5 Minutes with… Masaya Asai
From a nature-inspired childhood in Sapporo to leading impactful global campaigns, Droga5’s Masaya Asai has looked at creativity from every angle.
Since then, his career has gone global, with work for brands like UNIQLO, Facebook, and SoundCare.
Now a leader in the global advertising industry, he has been appointed to the Cannes Lions 2024 Industry Craft Lions Jury.
Speaking to LBB, Masaya discusses his approach to bridging cultural gaps, the inspiration behind groundbreaking projects like SoundCare, and his vision for Droga5 Tokyo's role in the Japanese market.
LBB> Have you always been creative, even as a child?
Masaya> I’ve loved being creative since I was young. I grew up in Sapporo, on the northern island of Japan, surrounded by beautiful nature, so I was always inspired by the changing world around me. I also wanted to be a pastry chef, if not a creative director. I developed a passion for cooking early on, and found joy in the process. This love of nature and cooking shaped my childhood and influenced my career goals to work in roles where creativity and innovation are important.
LBB> With your extensive experience working with global brands like UNIQLO and Facebook, what are some key insights you've gained about bridging cultural gaps in creative campaigns?
Masaya> Working with diverse global brands has given me insight into the art of bridging cultural gaps in creative campaigns. One of the key takeaways from my experience is the importance of deeply understanding the local cultures we engage with while respecting their nuances and intricacies. Successful campaigns are not just about getting a message across but are also about building genuine connections with audiences. By recognising the similarities and differences between cultures, we can create campaigns that resonate universally and cultivate a community of passionate brand fans.
Building strong brands globally isn't just about maximising profits; it's also about fostering meaningful relationships and creating experiences that feel relevant and authentic to people's lives.
LBB> Could you share a memorable project in which you found inspiration in simple human truth, and how that shaped the campaign's creative direction?
Masaya> One of the most impactful projects I've had the privilege to lead at Droga5 Tokyo is SoundCare - Gamma Wave Sound. This groundbreaking initiative represents a shift in dementia care and prevention strategies by harnessing the power of sound. Our vision for SoundCare is to run a short campaign and integrate the system into the infrastructure of communities, providing free cognitive stimulation and support to those affected by dementia. The idea for this project came from a simple insight: people want to take preventive measures but have difficulty changing their lifestyles.
We did extensive research, talked to patients, caregivers, and medical professionals, and learned a lot about what they needed, liked, and experienced. These insights helped us decide what to do with the campaign, which affected everything from product development to marketing strategy. Our goal with SoundCare is to improve the lives of people living with dementia and to challenge the prevailing narrative surrounding the disease.
LBB> Being recognised as a leader in creativity, what advice would you give to young professionals aspiring to make an impact in the advertising industry?
Masaya> I encourage everyone to see the world, broaden their horizons, and experience different cultures and perspectives. It's refreshing to realise that the values we were raised with sometimes don't apply when you step outside your borders. Travelling and experiencing different parts of the world firsthand enriches personal growth and fosters a deeper understanding of the global marketplace. By stepping outside, we can gain new insights into the intricacies of craftsmanship, creativity and innovation in different cultures. In a fast-changing industry, this cross-cultural perspective helps you stay ahead of the game and push the boundaries of your creative expression.
LBB> Could you share a bit about your approach to problem-solving through creativity and innovation and how you encourage your team to think boldly and unconventionally?
Masaya> My approach to problem-solving starts with research and interviews. I believe in diving deep into the subject to understand its authentic culture The Shot on iPhone campaign is a great example of this. Rather than simply scouring social media for images, we delved into the field of contemporary photography, researching how people capture and share pictures in today's digital landscape while looking at local photography awards to uncover hidden gems from everyday photographers. We also consulted with visual arts experts like museum curators to gain more insight and perspective. Research like this is a crucial step to make brands relevant.
I foster a culture of continuous exploration by challenging the team to think beyond initial concepts. I always ask "...and then?" to push them to explore possibilities beyond what they were asked to do. We transform ideas into actions that drive meaningful change by making all thoughts visible and tangible.
LBB> With your recent role at Droga5 Tokyo, what are your aspirations for the agency's creative direction in the Japanese market, and how do you plan to differentiate Droga5's offerings?
Masaya> We see ourselves as an advertising agency and, most importantly, as a transformative force that places creativity at the forefront of business innovation. Our goal is to re-imagine how creativity can drive value across all aspects of an organisation's business. By leveraging Accenture's vast capabilities, we have a unique opportunity to break new ground and redefine the boundaries of creativity in the industry. Droga5 is synonymous with creative excellence and delivers creativity rooted in strategy and purpose, which is humanity-obsessed, and ultimately is on a mission of creating outsized impact through outsized ambition. Paired with Accenture Song’s creative and technology prowess, Droga5 Tokyo offers clients tailored solutions that chart a course of creativity and innovation, setting ourselves apart as a pioneer in the Japanese market and worldwide.
LBB> Given your bi-cultural background, how do you navigate and leverage cultural nuances to create compelling and relevant campaigns for diverse audiences?
Masaya> My bi-cultural background helps me understand cultural nuances and create campaigns for diverse audiences. Regardless of the brief, whether it is for a small company in Japan making a small piece for the Japanese market or any other, I always apply a global vision to create campaigns that resonate with people worldwide. This approach ensures that the core messages are distilled in a way that is relatable to everyone, creating content for the brand that is relevant and resonant.
LBB> What trends in the region do you expect to see take off in the next year?
Masaya> There's a growing sense of fatigue with setting new purposes without substantial follow-through. It's becoming increasingly clear that consumers and stakeholders alike are demanding tangible results and real impact from companies, not just aspirational statements. I also foresee more brands exploring cross-industry collaborations and diversifying their business portfolios. This trend of brand expansion into new businesses poses an exciting opportunity for innovation and growth. At Droga5 Tokyo, we are committed to supporting companies willing to embrace transformation and drive meaningful change. By collaborating with such forward-thinking brands and helping them achieve tangible results, we aim to lead a new era of purpose-driven business that delivers real value to customers and society at large.
LBB> If you could change one thing about the industry, what would it be and why?
Masaya> I would like to transform the education and training system to create more opportunities for aspiring creatives. At Droga5 Tokyo, we recognise the immense potential of young talent and regularly hire fresh graduates to join our team. Across the industry, employee training starts only after you get the job and is left to the discretion of each company.
We can cultivate a pipeline of diverse and highly skilled talent by establishing consolidated training initiatives that provide aspiring creatives with both theoretical knowledge and practical skills. These initiatives would benefit individual companies and significantly contribute to the industry's overall vitality and innovation.
Ultimately, I hope to see a future where talented individuals from all backgrounds have equal access to creative opportunities, enriching our collective creative landscape and driving positive change within the industry.
