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Hakuhodo

Hakuhodo Inc. (株式会社博報堂) is a Japanese advertising and public relations company owned by Hakuhodo DY Holdings. It is headquartered at Akasaka Biz Tower in Akasaka, Minato, Tokyo.[1]

History

Hakuhodo is one of the oldest advertising agencies in Japan[2] and was founded by Hironao Seki at Nihonbashi-Honshiroganecho, Tokyo, as an advertising space broker and wholesale distributor for educational magazines in October 1895.[3]

In 1910 the company broke from its obscurity by contracting to place front-page newspaper ads.[3][4]

Their growth over the next few decades came from:[3]

In 1996, Hakuhodo cofounded the DAC Consortium, a consolidated group of Japanese global media players investing in digital innovation.[5]

In 2000, Hakuhodo created the joint-venture Hakuhodo-Percept with the Indian agency Percept to target the Indian advertising market.[6] In December 2002, Hakuhodo launched the first advertising campaign where the Beckhams appeared together (displayed on billboard screens in Tokyo).[7]

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.[8] In February 2009, Hakuhodo announced a partnership with US global public relations firm Ketchum.[9]

Hakuhodo acquired the US-based companies SYPartners LLC and Red Peak Group LLC in May 2014,[10] the US-based marketing company Digital Kitchen in June 2015,[11] the Montreal-based creative agency Sid Lee in July 2015,[12] and the Singapore-based agency Integrated Communications Group (ICG) in February 2017.[13] The Japanese company purchased 30% of Palo Alto–based IDEO in February 2016.[14]

On 28 February 2023 prosecutors formally indicted Hakuhodo, rival ad agency Dentsu, and four other companies on suspicion of bid rigging of contracts worth approximately ¥43.7 billion for the 2020 Summer Olympics. 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.[15]

On April 1, 2025, Hakuhodo and Hakuhodo DY Media Partners underwent an absorption-type company split, with Hakuhodo serving as the successor company.[16]

  • 1937 to 1944: grew by absorbing other agencies.
  • 1951: they created a radio advertising department
  • 1953: a TV group.

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.[17]

Awards and recognition

External links

References

  1. Head Office Location retrieved 2024-11-20^
  2. Japan - AdAge Encyclopedia of Advertising September 15, 2003^
  3. Jack Russel. The Hakuhodo Century Advertising Age, June 19, 1995^
  4. "In 1910 the obscure agency got a break that altered its fortunes... Hakuhodo contracted for ... front page .. until 1940."^
  5. History Dac.co.jp, retrieved 21 February 2019^
  6. Hakuhodo Percept wins three businesses in Delhi Afaqs.com, 13 July 2005, retrieved 21 February 2019^
  7. Beckhams sign up for Japanese ad Bbc.co.uk, 6 December 2002, retrieved 21 February 2019^
  8. Hakuhodo Dy Holdings Inc Bloomberg, retrieved 9 April 2018^
  9. Michael bush. Ketchum and Hakuhodo hook up to grow global reach Adage.com, 10 February 2009, retrieved 21 February 2019^
  10. Nathalie Tadena. Japan's Hakuhodo Buys Red Peak, SYPartners Wsj.com, 9 May 2014, retrieved 21 February 2019^
  11. Maureen Morrison. Hakuhodo DY Holdings acquires Digital Kitchen Adage.com, 2 June 2015, retrieved 21 February 2019^
  12. Susan Krashinsky. Ad agency Sid Lee bought by Japan's Hakuhodo Theglobeandmail.com, 6 July 2015, retrieved 21 February 2019^
  13. Hakuhodo buys out Integrated Communications Group Marketing-interactive.com, 7 February 2017, retrieved 21 February 2019^
  14. Hakuhodo DY Holdings buys into innovation firm Ideo Marketing-interactive.com, 10 February 2016, retrieved 21 February 2019^
  15. Ad giant Dentsu, others indicted over Tokyo Olympics bid rigging Kyodo News, 28 February 2023, retrieved 28 February 2023^
  16. About the integration of Hakuhodo and Hakuhodo DY Media Partners HAKUHODO, retrieved 2026-03-16^
  17. " ." Hakuhodo website International Network^
  18. Normandy Madden. Tokyo Agencies Win Best of Show in Four Top Categories Adage.com, 19 March 2007, retrieved 21 February 2019^
  19. Mitsuaki Imura on "Sakeru Gummy" and his career Hakuhodo, 2018-11-21, retrieved 2019-11-28^