is a Japanese
advertising
Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...
and
public relations
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...
company owned by
Hakuhodo DY Holdings. It is headquartered at
Akasaka Biz Tower in Akasaka,
Minato,
Tokyo
Tokyo, officially the Tokyo Metropolis, is the capital of Japan, capital and List of cities in Japan, most populous city in Japan. With a population of over 14 million in the city proper in 2023, it is List of largest cities, one of the most ...
.
History
Hakuhodo is one of the oldest advertising agencies in Japan
and was founded by Hironao Seki at Nihonbashi-Honshiroganecho, Tokyo, as an advertising space broker and wholesale distributor for educational magazines in October 1895.
In 1910 the company broke from its obscurity by contracting to place front-page newspaper ads.
[
Their growth over the next few decades came from:][
* 1937 to 1944: grew by absorbing other agencies.
* 1951: they created a radio advertising department
* 1953: a TV group.
In 1996, Hakuhodo cofounded the DAC Consortium, a consolidated group of Japanese global media players investing in digital innovation.
In 2000, Hakuhodo created the joint-venture Hakuhodo-Percept with the Indian agency Percept to target the Indian advertising market. In December 2002, Hakuhodo launched the first advertising campaign where the Beckhams appeared together (displayed on billboard screens in Tokyo).
In October 2003 the company became part of the Hakuhodo DY Holdings after merging with other companies. Hakuhodo DY Holdings launched a unique media and entertainment company, Hakuhodo DY Media Partners Inc., in 2003. In February 2009, Hakuhodo announced a partnership with US global public relations firm Ketchum.
Hakuhodo acquired the US-based companies SYPartners LLC and Red Peak Group LLC in May 2014, the US-based marketing company Digital Kitchen in June 2015, the Montreal-based creative agency Sid Lee in July 2015, and the Singapore-based agency Integrated Communications Group (ICG) in February 2017. The Japanese company purchased 30% of Palo Alto–based IDEO in February 2016.
On 28 February 2023 prosecutors formally indicted Hakuhodo, rival ad agency Dentsu, and four other companies on suspicion of ]bid rigging
Bid rigging is a fraudulent scheme in a procurement action which enables companies to submit non-competitive bids. It can be performed by corrupt officials, by firms in an orchestrated act of collusion, or by officials and firms acting together. ...
of contracts worth approximately ¥43.7 billion for the 2020 Summer Olympics
The officially the and officially branded as were an international multi-sport event that was held from 23 July to 8 August 2021 in Tokyo, Japan, with some of the preliminary sporting events beginning on 21 July 2021. Tokyo ...
. They were accused of lowering the competitiveness of their tenders. Dentsu had admitted to liability in voluntary questioning a few days earlier. The companies allegedly colluded with Yasuo Mori, a former senior Olympic official, who was arrested along with other suspects.
Description
Hakuhodo has a large international footprint with offices in many major cities across Asia, Europe & the Americas
In Japan and in offices around the world.
Awards and recognition
* 1993: Grand Prix at the Cannes Lions International Festival of Creativity for ''Hungry?'' (client: Cup Noodles
A cup noodle is an instant ramen product in a disposable cup, first developed in 1971 and manufactured by the Japanese food company Nissin Foods. The product was first introduced in the United States as "Cup O' Noodles" in 1972, before being ren ...
)
* 2007: Silver Lion at the Cannes Lions International Festival of Creativity for ''Humanity'' (client: Toyota)
* 2018: Silver Lion at the Cannes Lions International Festival of Creativity for '' Long Long Man'' (client: UHA Mikakuto)
References
External links
*
Hakuhodo Inc.
Advertising agencies of Japan
Japanese companies established in 1895
Mass media companies of Japan
Mass media companies established in 1895
Akasaka, Tokyo
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