Hiroto Ebata

Director, i Marketing, Marketing & New Businesses, Coca-Cola (Japan) Company, Limited

Born in Manhattan New York he holds dual citizenship (United States and Japan). He obtained his MBA and Global Management Program (GMP) certificate from Stanford Graduate School of Business in 1994. He co-authored "Coca-Cola Park's challenge for Eco-System Marketing". After working for the Aerospace & Multimedia Division for Itochu, he founded Digipri in 1996 and served as its CEO. As the world’s first online photo service he aquired patent for the world’s first digital camera printing terminal and serviced clients such as Yahoo!, Goo, Google, Canon, Fujifilm, FamilyMart, Three F and others. He has served as a member of the Japanese Ministry of Economy, Trade and Industry’s Research Committee on Intellectual Property Rights for Small and Medium Enterprises. In 2005, he joined Coca-Cola (Japan) as director of New Platform, Consumer Marketing (now called i-Marketing, Marketing Operations). He received “Web-jin (Web People) Grand Prize” by the Web Advertising Bureau (WAB) of Japan Advertisers Association Inc.

→ Follow Hiroto on Twitter @hirotoebata

Session: Coca-Cola Japan’s Triple Media Strategy

How Coca-Cola Japan built its membership site Coca-Cola Park into more than 9.3 million members
Coca-Cola Japan’s interactive triple media strategy and the role of Coca-Cola Park
Coca-Cola Japan’s strategy to form alliances/partnerships through Coca-Cola Park (eco-system marketing)
Coca-Cola Japan’s execution of integrated marketing campaigns
Coca-Cola Japan’s social media strategy