Interview
Business Regards croisés – MCDecaux is revolutionizing urban advertising in Japan
In this new episode of Business Cross Perspectives, we meet Malik Roumane, President & CEO of JCDecaux Japan (MCDecaux). Drawing on a rich career spanning industry, luxury, and B2B, he shares his vision of a unique model that combines innovation, public service, and local adaptation in Japan’s demanding market.
"Everyone has to benefit from it: the city, the user, and the advertiser."
Malik Roumane’s career path
Malik Roumane’s journey in Japan follows a three-stage trajectory. He began in industry, notably with Saint-Gobain, working between France and Japan, where he developed strong expertise in structured and technical environments. He then spent around ten years in the luxury sector with Richemont before transitioning into B2B.
This third chapter led him to manage various business activities in Japan, culminating in his appointment as head of JCDecaux three and a half years ago. This diversity of experience is now a key asset in the way he leads the company, combining operational excellence, brand sensitivity, and a deep understanding of local dynamics.
JCDecaux: a unique model serving cities
Founded in 1964, JCDecaux is built on a simple yet revolutionary idea: financing street furniture through advertising. This model enables cities to benefit from modern, well-maintained, and evolving infrastructure without direct cost to public finances.
Beyond bus shelters, the offering has significantly expanded over time to include digital services, connectivity, charging solutions, and even initiatives contributing to urban greening. The challenge is no longer just to install infrastructure, but to meet the evolving needs of cities and their residents with a long-term perspective.
A pioneering presence in Japan
JCDecaux’s entry into Japan is a textbook case. At the time, advertising in public spaces was not permitted, making the model initially inapplicable. It required extensive engagement with authorities, particularly the MLIT, to demonstrate its benefits.
The first implementation took place in Yokohama, followed by gradual expansion to other major cities, including Tokyo. A key factor in this success was the creation of a joint venture with Mitsubishi Corporation, leading to the birth of MCDecaux. This partnership helped legitimize the model and facilitate its adoption within a specific cultural and regulatory context.
In a Japanese urban environment often perceived as visually saturated, JCDecaux has chosen to prioritize quality over quantity. The company pays close attention to placement, integration, and surroundings to avoid visual pollution.
This approach helps reposition outdoor advertising as a premium medium, capable of enhancing brands rather than blending into background noise. Major advertisers, particularly in the luxury and automotive sectors, find in it a platform aligned with their image and standards.
Innovation and Digital
Technological advancements are opening up new opportunities for the industry. The growth of digital media enables far more agile and targeted delivery of advertising campaigns. Through programmatic buying, advertisers can tailor their messages based on time, location, or external factors such as weather conditions.
This flexibility creates new ways to engage audiences, while maintaining strong complementarity with traditional formats, which ensure continuous presence and high visibility.
In Japan, street furniture also plays a vital role in public communication, particularly in the event of natural disasters. Digital displays can be immediately activated by authorities to broadcast alerts, guide the public, and support crisis management. This function further strengthens JCDecaux’s position as an integrated urban player, beyond its advertising role.
Supporting Japan’s Internationalization
In a context of demographic decline, Japan is increasingly required to evolve by integrating more international talent. For Malik Roumane, this transformation is both inevitable and an opportunity.
The goal is to build an environment capable of balancing Japan’s unique characteristics with growing global openness. In the long term, business success will depend on the ability to create hybrid organizations that combine cultures and expertise, while maintaining the right balance within the local context.
