Cosmo occupies a unique niche in the middle ground between the large Japanese advertising agency-owned public relations firms, many of which have impressive media contacts and local knowledge but limited strategic capabilities, and the Japanese operations of U.S. multinational agencies, which often provide good processes and sound strategic thinking but don’t always have strong local relationships. Led by Kumi Sato, an American-educated former McKinsey consultant who took over her parents’ firm in the early 80s, Cosmo looks to combine the best features of both those groups—and for the most part it succeeds, consistently ranking among the top independent firms in the region, a preferred partner for Anglo-Saxon agencies without their own Japanese operations.
Founded in 1960, the firm worked primarily with Japanese companies through its first 30 years, but changed its focus when Sato took the helm, focusing on providing assistance to U.S. multinationals looking to establish themselves in Tokyo (today about 75 percent of its clients are multinationals). It also moved beyond the media relations realm to offer strategic communications consultancy, and today is best known for issues-driven work, with expertise in advocacy and public affairs, crisis and issues management, corporate positioning and reputation management, internal communications and corporate social responsibility, with a focus on the healthcare, food and food science and services sectors (it is known for introducing the first female oral contraceptive in the Japanese market and handling various regulatory and safety issues for U.S. beef producers). A major point of differentiation is the firm’s proprietary Key Opinion Leader Research process, which provides insight into stakeholder attitudes, decision making processes, and the issues they perceive as being of primary importance.
Sato continues to lead the firm and remains one of the leading figures in the Japanese public relations industry, having been named as one of 50 “Stars of Asia” by Business Week magazine and one of 50 Leading Women Entrepreneurs of Japan by Forbes and having more recently authored a book on corporate social responsibility (Aisaseru Kaisha no Jiken). The firm’s leadership team includes executive director Paul Hasegawa, formerly a director with ACNielsen Japan and a veteran of advertising agency positions with I&S (now I&S/BBDO) and Ogilvy & Mather Japan; and director Ryuji Kondoh, who oversees the healthcare division. A significant new addition to the team last year was the former COO of JWT Japan, Satoki Sano, who joins as senior strategic advisor.
The expertise of its leadership team is supplement by a network of partners that includes leading think-tanks, key opinion leaders, industry associations and professional bodies. Cosmo partners with Social System Design Institute, one of Japan’s preeminent think-tanks influencing Japanese policy, and has served as secretariat for the Medical Journalists Association of Japan for 15 years. It also works with public figures such as Kiyoshi Kurokawa, professor at the National Graduate Institute for Policy Studies and former advisor to the Japanese Cabinet, on global health issues and Japan’s overseas development assistance. Cosmo’s reach extends to the global marketplace through its membership in the Public Relations Global Network, an alliance of 39 independent PR firms with more than 800 people around the world.
Cosmo has enjoyed healthy growth in recent year—it now employs a team of about 50—thanks in part to growth in the CSR arena and a thriving advocacy and public affairs practice, underpinned by the firm’s experience handling medical efficacy, food safety and other sensitive issues. It achieved a 95 percent staff retention rate in 2009, which translated into an equally impressive (92 percent) client retention rate, continuing its work with Novartis, Wyeth, the American Medical Devices and Diagnostics Manufacturers’ Association, Cook, KCI, the Norwegian Seafood Export Council, United States Meat Export Federation, Council for Biotechnology Information Japan, and Hitachi Consulting, and adding new clients including Sanofi Aventis, GlaxoSmithKline, Abbott Japan, Edwards Lifesciences, KCI, Symyx Technologies, BASF and Visa.
Highlights of the firm’s work included the launch of Japan’s first cervical cancer vaccination, Cervarix, with an education campaign that included outreach to key opinion leaders and relevant media, and the creation of the American Medical Devices and Diagnostics Manufacturers’ Association, having worked with many member companies as part of an ongoing relationship with the American Chamber of Commerce in Japan. Cosmo also earned two SABRE nominations for its work with Novartis, helping to raise awareness of high blood pressure. Says Hans Petter Naes, head of the Japan office for the Norwegian Seafood Export Council: “Cosmo served NSEC for 10 years… It is a valued partner which understands the issues and how to navigate them.” Adds Derrick Buddles, director of AMDD: “Cosmo is to be congratulated for its efforts in 2009, showing adaptability and creativity in supporting the work of the public awareness committee to educate journalists so that the public and KOLs understand the importance of what the AMDD does for patients, the healthcare system and the economy in general.”
Cosmo continued to work internationally through strategic partnerships with leading healthcare firms such as Red Door Communications in London, Weisscomm in the United States, and global public affairs firm APCO. —PH