p><p>Chuk speaks on the type of advertising which resonates with Japanese consumers, which he calls “advertising that is <em>not </em>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.</p><p>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.</p><p>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 <em>omnipresence</em>. In toda