WOM marketing body to set up in Japan

When it officially launches in the Spring, The Word of Mouth Japan Marketing Association (WOM Japan) is expected to consist of 203 advertising, public relations and media firms headed by 10 individual committee members from companies such as Dentsu Public Relations, Hakuhodo DY Media Partners, Bilcom and Tokyu.

The organisation will aim to promote the growth of word-of-mouth marketing in Japan through exchanging insights and case studies, establishing a code of ethics and best practice, and building relationships with related industry bodies domestically and abroad.

According to an initial statement from the organisations involved, planned activities include the hosting of summits, award ceremonies and seminars, the establishment of working groups, a membership magazine, and the drafting of a white paper.

The statement notes that the Japanese word-of-mouth market suffers from a lack of regulations that potentially hinders growth, and from a dearth of opportunities to exchange knowledge.

A spokesperson for the group stated that as well as functioning as a trusted source, WOM Japan would “reassure clients that international standards are being applied here in Japan”.

A representative for WOM Japan has yet to be announced.