June 30, 2014
Shinichi Ueno
President and Group CEO
ASATSU-DK INC.
Securities code: 9747

ADK Established a New Company to Support Advertising and Promotion Activities
with the Proprietary Database which Capture Consumers’ Actions and Insights

ADK (Registered name; ASATSU-DK INC., President & Group CEO; Shinichi Ueno, Head Office;Minato-ku, Tokyo) announces that it has established a new subsidiary named Axival in the field ofmarketing and consulting. The company begins the services today.

1.

Objectives of establishing a new subsidiary
ADK has founded a new subsidiary named Axival Inc. as one of the means to embody “theConsumer Activation Company” that it is calling for. The company name of “Axival” was adopted
with a hope that it will decipher target audiences’ Actions and Insights, leading to creating newValues.
In addition to the accumulated findings gained from ADK-initiated researches on consumer
attitudes, values, living activities and media contacts, merging original purchase data and media
contact log data of INTAGE Inc. (President & Representative Director; Noriaki Ishizuka, HeadOffice; Chiyoda-ku, Tokyo), we have built “3-D Database”, or the proprietary Axival database.
This is unique combination of consumers’ attitude, purchase and media contacts. This data allows
us to observe from the front-end to the back-end, in other words, the people with “what kind ofthoughts”, “what did they see?”, “how did they feel?” and “what did they buy?”
Axival supports advertisers’ communication through following services based on the “3-DDatabase”.

2.

Services to offer

Real User Profiling
How realistically can we feel the target audience? This is what impacts from aproduct development to a communication design. Axival delivers a well-fleshedprofiling report regularly including users’ features and characters, media contacts

and living actions in detailed and concrete manners.
Media Planning Support
Leveraging the insights of media buying and planning in a variety of sectors, Axival
advises how to use media to reach not only the demographic target, but the target
identified based on purchase and attitude data more efficiently.

Advertising investment effect tracking
Leveraging the ability to capture both media contacts and purchase data from thesame audience, Axival enables to track changes over reached-target’s purchasebehavior and examine the effect of advertising spending.

Customer Clustering
Applying the established technique to analyze consumers, Axival analyzes andclusters advertisers’ customers, and offers a profile of consumers’ attitude,purchase and media contacts. Axival is capable of drawing out integrated plans, thatinclude from CRM to mass communication.

Marketing Communication Support
Combining some of service menus upon customizing, Axival supports advertisers tocraft marketing communication plans and prepare presentation to advertising
agencies.

Axival also promotes experiments of DMP (Data Management Platform) utilizing “attitudes andvalues” based on the know-hows of long-engaged consumer analysis.

3.

About Axival
Brand Name:

Axival Inc.

Location:

3-15-12 Nishi Shimbashi, Minato-ku, Tokyo

Representative:

Yoichi Numata

Capital:

75 million yen

Fiscal Period:

January - December

Shareholder Structure:

ADK：100%

Business Line:

Marketing and consulting

Beginning of Services

June 30, 2014

Website:http://www.axival.co.jp*The company was registered on May 23

4.

Profile of Yoichi Numata
Joined ASATSU Inc. (the predecessor of ADK) in 1988. Numata was initially deployed toMagazine Division and worked with one of the major publishing companies. He built theproprietary magazine database when he was there. In 1994, Numata initiated the Media
Planning Department, undertaking a broader span of media planning and central media buying
work for foreign-affiliated clients. He was then transferred to R&D Division, where hedeveloped the media planning support system and one-of-a-kind consumer research method.
He was involved in planning at a level of practice while researched and developed planning
methods and planning systems with the aim of fusing digital and mass media.
He served as the main editor and writer for a book titled “MEDIA PLANNING
NAVIGATION” published by Senden Kaigi in February, 2014. The book approaches how mass
media-centered media planning should be from a completely different perspective.

http://www.sendenkaigi.com/books/media/2188

Contact
Kaori Nakajima
Office of Corporate Communications
ASATSU-DK INC.
Telephone: +81-3-6830-3855
E-mail: adkpr@adk.jp