TBWA Hakuhodo

Mar 9, 2020

'A woman’s happiness': Confronting a limiting concept in Japan

The Japanese phrase 'onna no shiawase' centres a woman's happiness first and foremost around being a loving homemaker. It's time for brand communicators to move beyond this constricting definition, according to a language expert with TBWA Hakuhodo.

Aug 22, 2019

Listen before you speak: an interpreter's advice to creatives

Profile: TBWA Hakuhodo's Eric Ellefsen facilitates the creative process by working out what's really behind the words that come out of people's mouths.

Jun 6, 2019

2019 Cannes contenders: 'Para Pingpong Table' by TBWA Hakuhodo

This rebranding exercise for an athletic association doubled as a platform to help raise interest in under-appreciated para sports.

May 30, 2019

Don't overlook the Paralympics, and other sporting advice from Advertising Week Asia

Advertising Week: Sports-related sessions at this year's event in Tokyo encouraged brands to be open-minded, adaptable, and realistic about the costs involved in effective sponsorship activation.

Dec 18, 2018

Ingenious ping pong tables convey the travails of para athletes

A rebranding for the Japan Para Table Tennis Association aims to simultaneously heighten public appreciation for para sports.

Jul 31, 2018

Q&A: Selling disruption to a market that hates disruption

How TBWA Hakuhodo's new Disruption Consulting unit plans to help Japanese companies change.