Since 1989

Always something new in mind.

Copy

COPY THAT MOVES YOUR BRAND FORWARD

Creative, strategic, empathetic.

open-quotes

2015年、日本のブランドを世界に広める役割として、初のコピーライティングプロジェクトを完成させました。物作りへの感謝の気持ちを、独自の「トランスクリエーション」という手法でコピーライティングに表現しています。

1Research

私たちは、ブランドの目的、理念や価値観、主張、 そしてオーディエンスのあらゆる側面をリサーチ します。ブランドの現在のストーリーだけではなく、 歴史や将来へのビジョンにも目を向けます。また 競合他社をリサーチし、他のブランドとの違いも 明らかにします。そのうえで多様な社会と文化との接点を手がかりに、より広く深く対象を見ていきます。

2Talent

様々な業界のタグライン、ブランドコピー、映画のナレーション、広告キャンペーン、エディトリアル、ソーシャルコンテンツに至るまで、あらゆる形態のライティングを行います。米国を拠点とする多文化チームの強みと、日本の熟練したバイリンガルコピーライターの力を融合し、効率的な作業で、照明的で統一感のあるコピーをお届けしています。

3Trans
creation

「トランスクリエーション」とは、私たちのコピーライティングの特長となる、重要なプロセスのひとつです。 このステージでは、原理原則や表現、ニュアンス、 感覚的な経験知などにおける英語と日本語の差異を認識しながら、言葉を結びつけていきます。英語と 日本語両方の世界を理解し、より広い認識をもつ ことで、最適なコピーを作りあげていきます。 英語が得意じゃない方でも言葉やフレーズのニュアンスなど一段深い知識を日本語のラショナルおよび日本語でのプレゼンを通して提供いたします。

4Creative
Copywriting

We adorn the copy with rhyme and rhythm, balance and harmony, emphasis and subtleties. We work closely with you to craft a copy that aims to capture Japan’s sensibilities and spirit. And with our understanding and knowledge of its culture and our global mindset, we identify the right emotions to trigger. We uncover something new and unique to inspire your audience to take action.

5Strategic
Execution

私たちは、明確な目標達成のための戦略を考えます。コピーはクリエイティブであるだけでなく、戦略的でなければなりません。そのために、私たちはさまざまな要素を見定めて、クライアントのブランド戦略に沿った施策を実行します。リサーチ結果、最適な人材、トランスクリエーション、そしてクリエイティビティを統合したものが、私たちの戦略的プロセスです。

A few
more
words
close-quotes

We always remember who it is for and why when writing a copy.

What is
Transcreation

Transは「超えた」「向こう側に」
を示唆する接頭辞です。+
Creationは何かを作り出す
ことを意味します。

Our transcreation presents a surprise that is often enlightening. Transcreation is unifying one language with another and creating a powerful and compelling message to reach the intended audience. We consider more than the nuances of the words. We deeply understand the culture and language expressions and recognize minute details while keeping the tone of voice and intent.

In-houseTranscreationteam

私たちはお客様と常に直接お仕事をしているため、お客様のビジョンや考え、働き方をよく理解しています。心の内側の働きを掘り下げるのに最適な立場にあります。私たちのトランスクリエーションチームは、あなたのコピーがグローバル的に受け入れられ、理解されそして愛されることを確定します。

私たちはこの理論を検証しました。その結果、素晴らしい共同作業とクライアントの満足を得ることができました。

あなたに提供する多文化チーム:

Creative Director/
English Copywriter
Maria Hagiwara brings a wealth of experience in digital and print content creation and branding. As a daughter of a published poet, the love for writing comes naturally to her.

MARIA HAGIWARA

Maria brings a wealth of experience in digital and print content creation and branding. As a daughter of a published poet, the love for writing comes naturally to her. However, she did not fancy writing about the financial markets during her time at Lehman Brothers.

In 2016, Maria began copywriting for Japan’s agencies and brands and discovered her knack for bringing light and life in Japanese words to English. She carries a fresh perspective and depth founded on authenticity, empathy, and purpose. Her foundation in writing lies in the four Ps: philosophy, psychology, poetry, and keeping in mind who it is for, people. 

Maria’s keen brand intuition led her to become Chief Creative Director and Lead Copywriter. She developed a unique transcreation approach and delivered English copy for Japan’s top global brands, including JT Group, SHISEIDO, Uniqlo, Otsuka Pharmaceutical, Universal Studios Japan, DENSO, Fujifilm, and Technics. She also wrote for Japan’s local audience for Japan Expo, Anessa, Minasamano, Citen, and Goldwyn.

 


Creative Director/
Japanese Copywriter
Atsushi Katayama is a believer in the power of diverse cultures. Skilled in creative strategy and great storytelling in Japanese, Atsushi has a strong enthusiasm for investigating communication, especially from the viewpoint of the "power of narrative."

Atsushi Katayama is a bilingual Japanese copywriter and creative director with over 25 years of experience in the advertising industry. A believer in the power of diverse cultures, Atsushi has a strong enthusiasm for investigating communication, especially from the viewpoint of the “power of narrative.”

Atsushi is a master at identifying subtle nuances, extracting the copy’s essence, unifying the languages, and conveying the intended message. He transcreates the English copy and rationale to Japanese with exceptional symmetry. Atsushi works closely with Maria and is in great alignment with each other. Their remarkable harmony creates a solid foundation, offering a unique approach, defining and setting a high standard for transcreation.

To this day, he sees Japanese creators face unseen barriers when communicating with the world. He knows the difficulties very well and is motivated to uplift their global communication. He leaves no questions unanswered in our transcreation process, giving our co-creators confidence and a newfound appreciation for their globalized message.

Atsushi earned his MA in Media Studies degree from New York University and worked on a Ph.D. dissertation at Tokyo Keizai University. Previously, he worked as a creative director, producer, and CM planner at Asatsu DK, ADK, C2K, and Bouillon Tokyo.


Transcreation Team Lead
Mitsu Hagiwara is an inherent creative who can view different cultures and align them into one universal world. As a Japanese-American, he helps lead our global copywriting/transcreation team.

MITSU HAGIWARA

Mitsu Hagiwara is an inherent creative who can view different cultures and align them into one universal world.

Besides his role as a producer, our transcreation team leans on Mitsu’s superior knowledge of socio-political issues, history, and geography, contributing to his deep global awareness and understanding. This awareness is significant in our transcreation process.

Mitsu has lived in many different countries and experienced various cultures. From these diverse encounters, he could view things as one universal world. He guides the output of our transcreation, ensuring the English copy keeps the soul and sensibility of the Japanese copy.

Mitsu attended UMass/Amherst Bachelor of Business Administration, Marketing; Bachelor of Arts in Japanese, Sophia Univ, Tokyo.  International Business.


Translation Specialist
Jonathan Hinton is a master of idiomatic expressions, he is able to capture minute nuances between Japanese and English. His talent for expressing the meaning of certain Japanese and Western expressions word-for-word into context is key to a successful transcreation.

JONATHAN HINTON

Jonathan Hinton is a master of idiomatic expressions. As much as he is an American, his mind speaks in Japanese. He can capture minute nuances between Japanese and English. His talent for expressing the meaning of certain Japanese and Western expressions word-for-word into context is key to a flourishing transcreation. Jonathan is a prolific reader of Japanese literature, from classics to pop culture. In casual conversations, he quickly translates Japanese to English and vice-versa with honesty and humor. His insights add dimension to our copywriting work. For nearly two decades, Jonathan has worked with Japanese production agencies in the US and Japan as a producer, writer, and translator.

He is well-versed in both languages and has attained the highest Japanese Language Proficiency Test score. Jonathan graduated from Georgetown University with a Bachelor’s degree in Japanese and Business.


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