KANSAI Close-up

[Columns]American copywriter in Dentsu in Kansai sends commercials outside Japanese boundaries

In his business card, R. MauriceHolden identifies himself as a copywriter belonging to the Creative Division of the Kansai office of Japan's top advertising firm Dentsu Inc. A person who receives his calling card may wonder if, being a copywriter, he is in the front line of occupation among those people who create commercials shown on television. Commercials emanate Japanese society and social manners and customs. Advertising is a mirror that reflects changing times. Copywriters must pack the power of pursuit into short phrases-an effort to determine that a limited number of words can attain their objective. Is it possible for a foreigner to do the job? However, such misgivings proved to be unnecessary as far as Mr. Holden was concerned because he said in an interview that he worked mostly on commercials destined for countries outside Japan. In other words, he is creating commercials in English to be sent out of Kansai.
Hailing from Wilmington, Del., Mr. Holden studied American literature and video art at Williams College. He is 183 centimeters tall and weighs 95 kilograms. His neck is very thick. Asked if he played American football, he said, 'Yes, I was a running back.' He came to Japan seven years ago, first working for a small and medium advertising agency in Osaka and later joining Dentsu.