Mie Project and SSF Tokyo Launch Choosee

Tokyo - On September 17, Mie Project opened the doors to their first store branded under the name CHOOSEE (http://www.choosee.com). But this won't be just another specialty food store in the trendy Omotosando neighbourhood of Tokyo.

To begin with, the store will occupy part of the office space of advertising agency Saatchi & Saatchi Fallon (SSF - http://www.ssftokyo.co.jp/). SSF is well known in Japan for some breakthrough and unusual campaigns over the years (VW's Love & Hate, Cartier's LOVE and more recently Electrolux's Café Scandinavia and Citi Card's Itarery & Tsukusery), but co-launching a concept food store is a definite first for the agency. Secondly, this is the first time that premium food importer Mie Project http://www.mieproject.com/ will offer the company's whole range of 200 packaged organic food and drinks from over 20 international suppliers in their own retail environment. Over time, they even plan to find ways to link with locally grown organic fresh produce.

"Mie Project has been keen to set up a pilot shop to enable direct contact with consumers and accelerate awareness and trial for our brands and product range," says Duco Delgorge, President of Mie Project. "I also believe this is an excellent way to support our retail customers because it builds awareness of our products that can be purchased at all the other shops. Mie Project is delighted to partner with an advertising agency which recognizes the future of sustainable and ethical food retailing."

So why is an advertising agency partnering with a food importer to launch a pilot store? Phillip Rubel, Saatchi & Saatchi Fallon's CEO, explains their interest: "There is no better way to understand ever-evolving consumer preferences and behavior than to actually have an operating store within our midst. Sustainable, ethical, organic and premium represents the cutting edge themes of consumer food products shopping in Japan as well as other countries. We plan to use the store to cultivate in-store retail learning and gain insight into consumer behavior," says Rubel. "Besides, we also believe in the products and the approach Mie Project has taken and welcome the opportunity to support them. Sustainability strategy and marketing is part of the DNA of the agency on a global basis through our Saatchi & Saatchi S business unit. The Choosee pilot store will be a living shopper marketing laboratory for the agency."

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine


Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…