Rockland Gait International was founded in Osaka in 1982. From its inception, the idea behind RGI was to provide Japanese companies with the same level of resources that they could expect from advertising and documentation agencies in New York or London, but with an astute knowledge of Japan's unique needs.

Raising the Bar in Japan's Global Advertising

Think back to 1975. Japanese manufacturers were busy capturing world markets in the electronics, optics, and automotive fields. Stunning products were backed with faultless quality control. The phrase "Made in Japan" became synonymous with quality and durability.

But, what was the level of the English-language advertising and documentation that accompanied these stunning products? In many cases, the documents that came with the products, and even the advertisements that promoted them, were very poor in quality -- marked by faulty logic, spelling mistakes, and sometimes totally incomprehensible sentences. In a word, Japanese products were succeeding in the marketplace in spite of their advertising rather than because of it.

Poorly organized and written operating instructions made it a formidable task to use your new video cassette recorder. Magazine ads and other promotions failed to attract attention because they simply missed the point and were difficult to understand.

Now fast-forward to today. Japanese products have continued to evolve. They pin-point and meet the needs of the market. They maintain a reputation for quality and style. They have a stranglehold on many of the hottest product categories around. Clearly, they're succeeding, but their English-language advertising and documentation are still well below international standards. And they're still full of faulty logic, spelling mistakes, and, you guessed it, totally incomprehensible sentences.