WWDJAPAN Free Seminar: The Frontier of Outdoor Advertising and Digital Marketing – Bridging Physical and Digital for New Customer Engagement Strategies

As social media has diversified advertising, fashion and beauty companies face the challenge of consistently expressing their brand identity and uniqueness across all platforms, while also measuring the effectiveness of each touchpoint. In this context, traditional outdoor advertising has evolved into DOOH (Digital Out of Home), becoming a strategic tool to convey brand worlds in urban spaces and public transit, and to deepen relationships with customers by connecting with social media, physical stores, and e-commerce.

This seminar will explore how brands today are leveraging outdoor advertising to express their unique identity. In the second half, we will examine practical DOOH case studies to uncover new forms of cross-channel communication between the physical and digital realms.

【Recommended for】

· Those seeking to expand brand awareness while maintaining brand identity

· Professionals looking for new customer touchpoints beyond social media

· Marketers interested in learning the latest marketing cases from fashion and beauty companies

· Those interested in designing brand experiences using outdoor advertising

For details, click here

To register, click here

Information

Date and Time: Thursday, June 25, 2026, 14:00–15:30

Format: Online participation

※ Reminder emails will be sent the day before the event by 17:00 and on the day of the event by 9:00. Please ensure your email address is entered correctly. ※ For online participants, the viewing URL will be included in the confirmation email. ※ If you do not receive the email, please check your spam folder.

Registration Deadline: Wednesday, June 24, 2026, by 12:00

Participation Fee

Free

To register, click here

Program

【Session #1】14:00–14:40 (40 minutes)

Learning from @cosme TOKYO: Integrating In-Store and Outdoor Digital Signage

The first session will feature Hiroshi Amano, Executive Officer and Head of Brand Experience Unit at Istyle Inc., who will discuss how @cosme TOKYO—the flagship store in front of Harajuku Station, Tokyo, featuring massive digital signage on its exterior—and other physical stores utilize signage not just as advertising surfaces, but as dynamic tools to connect users with the brand and marketing solutions.

He will explain how signage is used as a 'real-world media' platform, integrated with consumer data accumulated on the @cosme platform, beauty advisor interactions, and in-store behavioral and experiential touchpoints to solve brand marketing challenges and achieve measurable results. The session will also explore the role of real-time digital signage in delivering the theme of 'trying, discovering, and finding your destiny cosmetics,' including the beauty program 'Rebeauty by @cosme,' co-produced with the program distribution platform 'TRAIN TV.'

Guest Speaker: Hiroshi Amano / Executive Officer and Head of Brand Experience Unit, Istyle Inc.; President and CEO, Istyle Data Consulting Co., Ltd.

PROFILE: Joined Istyle in 2019. Previously served as Head of Platform Business Unit, responsible for the overall strategy and execution of the @cosme platform. Appointed Executive Officer of Istyle in October 2022. Currently oversees all B2B operations at Istyle and launched a marketing consulting business leveraging @cosme data, establishing Istyle Data Consulting Co., Ltd. in April 2025, where he serves as President and CEO.

Moderator: Kaname Murakami / Editor-in-Chief, WWDJAPAN

PROFILE: Born July 7, 1977. Graduated from the Faculty of Education, Tohoku University. Worked as a reporter in the social affairs department at Shizuoka Shimbun. After leaving, studied fashion communication, including fashion journalism, at the Fashion Institute of Technology (FIT) in New York. After graduation, worked as an assistant at a fashion magazine before returning to Japan. Held roles including partnership production, desk editor for 'WWD Beauty,' 'WWD Mobile,' Editor-in-Chief of 'Fashion News,' and 'WWDJAPAN.com' Editor-in-Chief, before assuming his current role in April 2021.

【Session #2】14:50–15:30 (40 minutes)

Why Are Fashion Brands Choosing DOOH?

The second session will feature Yuichi Yamazaki, General Manager of Marketing Division and Head of Publicity & Promotions Department at BEAMS Inc., alongside Yasuo Oyama, Head of Demand-Side Business Sales at Geniee, discussing how fashion brands are utilizing DOOH. Based on real implementation cases, they will unpack the marketing strategies behind DOOH adoption.

They will introduce the value of physical touchpoints in fashion branding and the role of DOOH in designing brand experiences. The discussion will also cover how data-driven performance visualization enables tracking of consumer behavior changes—such as website visits and store visits—originating from street-level exposure. Finally, they will reflect on DOOH’s role in the fashion industry and explore the future of brand communication in an era where both emotional appeal and data-driven insights are essential.

Guest Speaker: Yasuo Oyama / Head of Demand-Side Business Sales, Demand-Side Business Division

PROFILE: After graduating, worked at major domestic IT companies and foreign-owned digital platform firms, leading advertising business development, growth, management, and organizational building. Joined Geniee in July 2023. Currently serves as Division Head, driving growth in DSP, DOOH, and retail media domains.

Guest Speaker: Yuichi Yamazaki / General Manager, Marketing Division, BEAMS Inc.; Head of Publicity & Promotions Department; BEAMS HEART Project Promotion Office

PROFILE: Joined BEAMS in 1996, starting as a store sales associate. After roles as store manager and area supervisor, he participated in launching the CRM department. He led the reconstruction of customer systems, implementation of marketing automation, and development of the official app. As head of the CX department, he strengthened customer touchpoints across e-commerce, social media, and web advertising. Since March 2024, he has also overseen publicity, promotions, events, UI/UX, and creative departments.

Moderator: Kaname Murakami / Editor-in-Chief, WWDJAPAN

※ The lecture content and title are subject to change without notice. Session start and end times may vary depending on the day's schedule. Please understand in advance.

To register, click here

Important Notes

· Participation is limited to those who agree to provide their name, email address, company, department, and job title to Geniee Inc.

· When registering, please use your corporate email address, not a personal one.

· Participation by competitors or industry peers may be declined.

· If your email address is incorrect, you may not receive the confirmation email.

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