Staff Reporters
Mar 14, 2022

Hakuhodo recovers but fails to rise above

AGENCY REPORT CARD: Japan's second-biggest agency group turned in a solid recovery-year performance in 2021 and continues to put many irons into the fire. But one key area remains an issue.

Hakuhodo recovers but fails to rise above

A good amount of creative accolades came Hakuhodo's way in 2021, especially thanks to its non-Japan offices. And revenue has more or less recovered from pandemic losses. Meanwhile, the parent company and its many subsidiaries continue to pursue a lot of different initiatives aimed at increasing innovation. Yet for all that, there's little evidence the agency is shifting into a higher gear. And its performance in one important area remains woeful.

How did we grade Hakuhodo? Our full report with the overall grade—plus scores and a detailed analysis of the network's business performance; innovation; DEI and sustainability efforts; creativity and effectiveness; and management—is available only to Campaign members.

Become a Campaign Asia-Pacific member to get access to all the 2021 Agency Report Cards and much more.

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