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Illustration of content creation, a Custom Media area of focus.


Content & Creative


Shaping Your Narrative: The Reign of Quality Content Continues!

Our CEO Robert Heldt reflects on how we've transformed over the years—while keeping content creation at center stage.

By Robert Heldt 
Custom Media

In 2008, I co-founded Custom Media to help global and Japanese companies share their stories. We created bespoke bilingual (English / Japanese) magazines in print for our clients, including BCCJ ACUMEN, the official magazine for the British Chamber of Commerce in Japan. We were later invited to pitch for and take over the official publications of the American and Canadian chambers of commerce in Japan, and became the exclusive advertising agency for INTOUCH, Tokyo American Club’s prestigious membership lifestyle magazine. 

However, over the years, as digital and social media reshaped the business landscape, we also evolved. We transformed ourselves from a boutique bilingual publishing house into a full-service digital marketing agency with a strong focus on storytelling approaches for global B2B brands that help them connect with their audiences in Japan. 

And since this transformation, we’ve gone from strength to strength. This year in particular is a special one for us at Custom Media. We’re thrilled to be recognized as a Campaign Asia-Pacific Japan/Korea Content Marketing Agency of the Year. The Awards, organized by leading London-based global publisher of data and information, Haymarket Media Group, celebrate top marketing and PR companies in Japan and South Korea. Since the early 1990s, they have recognized inspiring leadership, management excellence, outstanding business performance, and overall achievements in advertising and brand communications. This accolade is a testament to our team’s boundless creativity, insatiable curiosity, and unwavering commitment to the power of narrative.

It’s also a reflection of our company’s DNA. We believe in the transformative power of content, and harness it strategically to help our clients achieve their goals. Just one way we do this is by employing the PESO model, which deploys paid, earned, shared and owned media for maximum effect. This approach allows us to elevate brand stories, ensuring they not only reach but also resonate. This is just one approach in our creative arsenal, which we bring to bear in a unique way for each of our clients. 

No matter how much we have transformed over the years, content is at the heart of what we do—and it always will be. In 2024, we look forward to having you join us in this exciting journey as we continue to redefine storytelling in the digital age.

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