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Hakuhodo

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Hakuhodo Inc.
Native name
株式会社博報堂
Kabushiki gaisha Hakuhōdō
Company typePublic company
IndustryAdvertising
Public relations
FoundedOctober 6, 1895
FounderHironao Seki
HeadquartersAkasaka Biz Tower, 3-1, Akasaka, Minato, Tokyo, Japan
Key people
Junji Narita: Chairman & CEO, Kirokazu Toda: President & CEO
ProductsBranding & identity
Consumer insights
Design
Digital
Marketing
Market research
Media planning and buying
Public relations
Relationship marketing
Number of employees
3,107 (2011)
ParentHakuhodo DY Holdings
Websitehttps://www.hakuhodo.co.jp/

Hakuhodo Inc. (株式会社博報堂, Kabushiki-gaisha Hakuhōdō) 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

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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]

  • 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.[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]

Description

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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.[16]

Awards and recognition

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References

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  1. ^ "Corporate Outline Archived 2017-08-01 at the Wayback Machine." Hakuhodo. Retrieved on November 8, 2009.
  2. ^ "Japan - AdAge Encyclopedia of Advertising". September 15, 2003. The first Japanese company to specialize solely in advertising was Kukido-kumi, established in 1880. Although documents of the company no longer exist, it was apparently a pioneer in newspaper advertising. The oldest advertising company still in existence, Nihon Kokokusha, was established in 1884 by Eto Naozumi and was known as Kohodo before World War II. Among today's leading advertising organizations, Hakuhodo is one of the oldest. It was established in 1895 ...
  3. ^ a b c Jack Russel (June 19, 1995). "The Hakuhodo Century". Advertising Age. p. H-3 (special section, 100th Anniv. Hakuhodo). Hakuhodo, founded by Hironao Seki, set up shop in October 1895 serving educational magazines
  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. Archived from the original on 14 June 2018. Retrieved 9 April 2018.
  9. ^ Michael bush (10 February 2009). "Ketchum and Hakuhodo hook up to grow global reach". Adage.com. Retrieved 21 February 2019.
  10. ^ Nathalie Tadena (9 May 2014). "Japan's Hakuhodo Buys Red Peak, SYPartners". Wsj.com. Retrieved 21 February 2019.
  11. ^ Maureen Morrison (2 June 2015). "Hakuhodo DY Holdings acquires Digital Kitchen". Adage.com. Retrieved 21 February 2019.
  12. ^ Susan Krashinsky (6 July 2015). "Ad agency Sid Lee bought by Japan's Hakuhodo". Theglobeandmail.com. 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. ^ "[1] Archived 2017-08-17 at the Wayback Machine." Hakuhodo website International Network
  17. ^ Normandy Madden (19 March 2007). "Tokyo Agencies Win Best of Show in Four Top Categories". Adage.com. Retrieved 21 February 2019.
  18. ^ "Mitsuaki Imura on "Sakeru Gummy" and his career". Hakuhodo. 2018-11-21. Retrieved 2019-11-28.
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