From January 2017, iiD is excited to announce the global partnership with Tokyo-based digital marketing agency Principal-c – a leader in data analytics, SEO and paid advertising. By combining iiD’s track record as a UX, digital branding and development agency, it is our combined goal to serve global clients more effectively by offering a new “data-driven digital agency” model.


Principle-c CEO Ken Kusuyama and iiD CEO Matt Bennett

As explained by iiD CEO Matthew Bennett, “iiD is really excited that Ken Kusuyama, the founder of Principal-c, saw us as a good fit for their agency and their plan to globalize into the U.S. As iiD is in the process of expanding our services into Japan, I see this as a great plan to help both Japanese and U.S. clients grow their businesses.”

By iiD working in close collaboration with the Principal-c team we gain intelligence of search data before even starting our strategy and UX. We get key insights for our content strategy and design. Then after launch of a site or app, Principle-c’s data analysis will tell us how to continue improving our KPIs through better search results and conversion. The fact that both agencies are focused on helping clients on both sides of the Pacific globalize means that partnership will deliver global-minded digital strategy, marketing intelligence, SEO and SEM consulting, design thinking and development expertise.

According to Principle-c CEO Ken Kusuyama, “The strategic partnership covering collaboration in client projects, product development, sales, and HR with iiD is meaningful for us to challenge ourselves in the U.S. market. I am confident that the partnership will be a win-win for iiD in terms of expanding their services in Japan and differentiate them through the combination of analytics and design.”

iiD partner Lance Shields agrees, “Japanese companies need agency partners like Principle-c and iiD with the global experience and insights to understand how overseas customers view brands online to help focus the efforts to improve the brand, content and overall user experience on the site to be relevant on a global as well as regional scale.”

Lance Shields explains “data-driven digital agency” concept

Ultimately, iiD and Principle-c will actively bring business intelligence into the agency creative process while developing websites that can be easily tested and optimized for market changes long after site launch.

About Principal-c

Founded in 2011 by Ken Kusuyama, Principle-c provides consulting services for online strategies on the based on their data analytics expertise. Both a Google Analytics and Google AdWords Certified Partner, Principle-c is one of only such agencies in Japan today. They consult and implement digital marketing approaches that drive site traffic and onsite conversions. These methods include listing ads, SEO and landing page optimization (LPO). Since 2015 they began supporting their client’s overseas business expansion mainly into North America. Principle opened their office in Silicon Valley in 2016 to begin their own growth outside Japan.

About iiD

Founded in 2008, iiD is a full-service digital agency helping both Japanese and U.S. companies expand overseas. We provide global strategy, design and development, to allow effective market entry through global websites, apps, ecommerce, and communications. We have a track record helping Japanese companies such as Hitachi, Daikin, ANA Airlines, NTT Docomo, Yokogawa Electric and others, effectively launch global websites and conduct marketing activities abroad.