#Japan #Gen Z #AMP #Minato-ku #Dentsu PR Consulting

AMP Business Media Revamp: Enhancing Engagement for Gen Z

The AMP business web media, managed by Dentsu PR Consulting, has announced a comprehensive redesign aimed at enhancing its value for young professionals, especially those from Generation Z. Slated for launch on December 3, 2025, the new AMP website will promote a more personalized interaction with business information, allowing users to view relevant content as their own. This initiative coincides with the strengthening of thematic features such as 'Gen Z,' 'Startups,' and the introduction of a new 'BtoB' section, all crafted to adapt to the evolving landscape of society and business.

Background and Purpose of the Redesign

AMP has consistently provided insights into current social trends from various angles—technology, culture, career, and sustainability—targeting the younger business demographic. However, in today’s information-saturated society, merely providing information is no longer sufficient. There is an increased demand for media to inspire action among users. In light of these societal shifts, AMP's purpose has expanded beyond merely piquing intellectual curiosity; it now aims to facilitate the transformation of information into personal calls-to-action.

The recent developments in social structures and values have pushed AMP to redefine its brand identity. The redesign is not just a face-lift; it’s a strategic move to re-establish AMP's relevance and utility in the contemporary landscape by cultivating engagement through relatable content.

Overhaul of the Top Page

In alignment with its brand redefinition, the complete overhaul of AMP’s top page is designed to resonate more deeply with young business professionals, creating an aesthetically pleasing and engaging design. The new architecture will provide an intuitive experience of AMP's content ecosystem while streamlining user pathways. The enhancements will reflect AMP's commitment to catalyzing action while boasting a visually compelling design that appeals to younger audiences.

Thematic Features

This redesign focuses on capturing the breadth of societal and business shifts through three core themes tailored to provoke personal reflection and engagement among readers:

Gen Z Feature: 'Z-Guide – New Generation Manual'

This feature dives into the values, behaviors, and societal engagement of Gen Z, offering insights into effective communication and marketing strategies tailored to this demographic. By sharing real stories from Gen Z’s fast-evolving landscape, AMP aims to provide businesses with new perspectives on engaging younger audiences effectively.

Original Initiatives Include:

• - Corporate Contributions 'New Generation Strategy Guide': Companies can share their marketing strategies and initiatives aimed at Gen Z in their own words.
• - Influencer Interviews 'A-Side/B-Side': An exploration of the multifaceted lives of Gen Z influencers, revealing their perspectives through their lifestyle and work ethics.

Startup Feature: 'THE STARTUP – A Scene of Innovation'

Focusing on groundbreaking startups, this section showcases the journeys of entrepreneurs and investors. Readers can glean valuable insights and lessons from real-world challenges encountered in the startup ecosystem, preparing them for the forthcoming waves of innovation.

Original Initiatives Include:

• - Corporate Contributions 'Turning Point': Founders share turning points in their startups' stories, detailing the challenges and lessons learned along the way.
• - Investor Interviews 'Investor’s Eye': Deep dives into the decision-making processes of angel investors, offering insights into how they support startups.

BtoB Feature: 'Social Shifter – Accelerating Change in Japan’s BtoB'

This feature highlights companies that underpin social and industrial foundations in the BtoB sector. It seeks to rediscover the value brought by their services and technologies while focusing on the themes of infrastructure, collaboration, quality of life, and tech-driven social change.

Rebranding Strategies

AMP has taken this opportunity to redefine its branding as well, shifting from merely stimulating curiosity to becoming a pivotal tool for readers. They now aspire to be seen as facilitators that help readers take charge of their careers and business futures. The new vision, 'Be the Protagonist of Your Business Life,' encapsulates the goal of viewing business as not just a means to an end, but a rich, integral part of life. Readers will be equipped with ideas to transform their business and career choices into personal agendas.

About AMP

AMP serves as a business media platform designated for young professionals, offering insights into how to engage with the ever-changing dynamics of business and society. By traversing across technology, culture, and sustainability, AMP aims to provide its audience with helpful hints for crafting their unique business journeys. By framing the overwhelming information landscape through a lens of optimism and proactive engagement, AMP seeks to inspire its readers towards positive actions in their careers and businesses.

For more information regarding the business web media AMP, please visit AMP Media.

About Dentsu PR Consulting

Dentsu PR Consulting is a specialized company within the Dentsu Group. Since its inception in 1961, it has served as a strategic partner for both domestic and international corporations, government entities, and organizations in reputation management. Dentsu PR Consulting dedicates itself to pursuing social innovation through data analysis and optimized information design. The agency has received accolades such as the 'Japan Consultancy of the Year' and 'North Asia PR Consultancy of the Year' from PRovoke Media (formerly known as Holmes Report).
Learn more about Dentsu PR Consulting.