An-yal: Celebrating a Decade of Innovation!
As we mark our 10th anniversary, we reflect on the journey of innovation, growth, and transformation that started with humble beginnings…
How it all began
Originating from Manchester, in the United Kingdom, CEO and Founder of An-yal, Chioma Anyalewechi, had spent over a decade in Japan working as an independent consultant and business skills coach, working alongside the C-suite of many of Japan's largest businesses and organizations.
In 2014, she founded 'AN-YAL Consulting', a company dedicated to training and education in marketing and business management. Interestingly, this also included an English linguistics and pronunciation program focused on phonetics, understanding language sounds, and the workings of internal and external speech organs.
Chioma Anyalewechi, An-yal CEO and Founder
What's in a name?
'An-yal' is derived from the founder’s family name, but there is a story behind this. Chioma explains, 'Having a very difficult name to pronounce, when I was younger, I'd sometimes shorten my family name to Anyal. And as the name for my business, it seemed fitting: it starts with 'A' so gets to the top of alphabetized listings, and being my own name, I don't have to explain its meaning,’ she laughs. ‘Then, separating the syllables with a hyphen made it more unique and easier to pronounce correctly in most languages’.
From an educational program to the birth of an agency
In 2015, while working with one of Japan’s largest advertising agencies, Chioma was tasked with developing a bespoke digital marketing training program for many of the agency’s employees.
For two years, the GDMP (Global Digital Marketing Program) program developed multiple mock projects based on real-life RFPs for various lifestyle brands, including McDonald's. Participants were required to create and demonstrate fully formed solutions, which included targeting and communication strategy, brand activations, campaign strategy, media planning, and project and budget management.
In the development and delivery of the program, Chioma utilized her background in professional service marketing she attained while positioned at Llyod's of London, London Metal Exchange, and City University Business School before moving to Japan in 2004.
Through the GDMP project and proximity to industry experts, she gained insight into communication strategy and solutions for non-domestic global lifestyle brands targeting the Japanese market. In addition, she observed the complexities and sluggishness of large advertising entities in the delivery of these services, as well as common miscommunications between Japanese agencies and their international clients.
It was from here that she identified a prevalent gap and opportunity, for which in 2017, AN-YAL Consulting rebranded as 'An-yal', a boutique digital marketing agency specializing in lifestyle brands.
Pearls of wisdom from an unlikely source
Chioma points out that, contrary to common belief, advice and moral support from many of the C-suite 'Oji-sans' (older Japanese uncle-types) at the Japanese advertising agency actively encouraged her endeavors, explaining that ‘many of those guys have a wealth of experience and knowledge of the industry, but I also learned a lot about leadership and the dynamics of running a business.’
'I often get asked how being both non-Japanese and a woman in business here in Japan affected me, especially when I first started out, and I guess mine is a non-typical answer because, to be honest, those were the least of my problems at the time. Finances and business growth were far more pressing!'
She suggests, ‘The thing about Japan is that almost everyone I know is or has a sibling, close relative, or friend who has their own business or is hoping to start one. And regardless of who you are or how small or obscure your business is, it is something to be proud of.’
When asked about the most significant advice she received, Chioma recalls, 'I was told that (in Japan), for a tiny, independent business just starting out, the biggest problem you'll have with getting clients is their fear of the potential risk to their business or reputation. And therefore, it's crucial to demonstrate quality, reliability, and confidentiality.’
Growth leads to opening offices
In 2016, An-yal moved to its first home in the Nishi-Shinjuku area of Tokyo, and as the team and projects expanded, within 2 years, An-yal acquired a location in the heart of Ikebukuro, the anime mecca of the city.
For both moves, the team installed and assembled all of the furnishings and facilities themselves, and the aptly named 'Treasure Factory' second-hand goods store came in handy for practical and unique furnishings. Chioma recalls, 'I remember myself and one of our team laying down wood flooring and carpet tiles, then assembling wooden desks manually, without powered tools. Hands all scratched up and bleeding! Very exhausting but exhilarating when it was finally over!’.
Even as An-yal expanded to its current location in the trendy artisan enclave of Takadanobaba, the team organized the interior and assembled furnishings, albeit with practical tools!
2016, Nishi-Shinjuku, Tokyo
2018, Ikebukuro, Tokyo
A full-service advertising agency
By the time 2022 arrived, An-yal had been working with large multinational clients for many years, providing full-service project execution with a particular focus on brand awareness and communications strategy.
Having collaborated with numerous globally recognized and cutting-edge brands such as Yamaha, Moroccanol, DORCO, and Vicente Gandia, An-yal reached a significant milestone. An-yal established 'An-yal LLC', as an independent advertising agency for lifestyle brands, not only in the Japanese market but also worldwide.
Choima remarks, 'We've also been extremely fortunate to have clients open to new and innovative approaches. It enabled us to experiment with AR and AI technology, such as creating branded games and interactive filters, resulting in very successful campaign activations.’. This was demonstrated in 2023 when An-yal's branded filters achieved global recognition by ranking among the top five effects on TikTok and receiving over one million views.
Insights into Brand Success in Japan
With over 20 years of living in Japan and half of that time leading An-yal, Chioma shares her insights on considerations for brands to succeed in the Japanese market.
'One of the most crucial aspects of succeeding in Japan is understanding Japanese consumer behavior, which can be very different from other markets. A brand or product's massive success elsewhere may not guarantee market fit or 'quick' success in Japan.
Moreover, it is essential to have a deep understanding of and be able to resonate with people's daily lifestyles, values, and sentiments. This means localizing and personalizing content and messaging in a way that aligns with cultural nuances and preferences. For example, subtle and indirect communication can often be more effective than being bold and direct.
Another key point is to recognize the importance of building relationships. Relationships in Japan, particularly in business, are based on trust and respect, and establishing a solid reputation often requires time. This is precisely how brands should demonstrate their commitment to the market.
Lastly, consider the collective nature of Japanese society. Social harmony and group consensus are still highly valued, so strategies that appeal to group dynamics and emphasize shared experiences can be particularly effective.'
An-yal, Now and beyond
Chioma states, 'We have always strived to be at the forefront of innovation, prioritizing a thorough understanding of markets, consumer behavior, and our clients' unique needs, which is why every member of our team is a highly skilled specialist in their field.’ She adds, 'And as An-yal grows and expands, we will remain an agile, receptive, and informed agency and partner for lifestyle brands.'
As we come to the end of a remarkable decade, we're deeply grateful for the journey that has shaped An-yal, thanks to the wisdom and support of our team, clients, and partners. Looking ahead, we remain committed to pushing boundaries and exceeding expectations, and we invite you to join us on this journey as we anticipate even greater achievements in the coming years!
Based in Tokyo, An-yal is the leading independent advertising agency for global lifestyle brands in Japan and worldwide. Contact us to get ahead with your advertising, marketing and creative needs.
