Underworks Japan

Underworks Japan operates as a specialized digital marketing consulting firm, offering end-to-end support from strategy to execution for its clients. Founded in April 2006 by Manabu Tajima, the company was established to address a perceived gap in the market for more individualized, 'One to One' marketing, moving beyond traditional, attribute-based approaches. Tajima's background includes experience at Andersen Consulting (now Accenture) on CRM and e-commerce projects, which shaped his perspective on leveraging technology for marketing. This was followed by a year-long backpacking trip around the world, which further solidified his belief in firsthand experience, a principle that now underpins the company's approach.

The firm's business model is centered on providing comprehensive, technology-agnostic consulting services. It assists major corporations, including global brands like Panasonic, Subaru, and Suntory, in navigating the complexities of digital transformation. Revenue is generated through consulting fees for a wide range of services, including digital strategy formulation, marketing technology selection and implementation, website development, data analysis, and global web governance. A key offering is the firm's expertise in building and managing marketing technology stacks, ensuring that clients select and integrate the optimal tools—such as MA, CDP, and BI platforms—for their specific needs without being tied to any particular vendor.

Underworks provides a suite of services covering the entire marketing lifecycle. This begins with discovery and strategic planning, progresses through data integration and communication design, and extends to operational execution and governance. The company has a strong focus on global projects, supported by a multilingual team and offices in Tokyo and Paris, as well as a subsidiary, Clickr Media, in Singapore. This international presence facilitates smooth communication and project management across different time zones and markets. A notable contribution to the industry is the annual publication of the "Marketing Technology Chaos Map JAPAN," which organizes and clarifies the domestic marketing technology landscape.

Keywords: digital marketing consulting, marketing technology, customer experience, marketing automation, web governance, data integration, CDP implementation, global marketing, strategic planning, technology agnostic, B2B marketing, customer journey mapping, personalization, CRM consulting, data privacy, website development, marketing orchestration, digital transformation, marketing technology stack, Japan, APAC market