Hakuhodo

Second-largest advertising agency in Japan and a leading integrated marketing group in Asia-Pacific, operating under Hakuhodo DY Holdings

Hakuhodo is one of Japan's oldest and most prominent advertising agencies, founded in 1895 and headquartered in Tokyo. As the second-largest agency in Japan behind Dentsu, Hakuhodo offers a comprehensive suite of services including strategic planning, creative development, media buying, digital marketing, data analytics, and PR. The agency is renowned for its proprietary 'sei-katsu-sha' philosophy — a holistic approach to understanding consumers not merely as buyers but as full human beings living their lives — which underpins its research, strategy, and creative work. Hakuhodo operates through its parent holding company, Hakuhodo DY Holdings, which also encompasses Daiko Advertising and Yomiko Advertising. The group has a significant international footprint, particularly across Asia-Pacific markets including China, Southeast Asia, and beyond. Hakuhodo International manages its global network, partnering with agencies and networks worldwide to serve multinational clients. The company serves major Japanese and global brands across automotive, consumer goods, technology, finance, and retail sectors. In the AdTech and digital marketing space, Hakuhodo has invested in data-driven capabilities, programmatic advertising, and digital transformation services. Through subsidiaries and partnerships, it offers digital media planning, performance marketing, and marketing technology consulting. The agency competes with both domestic rivals like Dentsu and global holding groups such as WPP, Publicis, and Omnicom for large-scale integrated marketing mandates across the Asia-Pacific region.