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Japanese creative directors know one way to achieve client success: Reach for the stars. Indeed, more than 70 percent of all Japanese commercials feature a celebrity. Most are Japanese, but a highly visible minority come from star central: Hollywood.
Casting executives at Hakuhodo, Japan’s No. 2 agency, estimate that out of 1,400 talent campaigns they handle annually, a dozen involve Western stars. “Often, we’ll develop a campaign using foreign talent when pitching new business,” says Kiyota Nishioka, Hakuhodo’s casting manager.
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