TBWA HAKUHODO Co., Ltd.
Kyoko Yonezawa appointed as Head of Innovation at TBWA HAKUHODO Towards a system that creates an innovative brand experience
TBWA HAKUHODO (Headquarters: Minato-ku, Tokyo, President and CEO: Akihiko Imai) will start in January 2023 to promote the provision of a “total brand experience” that goes beyond the realm of advertising communication. Kyoko Yonezawa) as Head of Innovation.
We live in an era where everyone is always connected to the internet. People and brands are not connected only through advertisements and content. Devices such as smartphones and smart watches, as well as “brand experiences” through the infrastructure of automobiles, homes, and cities, are becoming a major key.
TBWA HAKUHODO calls everything between people and brands, such as commerce, products and services, as well as conventional advertising media, as a “total brand experience”, and designs, storytizes, designs, and operates that series. I have a creative system. The newly established Head of Innovation will lead the development of products and services that form the core of our business, as well as next-generation content that will not end in a momentary period. Under the TBWA HAKUHODO philosophy of Disruption (R), we will provide an innovative brand experience and contribute to the growth of our business partners. Furthermore, within TBWA HAKUHODO, we will play a role in promoting innovation across departments, promoting the construction of an organizational structure that allows each employee to maximize their creativity, and driving innovation as a Creativity Company.
Yonezawa joined Dentsu in 2010 after majoring in aerospace engineering at the University of Tokyo and obtaining a master’s degree in interdisciplinary informatics. After being seconded to ispace, a space startup company, he has been working as a Creative Tech Director at Wieden+Kennedy Tokyo since 2020. He has won the world’s highest awards, including the Cannes Lions Grand Prix and D&AD Black Pencil, and is attracting attention as an innovation leader in the advertising industry, serving as a judge for advertising awards in Japan and overseas.
[Comment from Koko Yonezawa, Head of Innovation]
Precisely because of the unpredictable nature of today, innovative solutions that are loved by people, add value, and take root in society are the key to building bonds between brands and consumers. In this exciting era, I am very excited to see what kind of value we can create together with the TBWA HAKUHODO team, which practices disruption thinking.
[Comment from Chief Creative Officer Takahiro Hosoda]
The best innovators who love technology and cats have jumped on board with TBWA. I am confident that her creativity and leadership will give us a tremendous driving force to realize our raison d’etre: to create meaningful change in society.
[Comment from Chief Operating Officer Chris Iki]
Innovative brand experience has become a cornerstone of marketing strategy. As a Creativity Company, it is important to provide unified ideas from all perspectives in order to achieve innovative growth for our clients. She will go beyond the creative department and create great synergies throughout TBWA HAKUHODO.
■ About TBWA HAKUHODO
A general advertising company established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide. Hakuhodo’s philosophies of “consumer mindset” and “partnership” are combined with TBWA’s unique know-how centered on the “DISRUPTION(R)” method that has been used in the global market. We create quality solutions and contribute to the growth of our clients’ businesses. “DISRUPTION(R)” is TBWA HAKUHODO’s philosophy of breaking conventional wisdom and finding a new vision without being bound by preconceived notions. Not only in marketing, but in all aspects of business, we create ideas to evolve businesses and brands with a new perspective of disruption.
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