Sophie Chen
Sep 18, 2013

Ad agencies must explore new lines of business: Hakuhodo

SPIKES ASIA 2013 - In an example-laden presentation, Hakuhodo executives Morihiko Hasebe and Kentaro Kimura challenged agency leaders to follow their lead in looking for potential lines of business beyond traditional advertising.

Hasebe (left) and Kimura

Hasebe, ECD of Hakuhodo, and Kimura, co-CEO and ECD of Hakuhodo Kettle, described how the agency's unique structure enables them to explore areas outside of conventional advertising, which Hasebe called “market design”.

“Because of the expansion of technology and media, professional fields also expand,” he said. “The boundary of these fields is becoming blurred and integrated.”

Using a series of case studies, the duo showed how Hakuhodo is seeking new potential as...

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