Brief Introduction

Beginning as a unique advertising space broker in Tokyo in 1895, Hakuhodo has remained an innovator in the field of advertising for over 120 years.

At the heart of our work is a focus on understanding people better than anyone else. Original research incubated at the Hakuhodo Institute of Life and Living (HILL) in the 1980s sought to differentiate between a one-dimensional “consumer” and the “whole person.” For decades, the institute’s ideas have underpinned our work, laying a foundation for the development of some of the world’s best-known brands.

Insights from seeing the “whole person” ( sei-katsu-sha ) have inspired Hakuhodo’s pioneering creative work. In 1982 and again in 1993, we were awarded the Cannes Lions International Advertising Festival Grand Prix, and in 2003 we were one of only seven agencies worldwide, and the only one from Asia, to be awarded a Special Lion commemorating Cannes Lions’ 50th anniversary.

Our latest innovations center on big-data analysis. As we strive to see what moves markets and empowers brands, we have created our own Data Management Platform, which delivers rapid-fire marketing solutions by revealing a more complete picture of people, showing what drives their purchase behavior, and identifying how to reach them through the touchpoints of media.

At Hakuhodo, we believe that the best way to create a powerful brand is to work in partnership with our clients. Today, we have over 3,000 clients, some of which we have worked with for more than 60 years. From a growing network, which currently spans over 150 offices in 20 countries and regions, we continue to innovate with integrated marketing solutions and cutting-edge creative work.