Collaboration between PR and advertising is a win-win: Shima

Creative director Koichiro Shima of Hakuhodo Kettle was hunkered down for two full days flat last week evaluating 247 PR awards entries at the Spikes Asia festival of creativity in Singapore. He told PRWeek the secret behind the exceptional performance of the Japanese entries this year is the tradition of close collaboration between PR and advertising

by Amit Jain

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