McCann opens Japan specialist unit

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[Tokyo] McCann Erickson Worldwide opened its specialist marketing company Tag in Japan to gain better understanding of young adults in the world's second largest ad market. The Interpublic agency started Tag in New York last year and plans to open a third unit in London in late 2004. "We want to know how to reach young adults, people who have real income and spend it on themselves. But their lifestyle means they are at work during the day and go out at night. They're not influenced by TV advertising," said Dave McCaughan, McCann's senior VP-director of strategic planning, Japan, based in Tokyo.

Tag will research a different theme every six months, starting with the products and activities young adults are willing to splurge on. "In the 1980s, we saw the Nike shoe revolution. In the 1990s, we witnessed the Starbucks phenomenon with people willing to pay four bucks for a cup of coffee. Today, in Japan, what is worth the splurge?" he said.