Kao Corporation is a representative company of consumer package goods in Japan, and it has top share in many categories.
Kao have various challenges about the Digital communication and marketing, and their recent activity, the notable thing is the inflection of brand community and social media and mobile marketing.

Tatsuo Ishii is Vice President of Digital marketing of Kao Corporation.
He worked as a brand manager in a marketing section for 14 years.
In the marketing section, he was a product manager of "Biore" of the global brand of Kao, and has been a brand manager of female products "Laurier" and baby diaper "Merries".
In addition, he was a leader of the brand development of "ASIENCE" which is famous as a success example of the Japanese hair care brand.
And, after 2003, overall digital marketing of the Kao group is his responsibility field.
Furthermore, he is Marketing meister of Japan marketing association and is the chairperson of the Digital media advertisement Dentsu prize.

Session:

[B-6] The Future of Branding and User Experience