Allein Moore chats with Kentaro Kimura, Co-CEO, Executive Creative Director, Account Planner, who founded Hakuhodo Kettle, Tokyo, a break-away from the main Japanese agency. He talks about his need to seek fresh ways to connect to the customer and discover what they truly need, not what they want. His agency is breaking fresh ground in Japan. He was a judge in the 2012 AdFest held in Thailand which was where AdAsia caught up with him.