2019 September17th-20th in SHIROYAMA HOTEL kagoshima

Joined Kao Corporation in 1986. In his 30-year marketing history, he launched new brands such as “ASIENCE” and “SEGRETA” and revived many long selling brands such as “Essential” and “Merit” in the hair care division.He pushed Kao to the top maker brand from its second-place position.

In the fabric care sector, he introduces the ultra-enriched “Attach Neo” in the liquid detergent market, which had been struggling to create new markets including social contribution values.

After joining Nisshin Foods as a board and Marketing Manager in 1996, he became the executive officer and CMO of Nisshin Foods Holdings in 2018, practicing “New-Generation of Marketing Combining Science and Art”. Executive Director of Japan Marketing Association.

Matthew Willcox, Founder of The Business of Choice

Matthew Willcox is one of the pioneers of the application of behavioral science insights to the practice of marketing. He founded The Institute of Decision Making in 2009 as a bridge between marketers and scientists who study human behavior, and currently runs The Business of Choice, a behavioral science insights and choice architecture consultancy. He has built relationships with behavioral scientists around the world, and he defines marketing as the art and science of making choices easy and rewarding.

Matthew has more than 25 years of brand strategy experience throughout Europe, Asia, and North America, working in senior roles at Ogilvy in London and Bangkok and serving as Chief Strategy Officer for FCB in San Francisco. He has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the US Food and Drug Administration and a number of NGOs and development agencies. He is a frequent speaker at business schools and at marketing and communication events, including several appearances at the Cannes Lions, and at the United Nations Center for Africa in Addis Ababa. His book, “The Business of Choice” was named winner of Marketing Book of the Year 2016, and co-winner of the prestigious Berry-AMA book prize organized by the American Marketing Association. It has been published in English, simplified Chinese and Spanish.

Matthew grew up in Ireland, is married to an Italian and lives in San Francisco, and looks forward to his first visit to Kagoshima!