According to Nicolas Menat, president of Beacon, Yasuda will lead a creative team of around 80 people in his new role, combining expertise from advertising across a variety of media, including digital and retail-focused executions.
He graduated from Kyoto University and joined Dentsu as a copywriter in 1982. After working as a CM planner, he worked as a creative director with many global and domestic clients including Panasonic, Coca-Cola, McDonald’s, Canon, Asahi Beer, Toto and NHK.
Upon his appointment, Yasuda said, “There is an ancient Japanese word ‘bon-noh’. I would interpret it as ‘the core human driver for taking actions’. I am looking forward to working with the Beacon team to proudly surprise the world by discovering new answers to the bon-noh equation and developing ideas that truly engage people.”
Yasuda’s work has been recognised at many award shows including Clio, London International Ad Awards, Ad Fest, IBA, Dentsu Award, TCC Award, ACC CM Festival, Galaxy Award, Asahi Advertising Award, Nikkei Advertising Award and Yomiuri Advertising Award.
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