Hakuhodo DY Holdings

Profile from the 2007 Agency Report

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8 Hakuhodo DY Holdings*
Revenue ($ in millions)20062005% chg
Worldwide$1,337.0$1,364.0-2.0
Employees20062005% chg
Worldwide7,9007,3068.1
Offices20062005% chg
Worldwide90891.1
U.S.110.0
Non-U.S.89881.1
Notes: Hakuhodo DY Holdings is the holding company created in October 2003 to integrate the business operations of Hakuhodo, Daiko Advertising and Yomiko Advertising. HDY in February 2005 was listed on the Tokyo Stock Exchange. Hakuhodo, Daiko, DY Media Partners and Yomiko are wholly owned subsidiaries of the holding company. Cooperation on the media front paved the way for the formation of the holding company when the three agency networks merged their media planning and buying operations in October 2001. The following April, in a separate agreement, ad organization Asahi Advertising turned over its broadcast media buying to Hakuhodo to take advantage of economies of scale. HDY and Asahi remain totally separate otherwise. HDY and TBWA in July 2006 launched a joint venture in Japan with Omnicom's TBWA Worldwide called TBWA/Hakuhodo, which merged TBWA's existing Tokyo shop with Hakuhodo/G1, the subsidiary that services Hakuhodo's Nissan account. The partners, to serve both domestic and foreign companies in Japan, collaborate on the Nissan account and continue to work on TBWA's existing accounts, Adidas and Haagen Dazs. Head of the new shop is G1's CEO, Hiroshi Ochiai. Gary Wenzel from TBWA/Tokyo is chief operating officer. The shop, which employs 300, is owned 60% by Hakuhodo DY and 40% by TBWA. HDY's results are estimates configured to a calendar year closing Dec. 31, although Hakuhodo's fiscal year ends in March. Returns do not include U.S. operation Mendelsohn/Zien, Los Angeles, of which HDY owns less than 50%. In early 2006, HDY sold back its 49% interest in McCaffery Gottlieb Lane, New York, making the agency fully independent.
Top executive: Toshio Miyagawa, pres & representative dir
Headquarters: Hakuhodo DY Holdings/Shiodome City Center, 5-2 Higashi-Shinbashi, 1-chome, Minato-ku, Tokyo, 105-7155/Phone: 81-3-6218-9062/Fax: 81-3-6218-9038/URL: www.hakuhodody-holdings.co.jp

An asterisk (*) indicates figures are Ad Age estimates.

Traditional agencies
Daiko Advertising*
Agency totals
Revenue ($ in millions)20062005% chg
Worldwide$198.0 $202.0-2.0
Employees20062005% chg
Worldwide1,4211,3991.6
Offices20062005% chg
Worldwide22220.0
Notes: Daiko Advertising, established in 1944, is a network of Japan and Far East agencies. Daiko has regional offices in Japan in Hokkaido, Sendai, Nigata, Tokyo, Nagoya and Osaka. Its overseas network is directed largely at China where it has offices in Hong Kong, Beijing, Shanghai and Guangzhou City. A lead client at Daiko is Matsushita Electric Industrial Co. It also serves Suntory Co., Kintetsu, Okinawa Meiji Milk Products and Mie Prefecture among others. Daiko is one of three agencies that formed Hakuhodo DY Holdings and its subsidiary Hakuhodo DY Media Partners.
Top executive: Isao Takano, pres & representative dir
Headquarters: Daiko Advertising / Shuwa Shiba Park Bldg., 4-1, 2-chome, Shibakouen, Minato-ku, Tokyo, 105-8533 / Phone: 81-3-3437-8111 / Fax: 81-3-3437-8581 / URL: www.daiko.co.jp


Hakuhodo*
Agency totals
Revenue ($ in millions)20062005% chg
Worldwide$885.0$885.00.0
Employees20062005% chg
Worldwide4,8134,5236.4
Offices20062005% chg
Worldwide4547-4.3
Notes: Hakuhodo is one of three agency networks in Hakuhodo DY Holdings, formed in late 2003. Hakuhodo itself was founded in 1895, and in addition to its 40 offices and related companies in Japan, Hakuhodo has representation in 64 offices in 16 countries and regions worldwide. Hakuhodo closed its U.S. shop, Hakuhodo Advertising America, in 2003, and that year purchased a 49.9% interest in Los Angeles agency Mendelsohn Zien Advertising, and 49% of McCaffery Ratner Gottlieb & Lane, New York. The shop, now McCaffery Gottlieb, bought back Hakuhodo's stake in the agency in 2006.
Top executive: Junji Narita, pres & CEO
Headquarters: Hakuhodo / 3-4-1 Shibaura, Minato-ku, Tokyo, 108-8088 / Phone: 81-3-5446-6161 / Fax: 81-3-5446-6166 / URL: www.hakuhodo.co.jp


Mendelsohn Zien Advertising*
Agency totals
Revenue ($ in millions)20062005% chg
U.S.$16.8$16.42.3
Employees20062005% chg
U.S.433619.4
Offices20062005% chg
U.S.110.0
Notes: Mendelsohn/Zien is a traditional agency and 49.9% owned by Hakuhodo.
Top executive: Richard Zien, pres
Headquarters: Mendelsohn Zien Advertising / 11111 Santa Monica Blvd., 21st Fl., Los Angeles, Calif. 90025 / Phone: (310) 444-1990 / Fax: (310) 444-9888 / URL: www.mzad.com


Yomiko Advertising*
Agency totals
Revenue ($ in millions)20062005% chg
Worldwide$96.0$107.0-10.3
Employees20062005% chg
Worldwide7106912.7
Offices20062005% chg
Worldwide1415-6.7
Notes: Yomiko, established in 1929, is one of three agency networks in Hakuhodo DY Holdings. Based in Tokyo, Yomiko has branch offices in Osaka, Nagoya, Sapporo, Fukuoka, Hiroshima, Sendai and Tachikawa. The agency draws about 52% of its billings from marketing services, including sales promotion, events and interactive.
Top executive: Yasuharu Iwakiri, pres & representative dir
Headquarters: Yomiko Advertising / 8-14 Ginza 1-chome, Chuo-ku, Tokyo, 104-8686 / Phone: 81-3-3566-6966 / Fax: 81-3-3566-6979 / URL: www.yomiko.co.jp


Media specialist agencies
Hakuhodo DY Media Partners
Agency totals
Employees20062005% chg
Worldwide6716483.5
Offices20062005% chg
Worldwide440.0
Notes: Hakuhodo, Daiko and Yomiko first merged their media units in 2001. It was the precursor to the merging of the rest of those agencies in the creation of Hakuhodo DY Holdings in 2003. Hakuhodo DY Media Partners was formally established as such in December of 2003 and has bases in Tokyo and Osaka. In December, the media specialist company formed Hakuhodo DY Group Cross-Media Business Center (XBC) to provide the group with tailored cross-media solutions that integrate mass media, internet and other advertising media. This follows a move earlier in the year in which CyberAgent, Tokyo, and Hakuhodo DY Media Partners establish CA/H, an advertising operation company that makes internet marketing proposals to advertisers looking to expand their internet presence.
Top executive: Takashi Sato, pres & CEO
Headquarters: Hakuhodo DY Media Partners / Shiodome City Center, 5-2 Higashi-Shinbashi 1-chome, Minato-ku, Tokyo, 105-7115 / Phone: 81-3-6218-9033 / Fax: 81-3-6218-9038 / URL: www.hakuhodody-media.co.jp
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