According to a statement issued by the agency, Hakuhodo The Day will serve clients in the Japan market in areas ranging from "traditional business consulting to advertising, media and content development to business and shop development, and even urban development".
The unit will operate separately from Hakuhodo's advertising business and aims to operate as "the brains behind its clients' business growth", according to the statement. This will involve devising and implementing ideas to solve management and marketing challenges, as well as developing new business opportunities.
The agency will be led by joint-CEOs Natsuo Sato and Hiroki Aoyama. Sato is also the executive creative director, while Aoyama is the executive producer. They have both been seconded from Hakuhodo's primary operation.
Representatives from Hakuhodo were not available for further comment on the unit at press time. According to the statement, the decision to establish The Day was made after Hakuhodo identified a gap in the market for greater creativity in business consulting.
"Hakuhodo the day was established with the realisation from many years of working with CEOs, CMOs and other senior management that simly enhancing efficiency in the traditional ways promoted by business consultants will not lead to corporate and market growth," the statement reads. "The creativity to build new business operations and services from scratch is also essential."
Recent initiatives include animated content for Mercedes-Benz, 'Next A-Class'; a reading promotion for Shinchosha and Shincho Bunko 'Watashi no ichi-gyo' (my line); branding for Kagome Yasai Seikatsu 100 juice; and new office design and TV commercials for Zoff.