Global Creative President Of UNIQLO: How To Control Creative Marketing Direction

Ryui Masa knows that John C Jay's experience and background in the field of sales, design and communication can help fast marketing play a decisive role in the future communication with consumers.

In 2014, John C Jay was invited by Liu Jing, chairman of Xun marketing group, to take charge of all work related to creativity, including product design, store design, media, marketing and brand strategy.

Ryui Masa knows that John C Jay's experience and background in the field of sales, design and communication can help fast marketing play a decisive role in the future communication with consumers.

Of course, many friends are not familiar with this big guy, but in fact he has a very close relationship with the street trend.

Teng Yuan Hao, KAWS and other industry designers, creative people, cultural pioneers and even brand NIKE are very intimate with John C Jay, all of which happened in his early working W+K advertising company.

Through in-depth street basketball culture in New York, with the most grass-roots opinion leaders to promote NIKE's brand communication in the land, and also shows the local culture.

The success of "NYC" has made "CITY ATTACK" still in use so far. NIKE has launched the "CITY ATTACK" project around the world.

Figure: John C Jay, global creative president, UNIQLO

JohnC Jay is keen to integrate culture, business and creativity, so he is very willing to get to know each other.

Creative talents, communicate with them, acquire knowledge and inspiration, and explore the possibility of cooperation.

The 98 year music album "Player 's Delight" produced by NIKE Japan not only won the reputation of Japanese hip-hop record, but also made John C Jay get the opportunity to launch an independent recording brand with Polystar Records.

Teng Yuan Hao, who we are familiar with, was introduced to NIKE by John C Jay.

Later, Teng Yuan Hao's NIKE HTM in 2002 created a unsold Air Force 1 for the W+K Tokyo branch. The vamp was made of special fur leather and embroidered with the word "W+K Tokyo 2002" on the tongue.

Photo: Ryui Masa and John C Jay

Because in the editing work of social news publications and the creative work of Bloomingdale s in famous department stores, John C Jay realized the importance of combining business with art and culture all over the world, and let him understand that only by constantly expanding his horizons and accumulating knowledge can he have a high degree of free thought, which is why he has been working hard.

Ryui Masa is well aware of the value and power of advertising creativity nowadays. John C Jay is also familiar with the ambitious goals of UNIQLO and Ryui Masa, after all, they worked together 10 years ago.

The addition of John C Jay is also a way to break away from the advertiser's point of view as a brand side to relearn creative marketing. He regards the job as a new challenge to escape from the comfort life.

After being sold quickly, John C Jay injected vitality into UNIQLO's brand and value proposition, such as fast marketing creative laboratory, UNIQLO Tokyo new headquarters and so on. In addition, Disney's MAGIC FOR ALL concept store in Huaihailu Road Shanghai flagship store was also promoted by him.

The 2016 John C Jay led marketing campaign The Science of LifeWear (suit life, innovative dressing Philosophy) reflects UNIQLO's attention to the story telling with clothes, no matter the marketing video of why we dress, or the dialect videos launched in 2017, has achieved the connection with humanity.

In terms of art and culture, UNIQLO's UT has always been

The joint names of artists and designers such as KAWS and Lemaire ensure the high quality and diversity of UNIQLO design. Is it possible for us to see the cooperation between UNIQLO and Teng Yuan Hao and even NIKE?

John C Jay knows that her mission as global creative president is to inspire people around them and improve the creativity of the people around them. Only by encouraging each other and keeping on studying their positive attitude can enterprises become more competitive.

Under the leadership of UNIQLO and even fast selling group, we believe that we can show a more refreshing global image for us.