/ Agency of Record /

Penelope Bourbon

Challenge
Create foundational activities supporting official brand launch focused on Consumer, Channel / Trade and Digital Activation. 
As momentum increases to build respective market and channel outreach nationwide, each regional area will require a unique approach to be developed for both B2C & B2B.

Consumer Activation

Affinity marketing matching audiences seeking premium experiences.

Channel Engagement

Shaping of the brand narrative through direct connections with media and trade.

Digital Activation

Social and cultural influencer recruitment connecting directly with key drivers

Media and Trade Engagement 

Recruitment of KEY Press & Partners 
A series of 1-to-1 interviews, tasting sessions and open events in Tokyo (Kanto) and Osaka (Kansai) were well received and attended by participants numbering 200+.

Regional Channel Outreach

Reach and Awareness ENGAGEMENT
Sessions planned to support the Media Engagement in Tokyo (Kanto) with more specific regional targeting of Trade, Culture & Lifestyle Influencers from across greater Kansai (Osaka, Kyoto, Kobe).

Bar Bota / Four Seasons Osaka

Approach
Integration of the unique atmosphere of the venue's hidden speakeasy lounge, paired with the exceptional presentation skills of the bartenders with their take on original cocktails, led by Andrei Marcu. 

Social / Digital / Influencer Activation

Content Studio Production

Adaptation & Original Creation 
Cultural production leveraging fashion, lifestyle, music and entertainment touchpoints for target press publications, along with consumer and trade audiences.  

Press Relations

Media Coverage

Securing social media posts and traditional media placements sustaining promotional impact of campaign and brand launch activities. 

Frequently Asked Questions

What does an agency of record do for a brand launching in Japan?
As agency of record, we run the foundational work behind an official brand launch in Japan across consumer activation, channel and trade engagement, and digital activation. 

That includes recruiting key press and partners, influencer and social activation, content production, and press relations that sustain the launch. 

For Penelope Bourbon, interviews, tasting sessions, and open events in Tokyo and Osaka drew more than 200 participants.

Which brands is agency of record work for?
It is for brands preparing an official launch in Japan that need consumer, trade, and media work run as one program, for both B2C and B2B. 

The approach suits brands that appeal to audiences seeking premium experiences. 

Across our work, that includes challenger brands entering or scaling in Japan in categories such as spirits, lifestyle, auto, tourism, and food and beverage.

How long does an engagement run, and what does it cost?
Length and fees are set for each campaign and engagement, based on the strategy, launch tactics, and degree of nationwide coverage. 

Campaigns usually start with foundational launch activities across consumer, channel, and digital, then move into regional outreach as momentum builds. 

To get a scope and timeline for your brand, send an inquiry through the contact form on this page. 
What is in scope, and what is not?
A scope can be structured to cover any of the following: consumer activation, channel and trade engagement, digital and influencer activation, content production, and press relations. 

In practice, that usually starts with strategic planning and brand localization as a fundamental step. It can extend to directing social media channels, recruiting influencers and handling traditional media placements. 

Programs focused on publicity and PR usually involve outreach to press and partners, interviews, tastings, and event production. What sits outside that scope is agreed with you when the engagement is set up, before launch activity starts.

Does the work cover only Tokyo?
No. Each region needs its own approach. As momentum builds toward nationwide outreach, we develop a distinct plan for each regional area, for both B2C and B2B. 

In the Penelope Bourbon launch, media engagement ran in Tokyo (Kanto), with regional targeting of trade, culture, and lifestyle influencers across greater Kansai, including Osaka, Kyoto, and Kobe.

How do we start?
Send an inquiry through the contact form on this page and choose the category closest to your launch. 

Tell us about the brand, the launch you are planning in Japan, and the channels that matter most. 

From there, we map the first activities needed for an official launch across consumer, channel and trade, and digital, and agree on what the first phase covers.

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