Que

What Que does

Que (株式会社Que) is a Tokyo-based, language-driven branding and advertising agency founded in February 2018 by former Dentsu executives Yasuhisa Nito and Yosuke Mamiya. The firm delivers integrated brand communication services — TVCM production, copywriting, naming, graphic design, integrated multi-channel campaigns, sales promotion, and brand consulting — to large Japanese enterprises across food & beverage, telecommunications, technology, finance, retail, gaming, automotive, real estate, HR, and pharmaceuticals. Named clients include NTT Docomo, Coca-Cola Japan (Georgia brand, 12+ campaigns), Microsoft Japan, Sony Interactive Entertainment (PlayStation), Bizreach, GO, Kagome, Daihatsu, ACOM, Noritz, Nissin Foods, Seven-Eleven Japan, Timee, and SHE.

Que's core technology is a proprietary creative methodology built around language as the foundation of brand strategy. The firm uses codified processes including the Deepquestion Sheet, 全文章化 (full-text summarization), and the 刺さる45の法則 (45 Rules of Memorable Communication) framework — the latter jointly developed with ContentAge and structured across three communication patterns (burst/viral, conversational, cultural asset) with 'What to Say' and 'How to Say' dimensions. International creative award credentials (Cannes Lions Gold, London International Advertising Awards Gold, Ad Fest Gold, ACC) validate the approach.

Revenue is generated on a project-by-project professional-services basis via direct enterprise sales, with engagements spanning strategy through creative execution and often running multi-year with repeat mandates per client. Pricing is bespoke quotation-based. In June 2025, Que launched the 刺さる研究所 (Sasaru Research Institute) joint venture with ContentAge to productize its methodology into standalone service lines (brand launch, MVV penetration, short drama, Z-gen branding, regional revitalization, recruitment branding). The firm is privately held, founder-controlled, operates exclusively in Japan, and maintains a group subsidiary (Quest Inc.) executing select client mandates.

Name

Que

Legal name

株式会社Que

Website

https://que.tokyo

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Que is a Tokyo-based, language-driven branding and advertising agency founded in 2018, providing TVCM production, copywriting, naming, design, and brand consulting to large Japanese enterprises across F&B, telecom, tech, finance, and other sectors.

Ownership category

akta.pro rank

Product category

Advertising & Branding Services

NAICS

Advertising Agencies (541810), Graphic Design Services (54143), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Creative Concepting & Campaign Development (BPAFAEAD)

akta.pro secondary industry

Corporate & Financial Communications PR (MPAAADAA)

Keywords

• Brand communication services
• Advertising creative agency
• TVCM production
• Copywriting services
• Naming services

Headquarters

HQ city

Minato

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising Communication Planning and Production: Que's primary revenue stream comes from providing advertising communication planning, creative strategy, and production services to corporate clients. Engagements include TVCM production, brand film creation, copywriting, naming, and integrated communication campaigns. Revenue is generated on a project-by-project basis for enterprise clients, with services spanning from strategy through to final creative execution.
2. Brand Consulting and Strategy: Que provides brand strategy, brand philosophy (MVV: Mission/Vision/Value) development, and business consulting services. This includes helping clients articulate their corporate purpose, values, and brand direction, often in conjunction with milestone events such as company name changes or new business launches.
3. Content Development and Production: Que produces various forms of content including corporate films, video campaigns, graphic design, brand books, culture books, and promotional materials. These services are bundled with strategy and creative services as part of integrated brand communication mandates.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Que is a Tokyo-based branding and advertising creative agency that plans, produces, and directs brand communications for large Japanese corporations. Its work spans TVCM and video production, copywriting, naming, graphic design, integrated multi-channel campaigns, sales promotion, and brand strategy/consulting, delivered through a language-driven methodology that integrates strategic thinking and creative expression within the same senior team.

Product overview

Que is a language-driven branding and advertising creative agency offering comprehensive creative services including TVCM and video production, copywriting, naming, graphic design, integrated communications, sales promotion, and brand consulting. The company specializes in developing communication strategies and expressions from concept to execution, with strategic thinkers creating the actual expressions. Their approach emphasizes explaining creative decisions through structure rather than intuition, aiming to create effective rather than merely interesting advertising.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative (TVCM/Video Production) Television commercial and video production services including concept development, scriptwriting, direction, casting, and post-production for corporate advertising, product advertising, brand films, and recruitment videos.
• Copywriting and Taglines Copywriting services for taglines, catchphrases, and statements that convert business vision into socially impactful language.
• Naming Services Product, service, corporate, and facility naming services that discover and construct meaning rather than searching for existing meanings.
• Graphic and Visual Design Design services for posters, brochures, leaflets, brand books, and culture books where strategy and copy are constructed from the same perspective, not as decoration.
• Integrated Communications Cross-channel communication design spanning television, digital, social media, events, and PR with consistent messaging across all touchpoints.
• Sales Promotion Sales promotion design for stores and promotional campaigns that function at the point of sale while maintaining brand consistency.
• Brand Consulting Brand strategy and business consulting services focused on language-driven brand development and sustainable growth.
• Content Development and Production Content development and production services for corporate films, video campaigns, graphic design, brand books, culture books, and various brand communication needs.

Quantifiable outcome

• 第47回日本BtoB広告賞 審査委員会特別賞（PR誌の部）— Recognition for Noritz internal philosophy communication picture book project

Named customers19 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• 株式会社ContentAgecoreStrategic or Co-development Partner · 1 June 2025Que and株式会社ContentAge established '刺さる研究所' (Sasaru Research Institute), a joint team dedicated to researching and developing brand communication methodologies for creating memorable, emotionally resonant campaigns. The partnership produced the '刺さる45の法則' (45 Rules of Memorable Communication) framework, combining Que's brand strategy expertise with ContentAge's content and marketing capabilities. ContentAge brings IP development, entertainment talent management, and integrated advertising services. Que provides brand strategy and creative expertise. The institute offers services including 刺さるブランドローンチ, 刺さるMVV浸透, 刺さるショートドラマ, 刺さるZ世代ブランディング, 刺さる地域活性化, and 刺さる採用ブランド, and maintains a dedicated website at sasaru-lab.jp.
• Quest社 (Queグループ会社)coreStrategic or Co-development PartnerQuest is Que's group company that handles certain client projects, specifically noted as executing Georgia coffee brand campaigns for Coca-Cola Japan. Projects handled by Quest are clearly labeled 'Quest案件' or 'Quest社案件' in Que's portfolio. The group structure allows Que to serve clients through an affiliated entity.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dentsu Inc. Japan's largest advertising agency and the former employer of Que's co-CEOs and several senior team members. Competes for the same blue-chip Japanese corporate mandates at scale; relevant because of Que's Dentsu-derived methodology and ongoing competition for shared clients.
• ADK Holdings: Major Japanese advertising agency group offering creative, media, and content services. Competes with Que for enterprise Japanese brand mandates as a broad incumbent with deeper media and production infrastructure.
• Hakuhodo Inc. One of Japan's largest advertising agencies with extensive brand strategy and creative capabilities. Comparable as a broad incumbent competing for the same enterprise client mandates Que targets, but with far greater scale, media buying, and integrated service breadth.
• Geometry (Publicis Japan): Japan-based brand experience and creative agency operating under Publicis. Competes for major Japanese brand mandates as part of a global holding-company network, with broader geographic reach than Que.

Direct peers

• TBWA\Hakuhodo: Tokyo-based creative advertising joint venture between Hakuhodo and TBWA. Directly comparable as a creative-led agency competing for high-profile Japanese brand mandates with award-caliber creative output and similar integrated campaign work.
• Robot Communications Inc. Japanese independent creative and communications agency with integrated brand strategy and advertising services. Comparable as a mid-sized Tokyo creative competitor pursuing similar enterprise client work.
• Drill Inc. Japanese creative agency specializing in brand communication and creative strategy for major brands. Comparable boutique-style competitor pursuing similar enterprise client mandates with creative differentiation.
• PARTY: Tokyo-based creative boutique known for award-winning work with major Japanese brands. Closest comparable to Que in scale, positioning, and creative-led boutique model targeting blue-chip Japanese corporates.
• Wieden+Kennedy (Tokyo): International creative agency with a Tokyo office that pitches for premium creative mandates from Japanese corporates. Directly comparable as a creative-led, award-winning boutique pursuing the same enterprise brand-communication work.

Others

• AOI Pro. Inc. Japanese production company with significant creative and TVCM production capabilities serving major Japanese brands. Comparable as an ecosystem participant that overlaps with Que's TVCM/video production services and often works with similar clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/QueTokyo

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Que