Tokyu agency restructures for new ad era in Japan

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TOKYO -- Japan's third largest advertising agency the Tokyu Agency is to establish a new department - the Media Strategy Center - on December 1 to meet the arrival of a growing number of TV channels and the increasing importance of TV audience rating systems.

The MS Center will be organized into two groups : the Media Planning Group and the Digital Communication Group. MPG will be in charge of digital satellite broadcasting and personal TV rating , and DCG will take care of planning and development of Internet advertising activities.

The MS Center will be a part of MCS (Marketing Creative Sales-promotion) Communication Division and will have a staff of around 15.

Copyright November 1996, Crain Communications Inc.

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