R/GA Tokyo wins Shiseido creative account

Almost a year after first launching in Japan, R/GA has won a major local client in the form of beauty brand Shiseido.

The agency has formed a five-person team to serve the cosmetics giant, led by Mark Lloyd Ruck, associate creative director of user experience.

The rest of the team will consist of a senior producer, creative technology director, software engineer and design director, who will sit in Shiseido’s 100-strong in-house creative division.

In a statement, R/GA said the work would encompass “consulting on new ways of working — from revamping brick-and-mortar retail environments to creating visual communications”.

R/GA APAC EVP managing director Jim Moffatt said: “A founding principle of R/GA Tokyo was the desire to work with deeply respected Japanese companies that aspire to do things differently, and Shiseido is the definition of this philosophy.

“Working together will allow us to bring a richly innovative heritage to the fore and position the company for the future.”

Naomi Yamamoto, Shiseido’s chief creative officer, added: “A purely traditional approach of writing briefs and assigning projects does not elevate client or agency knowledge. By embedding a team, we can collaborate much more closely, merging our understanding of the company and customer with R/GA’s capabilities and global outlook in a way that enriches both and ensures our relevance for another 100 years.”

R/GA, a self-described ‘agency for the connected age’, has reinvented itself five times in its 39-year history since starting out as a visual effects production company in 1977.

The agency currently has offices across APAC in  Singapore, Shanghai and Sydney.

In Tokyo, the agency is led by MD Masami ‘Sammy’ Hazui and executive creative director George Sugitomo.


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