Japan shines in robotics but struggles with digital shift in key sectors due to the persistence of traditional oneway communication, falling behind globally advancing two-way and co-creative strategies. In the current landscape, the role of communication in the PR field particularly in building relationships through dialogue remains limited because advertising marketing dominates the market which prevents establishing relationships with stakeholders and brand value growth. Strategic communication plays a crucial role in brand sharing and developing of strong differentiated brands. By designing consistent compelling messages and reputation management, Splat Inc addresses these problems which enable them to develop public image and brand loyalty, leading to sustainable business expansion.
Splat operates as a communication design company to link international stakeholders who construct a thriving community. The company partners with different entities to build strategic plans and campaigns to discover meaningful narratives while aiding brands in their purpose identification. Additionally, it enables brands to discover their basic purpose in today’s rapidly evolving market dynamics and employs communicational tools to motivate individuals towards constructive behaviors. Also to note, storytelling equipment enables the company to develop empathy while broadcasting core values that produce beneficial actions and achieve maximum results through integrated marketing communications.
A Competitive-Edge
Splat applies strategic communication planning for growth along with brand uniqueness and is recognized for its excellence in sports communication design. Through its services, the company facilitates Japan-based business ventures and overseas brand expansion into Japan to develop Japan-foreign market linkages. Shintaro Ikeda, a former Olympic athlete, cofounded and drove the launch of the Sports & Entertainment business at Fleishman-Hillard Japan together before cofounding Splat. He now leads the company, leveraging his extensive network in sports and among athletes, along with his Olympic experience, to develop strategic communication and design methods.
Sports communication in Japan requires development because the country battles a difference in sports advertising practice compared to Western countries that use sports partnerships for social and business growth. The company brings in its expertise to optimize worldwide sports utilization and it both stimulates investments and content generation along with brand value expansion in Japan's underperforming sports market.
As a recent case, Splat supported the business conference held by Honda Mobilityland at Suzuka Circuit that drew over 120 participants. The event promoted the appeal of F1 which encouraged investment while connecting global content with Japanese companies by enhancing opportunities for sponsorship and sustainability.
Today, Splat stands out by offering sports communication services and brand redefinition through independent analysis which helps businesses understand public perception gaps through media evaluation and audit reports. The company develops multi-year branding narratives which start from core values and purpose and use empathetic actions to engage audiences as well as internal teams. The founder's time at Apple taught the company to develop stories which start conversational engagements instead of basic messaging while maintaining harmonious communications across all media channels, implementing modern monitoring technology alongside information collected from interviews and working upon experience-based feedback especially in sports to build communication approaches that strongly connect with audience needs across different regions.
“We redefine brands from a third-party perspective, identifying gaps through media analysis to craft empathetic narratives rooted in core values. Our strategic storytelling, inspired by Apple’s 'Think Different,' drives impactful communication that resonates globally, fostering action and connection”, stated Erina Saito, Co-Founder, Splat.
Innovative Strategy to Steer Memorable Experiences
The company develops and keeps updating its strategies alongside its clients and stakeholders through external perspective co-creation processes to match market changes and societal expectations. The approach combines collective understanding with rapid visualization that shows the way users interact with SNS and explains how audiences react to content as part of strategic improvement. Additionally, it installs frameworks as well as verification techniques and measurement indicators into client operations in order to create long-term valuable results. The system brings together feedback from inside and outside stakeholders who represent employees, athletes and consumers as well as community members to generate visible achievements from minimal adjustments.
Furthermore, the company serves as a translation bridge to help clients make their core values understandable for a larger audience through meaningful experience creation processes. During Tokyo 2020, the repositioning of the Tokyo Skytree beyond its height measurements by presenting it as a universal symbol of Japanese heritage and innovation enabled the launch of the Wish Ribbon campaign. The symbolic ley line-based initiative received worldwide media support during the pandemic, thus increasing Tokyo Skytree's general popularity. The first stage of the company's methodology consists of statement definition followed by problem transformation and analytical research for the creation of customer-specific solutions and application strategies. The designing process includes a complete brand solution that aligns online and offline approaches and leverages KPIs together with KGIs, as well as Splat’s own meaningful success metrics.
We redefine brands through empathetic, valuedriven narratives, as our strategic storytelling, inspired by Apple’s 'Think Different', drives impactful communication that resonates globally
The Future Road Map
Splat plans to boost brand impact and global reach by using meaningful communication to create value in sports, cities, and tech while sharing Japanese values worldwide. Also, the company seeks to construct connections between Asian business owners with the goal of developing its reach. Additionally, it intends to build partnerships with West and East Asian organizations to develop content based on sporting activities such as golf, badminton and hockey in order to reach global audiences. The proposed lab in Japan will enable sports and narrative design to develop connections among people, commercial entities and geographical areas. Erina Saito concluded by stating “while the Olympics and Paralympics took place in Japan, it focused on products for its communication efforts, but Paris made it a sports-based innovation and a platform for social transformation, building a sustainable inclusive city by reaching beyond traditional sport supporters. We intend to create this model in Japan and Asia”.
Erina Saito, Co-Founder, Splat
With over 25 years of experience in strategic communication, Erina has worked with global corporations and public sector organizations. She started at Apple Computer, later managing luxury brand marketing. In 2009, she joined FleishmanHillard Japan, where she led the Sports & Entertainment Division, managing communications and sponsorships for major events like the Olympics and Paralympics. In March 2023, she co-founded Splat Inc., a company focused on business and social innovation through sports. Erina holds a Ph.D. in Sports Science from Waseda University and serves as a professor at Biwako Seikei Sport College. She also holds various public roles, including Board Member of the Hockey Japan League.
We use cookies to ensure you get the best experience on our website. Read more...
.jpg "Technology in Cancer Care: A story of evolving paradigms")
.jpg "Bringing Shop Floor to Manufacturer's palm: Smart Factory Solutions for tomorrow")
