Whether launching your products for the first time or looking to grow your established business, at some point you’re going to seek the support of a talented marketing agency, and one that you can communicate with in English while they do their work in Japanese. Although truly bilingual agencies represent only a fraction of the total here in Japan, a quick Google search will confirm that many nonetheless exist.
If you happen to be overseas and without a local network of contacts, you’ll likely conduct your agency search using Google and one or more of the many directory websites that exist today, and then contact prospective agencies through their websites. It can be difficult to evaluate an agency from a distance, and so we’ve put together a short list of evaluation areas you can use when considering an agency to work with. Here they are:
Multicultural Fluency
While hiring native Japanese speakers is essential, true multicultural fluency is very important. This is because misunderstandings can–and do–arise due to differences in business practices, communication styles, and expectations.
Be sure to hire an agency that understands how business is done in the West as well as in Japan for a smooth engagement. Their cultural awareness can help bridge the communication gap and ensure they understand and can support your strategic goals. One way to gauge how effectively they might handle a cross-cultural collaboration with your firm is to ask about their previous projects with international clients.
Specialization
Rather than choosing a generalist agency, seek out one with in-depth expertise in your industry. Whether you work in tech, hospitality, or health and wellness, an agency with proven experience in your sector will be familiar with the unique challenges you face. They’re also more likely to have a portfolio of relevant case studies and adaptable solutions tailored to your needs.
For example, we’ve successfully partnered with several health and wellness clients—including Loop Earplugs, Candela, My Peace, SBI Pharma, Catalys Pacific, and biotech startups like I Peace. Our team developed industry-specific solutions using conversion rate optimization, email and content marketing, web design, paid ads, and localization to help these companies achieve measurable success in their marketing efforts. When selecting an agency, ask for examples of past work in your industry to assess their level of expertise.
Responsiveness
The responsiveness of an agency is a key factor that should not be overlooked. An agency that takes too long to reply to your initial inquiry or fails to provide clear answers may struggle to keep up with your needs later. When requesting proposals (RFPs), it’s common practice in Japan to contact at least three agencies for comparison. This approach allows you to assess how each agency responds to your specific requirements and gauge their level of professionalism.
Notice how quickly they respond and how comprehensive their responses are, as this is often a reflection of how they will manage communication throughout your partnership. During initial conversations, ask about their typical response times and how they handle urgent requests. A reliable agency will outline their processes and instill confidence in their ability to meet deadlines.
Team Composition
When selecting an agency, it’s important to understand who will be managing your account. In many cases, the team that you meet during the pitch process may not be the same team handling the day-to-day work. Ask to meet your account manager, creatives, and anyone directly involved in your project.
Agencies that emphasize team expertise and collaboration tend to provide better, more consistent service. Be sure to inquire about the team’s experience in your field and their roles in previous projects.
Transparency
Cost is always a factor, but it shouldn’t be the only one. The best agencies will be transparent about their pricing models and what’s included in their services. Be cautious of agencies that provide vague pricing or promise results without clear deliverables.
Ask for a detailed breakdown of their fees, including any additional costs that might arise during the campaign. A good agency will set realistic expectations and ensure that there are no surprises later. Keep in mind that higher-quality services may come at a premium, but they often deliver better results, saving you money in the long run.
By focusing on these five factors—multicultural fluency, specialization, responsiveness, team composition, and transparency—you can greatly increase your odds of selecting a marketing agency that not only speaks your language, but also understands and can fully support your business objectives.
If you’re looking for a bilingual marketing partner in Japan, Pulse Marketing here to help. Contact us today to talk about how we can support your next initiative in Japan.
