Episode Details

"Leadership, I think it's really walking the talk."

"I think it comes from within, being genuinely very interested in people."

"You can't win every battle, and you're crazy if you try to."

"Let's look at the spirit of what they're trying to achieve."

"To be successful in Japan, I think you have to be patient."

Campbell Hanley is the Managing Director of Weber Shandwick Japan, one of Japan's longest-established international public relations and communications agencies. Originally from Torquay near Melbourne, Australia, he came to Japan in 1992 after deciding to live in a non-English-speaking country and develop international experience outside Australia.

His career in Japan has moved across public relations, journalism, content marketing, advertising, digital communications and agency leadership. Hanley began in a small PR company, moved into marketing and digital work, and then became a staff writer for the Mainichi Daily News. He also worked on special projects for Fortune and Time magazine, developing an editorial perspective that later became central to his communications career.

Before joining Weber Shandwick Japan, he worked in a major American advertising company, initially as managing editor of a content marketing business and later in international advertising sales and digital marketing. At Weber Shandwick Japan, he was originally hired to build a content marketing unit but soon took on broader business, digital and leadership responsibilities. His career reflects the adaptability required to succeed in Japan: learning the language, understanding local business expectations, building credibility over time and translating global ideas into practical Japanese-market solutions.

Campbell Hanley's leadership journey in Japan began long before he became Managing Director of Weber Shandwick Japan. Arriving in 1992 from Australia, he did not come with a grand corporate plan or a fixed career pathway. He simply wanted to live in a country where English was not the dominant language and experience a society very different from the relatively homogeneous environment in which he had grown up near Melbourne.

Japan became that destination. What began as a one-year overseas experience developed into a decades-long career across public relations, journalism, advertising, content marketing, digital media and leadership. Hanley's career progression is a useful example for foreign professionals who build their lives in Japan not through a single breakthrough, but through accumulated credibility, language ability, adaptability and a willingness to learn from every role.

His early work in a small PR company gave him an introduction to communications. A subsequent role in marketing exposed him to digital work at a time when digital communications meant something very different from today's social media, AI platforms and always-on content ecosystems. Later, he joined the Mainichi Daily News as a staff writer during a period when traditional media organisations were adjusting to digital distribution.

That journalism experience became a defining advantage. It taught him to think like an editor rather than simply like a promoter. He learned to distinguish between a genuine story and what he describes as propaganda. That distinction became central to his later work in content marketing and public relations. Clients may want to tell the market everything about themselves, but audiences, journalists, customers and stakeholders only respond when the story is relevant, credible and useful.

Hanley later joined a major American advertising company, where he became managing editor of a content marketing operation. It was his first mean