SERVICES
From overseas brand
localisation
to regional revitalisation - we excel in creating
well-defined policies that inspire action.
localisation
to regional revitalisation - we excel in creating
well-defined policies that inspire action.
Our Key Areas of Expertise
We specialise in Food, Beauty, Travel and Education genres, with a strong
focus on products and services that influence people’s wellbeing. Our
current and past clients are from a variety of fields, ranging from
government organisations (tourism bureaus, producers’ associations,
sports institutions), food, beauty and baby-related products, to interior
design. We support our overseas clients with their entry into the Japanese
market, developing an optimal strategy that takes into account differences
in consciousness, customs and business between their home market and
Japan. Harnessing our expertise, we partner with our clients to smoothly
and successfully localise their overseas brand for the Japanese audience.
Our 3 Core Services
and 6-Stage Process
and 6-Stage Process
3 Core Services
CORE VALUE
We uncover the Core Value that matches your brand target.
CORE MESSAGE
We create a Core Message that changes perceptions.
CORE CONTENTS
We create and communicate tailor-made Core Contents to your target contact points.
6-Stage Process
Consultation
We uncover the brand’s Core Value that matches your market’s brand target.
Creation
We create suitable contents required for customer contact points.
Activation
Harnessing our expertise in PR and promotion, we widely communicate the messaging for the brand’s services and products.
Reporting
We measure our mutually agreed KPIs, reflect on our results and set future goals together with our clients.
Budget Maximisation through
Communication Design
In comparison to the short-lived burst of recognition during one-off advertising campaigns and social media adverts, our Communication Design nurtures brand understanding by changing perceptions, and as a result leads directly to CPA suppression. Communication Design allows a more effective utilisation of the budget, the development of true brand supporters and the building of a sustainable brand.
Candlewick Communication Design consists of 15 comprehensive service provisions. After a consultation to discuss your required services, Candlewick designs a comprehensive communications strategy.
The Merits of Candlewick’s Communication Design
No provision of unnecessary services
Easy to see what services are important
Produces real, tangible results
Persuades the public
Leads to sustainable PR
Example: Business without PR personnel in place
Example: Business with PR personnel in place
Consultation (communication strategy proposal for current issues & objectives)
Media Design (earned media, owned media, advertising)
Media Relations (general press, journalists, writers, specialists, influencers)
Media List Development (creation, research, updates)
Social Influencer Activation (celebrities, specialists, Instagrammers, YouTubers)
Press Release Planning (writing and dissemination)
Development of B2B & Trade Communication Plans
CRM
Social Media Planning & Management (strategy and account creation, contents creation and daily management)
Sales Promotion and Campaign Planning & Activation
Event Planning & Management (online/ offline, global, Tokyo, local regions etc.)
Website and Landing Page Creation
Video Production (production, translation, subtitling)
Marketing Tools Development
In-store Tools Development (POP etc.)
Our Referral System
We work with new clients on a referral basis, usually through introductions from current or past clients. Our main objective is to maintain a high level of sustainable PR service for our current clients, and in order to protect our precious service hours and provide this high level of service, we have made the decision to no longer participate in any tenders (excluding governmental organisations). Thank you for your understanding.
For any questions or requests, please contact us using the CONTACT link below.
CAPABILITIES
We have successfully met brand challenges
in all areas of I-Shoku-Ju
(Clothing, Food and Shelter).
We pride ourselves on working with clients for the long-term, supporting them for as long as they need us.
Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
New Zealand AVANZA Avocado & Avocado Industry Council
Working to increase market reach for New Zealand avocados, only available seasonally from September to December in the avocado market, which is dominated by Mexican avocados. Helped to create a fan base that eagerly awaits the arrival of New Zealand avocados every year.
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New Zealand JAZZ™ Apples
Promoting these seasonal apples from May to August from both a taste and safety an angle. Gained over 600 UGCs on social media and increased in-store sales.
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French Wine
(FranceAgriMer)
A PR project to promote 12 wine varieties over a period of three years, including planning and management of several events. Events included wine seminars for media, a consumer-targeted Tour De France event at Roppongi Hills, and a collaboration with luxury supermarket chain Seijo Ishii.
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Billecart-Salmon
(Champagne)
Planning and managing a dinner event for influencers and media to celebrate the 200th anniversary of the founding of Billecart-Salmon, a world-famous producer of high-quality Champagne. The event succeeded in conveying the brand’s ethos of being a Champagne for the discerning gourmet to the Japanese customer base.
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Nyetimber
(English Sparkling Wine)
Promoting the charms of English sparkling wine, which is not yet well known in Japan, through media caravans and media roundtables, gaining a lot of exposure for its “surprising quality that exceeds that of champagne”.
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Nicolas Feuillatte
Developed key messaging and a PR strategy to raise the profile of Nicolas Feuillatte, the leading champagne brand in France that was relatively unknown in Japan. Gained timely exposure through media and influencer events.
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International Wine Challenge Sake Competition
Handled media relations for the 10th annual sake judging event held in Hyogo in 2016 by IWC, the world's most prestigious wine competition organisation. The event attracted significant local coverage and gained exposure through additional events in Tokyo.
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Fever-Tree
Supported the media launch of Fever Tree's new premium mixer, introduced to pair well with the international gin trend. Planned and managed individual tasting sessions and interviews for B2B and B2C media at the Mandarin Oriental, in conjunction with a visit to Japan by a brand representative from England. Through cocktail presentations and tasting, an item that is not often seen as a staple gained exposure and recognition.
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Yves Thuries French Chocolates
(Arcane)
Planned and managed a media presentation at the GINZA SIX Noh Theater with the theme of "Tradition and Innovation," to introduce Yves Thuries’ products for the Valentine's Day season. Social media promotion helped to lead customers to the stores.
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New Zealand Beef and Lamb
(Producer’s Council)
Educating the media, trade, and consumers about New Zealand's sustainable animal husbandry and the taste, safety, and health of grass-fed beef. Gained a position for New Zealand grass-fed beef, in a time when marbled meat was a clear consumer favourite.
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Bord Bia
(Irish Food Board)
Providing a wide range of PR support for Bord Bia, who aims to strengthen exports of dairy products, spirits, and beef to Japan, including relations with B2B and B2C media, trade, and consumer-direct work.
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Swiss Delice
Held a media event at the Swiss Embassy for the brand launch. Helped promote awareness of the brand through media relations and localising consumer tools.
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Japanese artisanal salt
(Skincare brand)
Developing a PR strategy to promote a new domestic salt product released by a natural skincare brand. Developing a project to promote the product’s unique tastes over the 4 seasons, planning and managing media events, and providing PR consultation.
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Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
Monaco Government Tourism and Convention Bureau
Functioning as the Japan office for the Monaco Government Tourism and Convention Bureau. Responsible for all trade and public relations activities in Japan.
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Tourism New Zealand
Working in conjunction with the New Zealand marketing department on a global tourism strategy to create content angles unique to the Japanese market, gaining a wide range of media exposure.
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Tourism New Caledonia
Specifically targeting working women living in cities, Candlewick launched a new concept, comprehensively planning and implementing new marketing and PR strategies. Renewing an image that had remained unchanged for over 30 years, Candlewick contributed to a 6% increase of travellers YOY, despite overall Japanese traveller numbers decreasing in FY2015.
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Guam Visitor’s Bureau
Planning and managing a year-long media project, involving inviting 50 Instagrammers to 150 Instagram spots in Guam. Significantly increased the number of social media followers and boosted Guam Visitor’s Bureau’s online presence.
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Tourism Malaysia Japan
Planning PR strategies based on the theme of food. In charge of all aspects of PR, from assigning ambassadors, inviting press and local consumers, to planning and managing media and trade events.
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Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
de Mamiel
British-born skincare de Mamiel, developed in 2010 by its founder Annee de Mamiel, uses pure and effective essential oils from around the world, as well as natural ingredients rich in vitamins and minerals, combined with the principles of Chinese medicine, acupuncture and aromatherapy. de Mamiel aims to go beyond mere skincare to contribute to the user’s wellbeing and help people to feel the best version of themselves every day. Candlewick is the exclusive distributor in Japan and is responsible for all PR, communications, and sales.
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rms Beauty
rms beauty is a clean beauty brand that offers makeup that brings out the beauty that shines from within. Responsible for PR, including events and media relations for the brand founder’s visit to Japan.
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FREDERIC MALLE
PR for the brand founded by Frédéric Malle, the pioneer of modern luxury parfum, who has been working with 12 of the world's finest perfumers under the concept 'Editions de Parfums'. Responsible for media relations and the planning and management of events such as the brand’s Japan launch at the French Ambassador's residence.
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Kilian
Media relations and event planning and management for Killian, the luxury fragrance brand created by Kilian Hennessy, the eighth generation of the Hennessy family. In charge of the event and media relations for Kilian's visit to Japan.
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Lab Series
Responsible for a wide range of media communications, from localizing content for Japan to focusing on media relations for Lab Series, a pioneer in men’s skincare developed in its own laboratory created in 1964 by the men's grooming brand Aramis.
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rahua®
The New York-born hair care brand rahua® was created by founder Fabian Iliguin after discovering an oil that was the source of the secret to beautiful hair for local women during his environmental protection activities in the Amazon region. Candlewick provided support for rahua® events in Japan.
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Josiane Laure
Josiane, former head of Ritz hotel’s spa in Paris, created the self-named brand with the philosophy that a healthy scalp is the key to beautiful hair. Candlewick oversaw PR for four and a half years, starting with the launch event and gifting and events and media relations. Candlewick also handled sales channel development.
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CND Shellac
Founded in 1979 and based in San Diego, California, CND Shellac is the global leader in professional nail products. Together with a Canadian PR firm and Japanese dealer Takara Belmont, Candlewick handled the PR and planning for various projects, including collaborating with KENZO at Isetan, and a gathering of famous Tokyo nail salons during Vogue Fashion Week.
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Uriage
A French spring water skin care brand imported by Sato Seiyaku. Together with a major advertising agency, the brand was able to increase its presence through media relations. Candlewick was in charge of the presentation and guest arrangements for the press conference.
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STEAMCREAM
STEAMCREAM uses raw materials with environmental benefits and aluminum cans that can be recycled and reused as containers. Candlewick took charge of all concept work, prototypes, and brand design, and contributed a PR approach to the branding process to make it successful.
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Burts Bees
Burt's Bees, an American personal care products company. Working in collaboration with agencies Blue Current and Fleishman Hillard we arranged an event.Candlewick took charge of setting up interviews, managing the event, and media relations, including using celebrities as guest speakers and preparing a workshop for making candles with beeswax.
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Client
Contents
PR Strategy
Planning
Branch
PR Consulting
Media/
Influencer
Relations
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
PRIMO
Importing and distributing Cubetto, a programming tool from the UK, designed for young children. Developing PR-driven marketing strategies and sales. Also developed sales channels for educational institutions.
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Toca Boca
Working with Toca Boca between April and December 2015 as its first non-English speaking market. Launched a Japanese webpage and Facebook page to engage with Japanese consumers. In additional to media communications, Candlewick also participated in the annual CANVAS summer holiday event, which saw over 70,000 parents and children attend.
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AGOS Japan
Formulated key messages to disseminate to targets through internal interviews within each company department, consumer surveys and discussions with internal company members. In order to promote awareness among parents, Candlewick invited coverage from national newspapers and secured front-page coverage in an evening edition.
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Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
IKEA Japan
Candlewick oversaw the PR for the groundbreaking ceremony for the new store, the opening of the Osaka and Kobe stores, and various plans and events to change Japanese consumers’perceptions towards their homes and furniture. Oversaw communicating the information at the time of the Great East Japan Earthquake.
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Miele Japan
Planning and management of launch events for the showroom openings in Meguro, Omotesando, and Kobe. Also planned and managed additional media events and attracted media coverage through PR utilizing the showrooms.
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Stokke
PR activities for the establishment of the Japanese subsidiary. Stokke is brand whose products were developed with the child's perspective in mind. Helped to establish the brand's Tripp Trap's, stroller and crib items that actresses and models admire and also as an indispensable item when raising children.
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KitchenAid
For the launch of the Mini KltchenAid Stand Mixer, Candlewick planned and managed media, influencer events, media relations, creation and management of social media accounts and establishment of community of fans.
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Royal Opera House
Working with the Royal Opera House on a short-term project basis to harness their opera in Japan to promote their Live Cinema Season. Candlewick was responsible for media outreach and securing attendance of ten media to a performance of Don Giovanni in Tokyo, and exclusive interviews with Director of Opera Kasper Holten and Chief Executive Alex Beard. In addition, Candlewick secured an exclusive interview with Japanese Royal Ballet dancers Akane Takada and Ryoichi Hirano for an eight-page spread in a luxury magazine Fujingaho.
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Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
Asprey
Oversaw the overall communication strategy, communication with stylists, and the introduction of new methods using social media. Also planned and managed celebrity gifting and themed pop-ups in department stores.
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Swedish Trade Council
(Swedish Fashion Week)
Coordinated a B2B event for multiple brands to come together to promote their products for the Japanese market by inviting trade and the media. The event was held in collaboration with Miraikan to help promote technology and materials.
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French Lingerie Exhibition Tokyo
Planning and managing all aspects of the "French Lingerie Exhibition" in Tokyo, including exhibition contents, audience gathering, press conference, and a party. 130 pieces of lingerie from leading French brands from the late 19th century were exhibited to express the idea that women's independence is held in the history of lingerie.
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UKTI (British Embassy Trade Investment)
French Embassy
Swedish Embassy
New Zealand Embassy
Irish Embassy
Australian Embassy
The Cooperation Council for the Arab States of the Gulf (GCC)
Qatar Embassy
Moscow City Government (Investment Roadshow in Tokyo)
Bahrain Formula 1
Taiwan Design Centre (Hong Kong Government)
Scottish Development International (SDI)
Client
Contents
PR Strategy
Planning
PR Consulting
Media/
Influencer
Relations
Event
B2C
B2B
Website/
Tool Creation/
Localisation
Client
Contents
Qatar Friendship Fund
Managed the PR office for a $100 million fund created by Qatar to support the Great East Japan Earthquake recovery. Responsible for branding and PR consultation to create over 10 self-sustaining projects in the affected areas, as well as planning and organizing events attended by the Minister of Foreign Affairs and other dignitaries.
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