UK Power Book 2015

The definitive guide to the brightest and most influential PR professionals in Britain.

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Keiji Nishie

Keiji Nishie

President and CEO, Japan

Vector

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When and where were you born?

I was born in September 1968, in Okayama, Japan.

Where do you live?

Tokyo, Japan.

To which medium do you turn for breaking news?

Yahoo News, especially in the Japanese market.

Which business/brand (other than your employer) do you most admire?

Uniqlo, K.K.

What is your favourite comms campaign of the past year (not one of your own)?

The movie of content marketing for Suntory's C.C. Lemon soft drink: Two teenage girls play tag with ninja-like movement, and make cheers with CC. Lemon at the very end. This movie content was shared globally, with four million plays after only a week from release. It’s universal content, which needed no explanation, and sparing corporate color within the movie helped accelerate its popularity. This contains all elements needed for corporate promotion, where TV ads are shifting to web ads in general.

In what respect has your job changed most in the past five years?

Following market trends, weight has shifted to digital from TV and newspapers, along with the growth of social media and smartphone usage. Communication using movie content seems to have rapidly increased. I strongly feel the need to develop new services in the marketing field.

What is the biggest single challenge facing the profession in your market?

The merger of PR and ad technology presents many challenges.

What is the best piece of advice you ever received?

Not exactly advice, but the most influential words for me are from Richard Branson: "Nothing ventured, nothing gained."

Who is your favourite fictional PR character (in a movie/TV show/literature)?

Keith Richards.

If you weren’t in PR what would you do for a living?

I'd be the CEO of a venture IT Corp.