Hakuhodo
Japanese advertising and holding company
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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]
Public relations
.svg){kind=logo} Logo used since 2026 | |
 Hakuhodo's headquarters in Minato, Tokyo | |
Native name | 株式会社博報堂 |
|---|---|
Romanized name | Kabushiki gaisha Hakuhōdō |
Company type | Subsidiary |
| Industry | Advertising Public relations |
| Founded | October 6, 1895 |
| Founder | Hironao Seki |
| Headquarters | Akasaka Biz Tower, 3-1, Akasaka, , |
Key people | Junji Narita: Chairman & CEO, Kirokazu Toda: President & CEO |
| Products | Branding & identity Consumer insights Design Digital Marketing Market research Media planning and buying Public relations Relationship marketing |
Number of employees | 3,107 (2011) |
| Parent | Hakuhodo DY Holdings |
| Subsidiaries | Hakuhodo DY Music & Pictures |
| Website | https://www.hakuhodo.co.jp/ |
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]
- 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]
On April 1, 2025, Hakuhodo and Hakuhodo DY Media Partners underwent an absorption-type company split, with Hakuhodo serving as the successor company.[16]
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
- 1993: Grand Prix at the Cannes Lions International Festival of Creativity for Hungry? (client: Cup Noodles)
- 2007: Silver Lion at the Cannes Lions International Festival of Creativity for Humanity (client: Toyota)[18]
- 2018: Silver Lion at the Cannes Lions International Festival of Creativity for Long Long Man (client: UHA Mikakuto)[19]
