With the advance of new media like the internet and mobile phones, the media environment is undergoing a period of rapid change.

At the same time, traditional business models built during the era of mass production and mass consumption, which still rely heavily on mass-media advertising, appear to be running out of steam.

To adapt to this new situation, ADK has focused on the experiential aspects of consumer marketing. Rather than concentrating only on mass media-centered around the four major mediums(newspapers, magazines, radio and television) — we radically broadened our definition of media to include all touchpoints in the consumer's daily life that influence his or her brand experience.

By effectively utilizing all consumer touchpoints, we are pursuing a strategy of what we call 360-degree communications.

Using our consumer insights as a starting point, we identify touchpoints that are likely to influence the consumer. These touchpoints are then incorporated into an optimal 360-degree communications plan, which aims to reach the consumer with a level of familiarity that previously has never been achieved.