Hakuhodo

Second-largest advertising agency in Japan, major player in Asian advertising markets

Hakuhodo DY Holdings is one of Japan's largest advertising and marketing conglomerates, second only to Dentsu in the Japanese market. Founded in 1895, Hakuhodo has evolved from a traditional advertising agency into a comprehensive marketing solutions provider with a strong presence across Asia and growing global operations. The company operates through multiple subsidiaries and group companies, offering services spanning creative development, media planning and buying, digital marketing, data analytics, and marketing technology. As part of the Hakuhodo DY Holdings structure, the company maintains a distinctive approach to advertising that emphasizes understanding consumer lifestyles and behaviors, which it calls 'Sei-katsu-sha Insight' (viewing people as holistic individuals rather than just consumers). The group provides integrated marketing communications services to major Japanese and international brands, combining traditional advertising expertise with digital transformation capabilities. Hakuhodo has expanded its AdTech capabilities through acquisitions and partnerships, developing proprietary data management platforms and programmatic advertising solutions. Hakuhodo DY Holdings operates across multiple markets in Asia, including China, Thailand, and other Southeast Asian countries, while also maintaining offices in Europe and North America. The company serves a diverse client base across automotive, consumer goods, technology, and financial services sectors, leveraging its deep understanding of Asian markets and consumer behavior to deliver culturally relevant marketing solutions.