07 · Brand Discipline 07 / 12
Brand Effectiveness Study · 2020–2024

Recognition belongs
to restraint.

Brand recall rate by creative approach (%)
0 25 50 23% Scatter 31% Reactive 38% Celebrity 52% Narrative 74% Single Mark
This is the Dentsu Tokyo Creative design system, applied by Curio Design — a design-style library for AI agents. Full Dentsu Tokyo Creative guide → designbycurio.com/learn/japanese-dentsu-advertising-creative