Masami Kishinaka, Executive Creative Director of Shinto Tsushin's Co-Creation Creative Boutique GINZA CREATIVO, Delivers Special Lecture at Hosei University Business School

Masami Kishinaka, Executive Creative Director (ECD) of GINZA CREATIVO—the co-creation creative boutique operated by Shinto Tsushin Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Nagoya, Aichi; President and CEO: Tetsuya Tani)—delivered a special lecture at Hosei University Business School. The lecture, themed "IT Marketing in the Age of Technology: Strategies Rooted in Real-World Experience," offered insights drawn from frontline marketing perspectives.

Left to right: Associate Professor Yukiko Otsuka, Graduate School of Innovation Management, Hosei University Business School; Masami Kishinaka, Shinto Tsushin

While global technology continues to evolve rapidly, Japan's market has entered a phase of population decline. In her lecture, Kishinaka explained emerging trends beyond conventional "textbook strategies" in IT marketing, drawing on real-world experiences from the field and analyzing them through three key lenses: "Redefining IT," "Rising CPA (Customer Acquisition Cost)," and "The Age of AI."

Three Key Shifts Observed in the Field

On "Redefining IT," Kishinaka highlighted how, in today's world where smartphone proliferation transforms real-life events into digital experiences, customer touchpoints have become increasingly valuable. She emphasized the growing importance of inner branding—strengthening a company's internal culture—not just outer branding.

Regarding "Rising CPA," she pointed out the intensifying competition in Japan's shrinking market, where hyper-targeting increases rivalry. Beyond AI-driven harvesting of existing customer segments, she advocated for creative strategies to reach new audiences and stressed the need for a "Massive Transformative Purpose (MTP)" that balances unique differentiation with universal appeal.

On "The Age of AI," she explained that with over 60% of searches now resulting in zero clicks, earning AI's trust through credible information dissemination has become essential. She outlined the core of future communication strategies: how to accumulate high-quality information assets digitally through owned and earned media to create favorable engagement opportunities.

Lecture at Hosei University Business School

Heartfelt Feedback from Students

After the lecture, students shared enthusiastic comments such as, "The latest trends in marketing were extremely fascinating," "I was deeply impressed by the idea of transforming unique philosophies into universally relatable messages," and "As someone working in the same industry, listening to such insightful, practical content was truly inspiring."

Executive Creative Director (ECD) Masami Kishinaka

A holistic producer overseeing brand development, strategy, and promotion. Kishinaka has participated in urban revitalization projects in Ginza and SDGs-related promotional initiatives.

Awards: AD STAR, Mainichi Design Advertising Award, Asahi Advertising Award, ACC, Dentsu Advertising Award, ADC Awards, among others.

Project Member, Meisis Regional Revitalization Research Institute (General Incorporated Association); Selection Committee Member, AC Japan Student Advertising Awards.

About GINZA CREATIVO

Shinto Tsushin, rooted in Ginza for over 40 years, has acted as a catalyst connecting co-creation players in the district, launching long-running community events such as "Ginza Street Bar" and Japan's largest fashion and design festival, "Tokyo Creative Salon Ginza Area."

GINZA CREATIVO aims to inherit and promote Ginza's culture, fostering better co-creation among all stakeholders with support from Ginza Ryoyu Kumi, local organizations and municipalities, and commercial facilities such as Matsuya Ginza. The initiative has also gained the endorsement of Chuo FM, a local radio station active in the community, with new initiatives in planning.

Co-Creation Creators include Koichi Kosugi, an art director, creative director, and graphic designer with numerous domestic and international accolades including the Tokyo ADC Award and Cannes Lions International Festival of Creativity <GOLD> in Design; Junpei Watanabe, a creative director and copywriter with multiple awards at Cannes Lions and other festivals, as well as extensive jury experience; and Ambassador Mika Hirose from Space Craft, who served as a "Tabi Salad Girl" on ABC's "Asada! Tabi Salad" (2015–2023).

GINZA CREATIVO is a creative collective committed to preserving Ginza's cultural heritage while continuously launching new challenges. With growing support, further initiatives are being planned.

About Shinto Tsushin Co., Ltd.

An advertising agency driven by the principle: "Isn't there something interesting we can do?"

The company has undertaken numerous regional revitalization projects, including the Asian and Asian Para Games, Tokyo Creative Salon, Ginza Street Bar, Ai! Chikyu Hakurankai (Expo), and Nagoya City Marathon, along with initiatives aligned with the SDGs. More than an advertising agency, Shinto Tsushin is a business growth agency pushing forward with "interesting" ideas to energize local communities and advance the world.

Representative: President and CEO, Tetsuya Tani

Tokyo Headquarters: 4-2-15 Ginza, Chuo-ku, Tokyo 104-0061, Japan (Reception: 2F, Tsukamoto Soyama Building)

Nagoya Headquarters: 3-16-29 Marunouchi, Naka-ku, Nagoya, Aichi

Business Overview: Integrated advertising, regional revitalization, SDGs initiatives, retail media, exhibitions, influencer marketing, digital services, PFI projects, Spain operations, and more

URL: https://www.shinto-tsushin.co.jp/

For Media Inquiries

Shinto Tsushin Co., Ltd. GINZA CREATIVO

Contact: Masami Kishinaka

Email: m.kishinaka@shinto-tsushin.co.jp