TBWA\HAKUHODO Snags Hitmaker Kotaro Tamano to Supercharge Content Lab DISCO

TOKYO — September 16, 2026 — TBWA\HAKUHODO is proud to announce that planner, director, and producer Kotaro Tamano has officially joined its content lab, “DISCO,” effective April 2026.

Tamano is a powerhouse in television production, having masterminded numerous hit shows—most notably serving as the chief director of Fuji Television’s iconic series, Honuma Dekka!? TV. After stepping down from Fuji Television in March 2026 to launch his own independent company, Tamano has entered into a business partnership with TBWA\HAKUHODO to ignite a new wave of content production. 

Disrupting the Boundaries of Content

TBWA\HAKUHODO’s content lab, “DISCO,” is aggressively expanding beyond traditional advertising into immersive video, live events, and branded entertainment. By fusing DISCO’s creative muscle with Tamano’s frontline broadcasting expertise and extensive network, TBWA\HAKUHODO is building an end-to-end production powerhouse capable of driving a concept from raw ideation all the way to ultimate execution.

Operating through his independent venture, Tamano joins DISCO as a core member of the team. Together, they will architect and execute multi-platform experiences spanning television, digital distribution, live events, and corporate content. 

About Kotaro Tamano

Planner / Director 

Born to a family running a small bakery in Osaka, Tamano spent three years as an employment ronin before landing at Fuji Television on his third attempt in 2012. In March 2026, he left the network to establish his own creative company, Bakery’s Son Inc. During his 14-year tenure at Fuji TV, he worked alongside legendary entertainers like Sanma Akashiya, Downtown, and Kamaitachi, successfully turning his own original concepts—such as Kamaimachi and One Piece Variety: Pirate King TV—into regular series. Over 14 years, he conceived a total of 15 original television programs, culminating in his role as chief director of Honuma Dekka!? TV. 

Career Highlights:

• 2012: Joined Fuji Television after three years of job-hunting setbacks (his own original proposal was adopted in his very first year).
• 2012–2016: Served as AD and Director for Downtown programs, including Downtown Now.
• 2017–2021: Planned and directed hit shows featuring Sanma Akashiya and Kamaitachi, such as Sanma’s Comedy Assembly Committee, Honuma Dekka!? TV, One Piece Variety: Pirate King TV, Kamaimachi, and FNS Sanma’s Recommended Announcer GP.
• 2022: Appointed Director of Honuma Dekka!? TV.
• 2024: Appointed Chief Director of Honuma Dekka!? TV.
• 2026 (March): Left Fuji Television and founded his independent company, Bakery’s Son Inc.

Comment from Kotaro Tamano:

"My name is Kotaro Tamano—written with the characters for 'taiko' (large drum) and 'taro.' I decided to go independent to unleash the 'ideation' and 'on-the-ground execution' skills I spent 14 years refining at Fuji TV out into the world, far beyond the constraints of television.

Interestingly, I have a deep karmic tie with Hakuhodo: back when I was struggling as an employment ronin and couldn't secure an offer anywhere, Hakuhodo was the very first company to extend a job offer to me. More than 14 years later, driven by a desire to finally pay that debt of gratitude, I received this incredible opportunity. I am overwhelmed with profound gratitude and a fierce determination to give it my all.

In this fresh, bold environment at TBWA\HAKUHODO, alongside the crew at DISCO, I want to create ideas and content the world has never seen before. Let’s make some noise. Thank you for having me." 

Comment from Takahiro Hosoda, CCO, TBWA\HAKUHODO:

"The line separating advertising from pure content is evaporating. Today, brands aren’t rewarded for what they want people to look at; they win by creating things people want to watch. Bringing Kotaro Tamano—a frontline creator who has engineered countless smash-hit formats in television—into our fold is a massive force multiplier. Together, we are going to disrupt the walls between genres and build experiences that don't just steal people's time, but make them actively want to spend it with us."