HAKUHODO PROFILE

Owner Hakuhodo DY Holdings

Headquarters

Akasaka Biz Tower, 5-3-1,

Akasaka 5-chome, Minato-ku,

Tokyo 107-6320, Japan

t +81 3 6441 7011

w www.hakuhodo.jp

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Created 1895

Number of staff 5,000

Number of countries 18

Number of offices 68

Related companies Daiko Advertising Inc, Yomiko Advertising Inc, Hakuhodo DY Media Partners, TBWA/Hakuhodo

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Summary: Understanding what drives people is at the centre of everything that Hakuhodo does. However, they dismiss the traditional notion of consumer research describing it as ‘painting a portrait of people while forgetting to fill in the faces.’ Hakuhodo have developed an in house way to truly understand the people that they are trying to connect with, sei-katsu-sha. Sei-katsu-sha focuses on the insights of real people, not targets and consumers, what drives them to shop, live and think the way that they do. Each year Hakuhodo conducts sei-katsu-sha research around the world in 31 cities with approximately 2,000 brands compiling a database for clients that show a comprehensive picture of evolving perceptions and behaviours towards brands.

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