\n It\u2019s a culmination of all of our efforts and I can\u2019t thank each member of our staff enough.
\nI feel particularly happy for the recognition of \u201cBest Culture\u201d. We shifted to remote working very early on in the pandemic, around April 2020. Thanks to our commitment and the efforts of all our staff, we successfully managed to continue this safer mode of working throughout 2021 (offering all staff the option of working from home or coming to the office), and this to me is an indication of our progressive agency culture which is why the Best Culture award means a lot.
\n<\/p>\n\n\n
\n In 2021 we implemented many things for optimal and safe conditions working from home \/ working in the office. In the office we installed CO2 readers in each room, solo working booths and an app called \u2018TH Connected\u2019 which allows all employees to see who\/how many people are in the office at any given time, or when others are planning to come in, for a safer, more socially distanced office space.
\nRemote working certainly makes things more efficient but it can affect quality of communication negatively and we may be losing serendipitous opportunities. As a way to keep inter-staff communication invigorated we started the \u201cASALON Morning Salon\u201d online event. This is a regular online get together where staff get together and talk casually about various themes or share \u201cdid you know?\u201d type info about themselves. I believe all these efforts that we made were evaluated highly and resulted in our win for Best Culture, for which I am tremendously proud.
\n<\/p>\n\n
\n Q. Many businesses are finding that despite the increased efficiency of working remotely, inter-staff communication is negatively affected and moments of serendipity are being lost.
\n<\/h2>\n\n\n
\n Yes, that’s right. That is why we are starting a series of workshops where our on-the-ground managers share their learnings from two years of remote working with management and with each other. Our double-pronged approach of management-led and on-the-ground-led initiatives has no doubt contributed to our Best Culture and Creative Agency of the Year Silver win, I believe.
\n<\/p>\n\n
\n Hakuhodo\u2019s philosophy as \u201cfoundation\u201d. TBWA\u2019s philosophy as \u201cpillar\u201d.
\n
\nQ. What is your philosophy of managing and leading TBWA\\HAKUHODO\uff1f
\n<\/h2>\n\n\n\n ![\"Interview](\"\")
\n<\/div>\n\n\n\n\n\n\n TBWA\\HAKUHODO is a Disruption\u00ae\ufe0e company. So in addition to always prioritizing our \u201cpeople\u201d \u201cculture\u201d and \u201ccreativity\u201d, I also focus on \u201cdisruption\u201d. To me disruption is about actively challenging the norm and the status quo, and this is what I \/ we strive for. <\/p>\n\n
\n Q. You are originally from Hakuhodo, what kind of thinking from there have you brought to TBWA\\HAKUHODO\uff1f<\/h2>\n\n\n\n \n<\/div>\n\n\n Image from: https:\/\/www.hakuhodo.co.jp\/about\/dna\/philosophy\/<\/p>\n\n\n\n\n
\n That would be the \u201cseikatsusha (Consumer with a heartbeat)\u201d philosophy and the \u201cspirit of partnership\u201d way of thinking. These principles are the \u201cfoundation\u201d of TBWA\\HAKUHODO while TBWA\u2019s Disruption is the \u201cpillar\u201d that stands strong and bold above it. I truly believe we offer the best of both worlds with our foundation and pillar both feeding each other in positive ways. <\/p>\n\n
\n Q.Can you share an example of that with us\uff1f
\n<\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n At TBWA\\HAKUHODO we hold an annual in-house award scheme called the \u201cDisruption Award\u201d. This is not limited to client work but can include projects from across our entire operation, including the back office. Our IT and finance teams developed a TBWA\\HAKUHODO bespoke expense settling system, which proved hugely popular and is now used by other group companies. Only could our \u201cfoundation and pillar\u201d allow for such a unique and experimental approach to things. We managed to monetize our back office services through this distinctly \u201cTBWA\\HAKUHODO\u201d way of realizing ideas.
\nAlso in our client work, we continue to update and refresh our \u201cseikatsusha\u201d centered thinking.
\n\u201cWhat do seikatsusha really want?\u201d \u201cWhat is good for the seikatsusha?\u201d. These are the questions we continually ask ourselves.
\n<\/p>\n\n
\n Proposals that the client \u201cbelieve in\u201d
\n
\nQ. You have been involved with TBWA\\HAKUHODO since even before its official inception. What has changed, and what hasn\u2019t in the last 15 years?
\n<\/h2>\n\n\n
\n The \u201cseikatsusha\u201d and \u201cpartner mindset\u201d of Hakuhodo as foundation, and TBWA\u2019s \u201cDisruption\u201d as pillar mindset has not fundamentally changed since the beginning of our agency’s life. However it has evolved and changed with the times.
\nWhat has changed drastically over the last 15 years is our portfolio of clients which is becoming increasingly diverse every year. The networking strength between TBWA and the Hakuhodo Group has increased over the years and with that, the presence, influence and value that TBWA\\HAKUHODO offers both parent companies has really galvanized over the years (Our proactive and successful approach in winning new clients even under the pandemic has played no small part in strengthening our influence and power). These are the big changes and developments that I have felt over the last 15 years. <\/p>\n\n
\n Q. What have you, as CEO, kept in mind throughout the pandemic when it came to the operation of the agency?<\/h2>\n\n\n\n \n<\/div>\n\n\n Imai-san explaing the concept of “Disruption X” within the agency<\/p>\n\n\n\n\n
\n First of all we needed to expand our client portfolio. However, I ensured that our approach was not \u201cwin-at-all-cost\u201d proposals, but rather proposals that the client could believe in, feel confidence and faith in. We also listened to specific client requests and brought additional elements of Disruption to our proposals. This has been the recipe of success for us to win so many new clients despite a global pandemic.
\nIn recent years, TBWA\\HAKUHODO has been deploying \u201cDisruption X\u201d (an evolution of our traditional Disruption) that brings us closer to being a business partner for clients, rather than a mere communications partner. This means that we are not only helping to develop communication creative, but helping in product, service and experience development for brands. These new, greatly enhanced Disruption X proposals show just how much more we can contribute to client business purpose and growth.
\nAnd of course our vision goes beyond mere business growth, but to contributing to a better way of life for the seikatsusha.<\/p>\n\n
\n To build an environment where talent driven by curiosity and a pioneering spirit can flourish. Fear of failure be damned!
\n
\nQ. TBWA\\HAKUHODO is home to this distinct culture. What kind of person flourishes here?
\n<\/h2>\n\n\n
\n We are home to insatiably curious, fearless challengers who know how to engage with their colleagues for rich and open discourse. Our company policy focuses on \u201cDiversity\u201d, \u201cCuriosity\u201d and \u201cCourage\u201d, so our people reflect these qualities and values. TBWA\\HAKUHODO has people from all sorts of backgrounds, and like any other organization, diversity and inclusion has to be built-in to our culture. We are continuing to make all efforts to enhance our culture of inclusion, acceptance and true collaboration. <\/p>\n\n\n
\n TBWA\\HAKUHODO is a Disruption\u00ae\ufe0e company. So in addition to always prioritizing our \u201cpeople\u201d \u201cculture\u201d and \u201ccreativity\u201d, I also focus on \u201cdisruption\u201d. To me disruption is about actively challenging the norm and the status quo, and this is what I \/ we strive for. <\/p>\n\n
\n Q. You are originally from Hakuhodo, what kind of thinking from there have you brought to TBWA\\HAKUHODO\uff1f<\/h2>\n\n\n\n \n<\/div>\n\n\n Image from: https:\/\/www.hakuhodo.co.jp\/about\/dna\/philosophy\/<\/p>\n\n\n\n\n
\n That would be the \u201cseikatsusha (Consumer with a heartbeat)\u201d philosophy and the \u201cspirit of partnership\u201d way of thinking. These principles are the \u201cfoundation\u201d of TBWA\\HAKUHODO while TBWA\u2019s Disruption is the \u201cpillar\u201d that stands strong and bold above it. I truly believe we offer the best of both worlds with our foundation and pillar both feeding each other in positive ways. <\/p>\n\n
\n Q.Can you share an example of that with us\uff1f
\n<\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n At TBWA\\HAKUHODO we hold an annual in-house award scheme called the \u201cDisruption Award\u201d. This is not limited to client work but can include projects from across our entire operation, including the back office. Our IT and finance teams developed a TBWA\\HAKUHODO bespoke expense settling system, which proved hugely popular and is now used by other group companies. Only could our \u201cfoundation and pillar\u201d allow for such a unique and experimental approach to things. We managed to monetize our back office services through this distinctly \u201cTBWA\\HAKUHODO\u201d way of realizing ideas.
\nAlso in our client work, we continue to update and refresh our \u201cseikatsusha\u201d centered thinking.
\n\u201cWhat do seikatsusha really want?\u201d \u201cWhat is good for the seikatsusha?\u201d. These are the questions we continually ask ourselves.
\n<\/p>\n\n
\n Proposals that the client \u201cbelieve in\u201d
\n
\nQ. You have been involved with TBWA\\HAKUHODO since even before its official inception. What has changed, and what hasn\u2019t in the last 15 years?
\n<\/h2>\n\n\n
\n The \u201cseikatsusha\u201d and \u201cpartner mindset\u201d of Hakuhodo as foundation, and TBWA\u2019s \u201cDisruption\u201d as pillar mindset has not fundamentally changed since the beginning of our agency’s life. However it has evolved and changed with the times.
\nWhat has changed drastically over the last 15 years is our portfolio of clients which is becoming increasingly diverse every year. The networking strength between TBWA and the Hakuhodo Group has increased over the years and with that, the presence, influence and value that TBWA\\HAKUHODO offers both parent companies has really galvanized over the years (Our proactive and successful approach in winning new clients even under the pandemic has played no small part in strengthening our influence and power). These are the big changes and developments that I have felt over the last 15 years. <\/p>\n\n
\n Q. What have you, as CEO, kept in mind throughout the pandemic when it came to the operation of the agency?<\/h2>\n\n\n\n \n<\/div>\n\n\n Imai-san explaing the concept of “Disruption X” within the agency<\/p>\n\n\n\n\n
\n First of all we needed to expand our client portfolio. However, I ensured that our approach was not \u201cwin-at-all-cost\u201d proposals, but rather proposals that the client could believe in, feel confidence and faith in. We also listened to specific client requests and brought additional elements of Disruption to our proposals. This has been the recipe of success for us to win so many new clients despite a global pandemic.
\nIn recent years, TBWA\\HAKUHODO has been deploying \u201cDisruption X\u201d (an evolution of our traditional Disruption) that brings us closer to being a business partner for clients, rather than a mere communications partner. This means that we are not only helping to develop communication creative, but helping in product, service and experience development for brands. These new, greatly enhanced Disruption X proposals show just how much more we can contribute to client business purpose and growth.
\nAnd of course our vision goes beyond mere business growth, but to contributing to a better way of life for the seikatsusha.<\/p>\n\n
\n To build an environment where talent driven by curiosity and a pioneering spirit can flourish. Fear of failure be damned!
\n
\nQ. TBWA\\HAKUHODO is home to this distinct culture. What kind of person flourishes here?
\n<\/h2>\n\n\n
\n We are home to insatiably curious, fearless challengers who know how to engage with their colleagues for rich and open discourse. Our company policy focuses on \u201cDiversity\u201d, \u201cCuriosity\u201d and \u201cCourage\u201d, so our people reflect these qualities and values. TBWA\\HAKUHODO has people from all sorts of backgrounds, and like any other organization, diversity and inclusion has to be built-in to our culture. We are continuing to make all efforts to enhance our culture of inclusion, acceptance and true collaboration. <\/p>\n\n\n
\n Image from: https:\/\/www.hakuhodo.co.jp\/about\/dna\/philosophy\/<\/p>\n\n\n\n\n
\n That would be the \u201cseikatsusha (Consumer with a heartbeat)\u201d philosophy and the \u201cspirit of partnership\u201d way of thinking. These principles are the \u201cfoundation\u201d of TBWA\\HAKUHODO while TBWA\u2019s Disruption is the \u201cpillar\u201d that stands strong and bold above it. I truly believe we offer the best of both worlds with our foundation and pillar both feeding each other in positive ways. <\/p>\n\n
\n Q.Can you share an example of that with us\uff1f
\n<\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n At TBWA\\HAKUHODO we hold an annual in-house award scheme called the \u201cDisruption Award\u201d. This is not limited to client work but can include projects from across our entire operation, including the back office. Our IT and finance teams developed a TBWA\\HAKUHODO bespoke expense settling system, which proved hugely popular and is now used by other group companies. Only could our \u201cfoundation and pillar\u201d allow for such a unique and experimental approach to things. We managed to monetize our back office services through this distinctly \u201cTBWA\\HAKUHODO\u201d way of realizing ideas.
\nAlso in our client work, we continue to update and refresh our \u201cseikatsusha\u201d centered thinking.
\n\u201cWhat do seikatsusha really want?\u201d \u201cWhat is good for the seikatsusha?\u201d. These are the questions we continually ask ourselves.
\n<\/p>\n\n
\n Proposals that the client \u201cbelieve in\u201d
\n
\nQ. You have been involved with TBWA\\HAKUHODO since even before its official inception. What has changed, and what hasn\u2019t in the last 15 years?
\n<\/h2>\n\n\n
\n The \u201cseikatsusha\u201d and \u201cpartner mindset\u201d of Hakuhodo as foundation, and TBWA\u2019s \u201cDisruption\u201d as pillar mindset has not fundamentally changed since the beginning of our agency’s life. However it has evolved and changed with the times.
\nWhat has changed drastically over the last 15 years is our portfolio of clients which is becoming increasingly diverse every year. The networking strength between TBWA and the Hakuhodo Group has increased over the years and with that, the presence, influence and value that TBWA\\HAKUHODO offers both parent companies has really galvanized over the years (Our proactive and successful approach in winning new clients even under the pandemic has played no small part in strengthening our influence and power). These are the big changes and developments that I have felt over the last 15 years. <\/p>\n\n
\n Q. What have you, as CEO, kept in mind throughout the pandemic when it came to the operation of the agency?<\/h2>\n\n\n\n \n<\/div>\n\n\n Imai-san explaing the concept of “Disruption X” within the agency<\/p>\n\n\n\n\n
\n First of all we needed to expand our client portfolio. However, I ensured that our approach was not \u201cwin-at-all-cost\u201d proposals, but rather proposals that the client could believe in, feel confidence and faith in. We also listened to specific client requests and brought additional elements of Disruption to our proposals. This has been the recipe of success for us to win so many new clients despite a global pandemic.
\nIn recent years, TBWA\\HAKUHODO has been deploying \u201cDisruption X\u201d (an evolution of our traditional Disruption) that brings us closer to being a business partner for clients, rather than a mere communications partner. This means that we are not only helping to develop communication creative, but helping in product, service and experience development for brands. These new, greatly enhanced Disruption X proposals show just how much more we can contribute to client business purpose and growth.
\nAnd of course our vision goes beyond mere business growth, but to contributing to a better way of life for the seikatsusha.<\/p>\n\n
\n To build an environment where talent driven by curiosity and a pioneering spirit can flourish. Fear of failure be damned!
\n
\nQ. TBWA\\HAKUHODO is home to this distinct culture. What kind of person flourishes here?
\n<\/h2>\n\n\n
\n We are home to insatiably curious, fearless challengers who know how to engage with their colleagues for rich and open discourse. Our company policy focuses on \u201cDiversity\u201d, \u201cCuriosity\u201d and \u201cCourage\u201d, so our people reflect these qualities and values. TBWA\\HAKUHODO has people from all sorts of backgrounds, and like any other organization, diversity and inclusion has to be built-in to our culture. We are continuing to make all efforts to enhance our culture of inclusion, acceptance and true collaboration. <\/p>\n\n\n
\n At TBWA\\HAKUHODO we hold an annual in-house award scheme called the \u201cDisruption Award\u201d. This is not limited to client work but can include projects from across our entire operation, including the back office. Our IT and finance teams developed a TBWA\\HAKUHODO bespoke expense settling system, which proved hugely popular and is now used by other group companies. Only could our \u201cfoundation and pillar\u201d allow for such a unique and experimental approach to things. We managed to monetize our back office services through this distinctly \u201cTBWA\\HAKUHODO\u201d way of realizing ideas.
\nAlso in our client work, we continue to update and refresh our \u201cseikatsusha\u201d centered thinking.
\n\u201cWhat do seikatsusha really want?\u201d \u201cWhat is good for the seikatsusha?\u201d. These are the questions we continually ask ourselves.
\n<\/p>\n\n
\n Proposals that the client \u201cbelieve in\u201d
\n
\nQ. You have been involved with TBWA\\HAKUHODO since even before its official inception. What has changed, and what hasn\u2019t in the last 15 years?
\n<\/h2>\n\n\n
\n The \u201cseikatsusha\u201d and \u201cpartner mindset\u201d of Hakuhodo as foundation, and TBWA\u2019s \u201cDisruption\u201d as pillar mindset has not fundamentally changed since the beginning of our agency’s life. However it has evolved and changed with the times.
\nWhat has changed drastically over the last 15 years is our portfolio of clients which is becoming increasingly diverse every year. The networking strength between TBWA and the Hakuhodo Group has increased over the years and with that, the presence, influence and value that TBWA\\HAKUHODO offers both parent companies has really galvanized over the years (Our proactive and successful approach in winning new clients even under the pandemic has played no small part in strengthening our influence and power). These are the big changes and developments that I have felt over the last 15 years. <\/p>\n\n
\n Q. What have you, as CEO, kept in mind throughout the pandemic when it came to the operation of the agency?<\/h2>\n\n\n\n \n<\/div>\n\n\n Imai-san explaing the concept of “Disruption X” within the agency<\/p>\n\n\n\n\n
\n First of all we needed to expand our client portfolio. However, I ensured that our approach was not \u201cwin-at-all-cost\u201d proposals, but rather proposals that the client could believe in, feel confidence and faith in. We also listened to specific client requests and brought additional elements of Disruption to our proposals. This has been the recipe of success for us to win so many new clients despite a global pandemic.
\nIn recent years, TBWA\\HAKUHODO has been deploying \u201cDisruption X\u201d (an evolution of our traditional Disruption) that brings us closer to being a business partner for clients, rather than a mere communications partner. This means that we are not only helping to develop communication creative, but helping in product, service and experience development for brands. These new, greatly enhanced Disruption X proposals show just how much more we can contribute to client business purpose and growth.
\nAnd of course our vision goes beyond mere business growth, but to contributing to a better way of life for the seikatsusha.<\/p>\n\n
\n To build an environment where talent driven by curiosity and a pioneering spirit can flourish. Fear of failure be damned!
\n
\nQ. TBWA\\HAKUHODO is home to this distinct culture. What kind of person flourishes here?
\n<\/h2>\n\n\n
\n We are home to insatiably curious, fearless challengers who know how to engage with their colleagues for rich and open discourse. Our company policy focuses on \u201cDiversity\u201d, \u201cCuriosity\u201d and \u201cCourage\u201d, so our people reflect these qualities and values. TBWA\\HAKUHODO has people from all sorts of backgrounds, and like any other organization, diversity and inclusion has to be built-in to our culture. We are continuing to make all efforts to enhance our culture of inclusion, acceptance and true collaboration. <\/p>\n\n\n
\n Imai-san explaing the concept of “Disruption X” within the agency<\/p>\n\n\n\n\n
\n First of all we needed to expand our client portfolio. However, I ensured that our approach was not \u201cwin-at-all-cost\u201d proposals, but rather proposals that the client could believe in, feel confidence and faith in. We also listened to specific client requests and brought additional elements of Disruption to our proposals. This has been the recipe of success for us to win so many new clients despite a global pandemic.
\nIn recent years, TBWA\\HAKUHODO has been deploying \u201cDisruption X\u201d (an evolution of our traditional Disruption) that brings us closer to being a business partner for clients, rather than a mere communications partner. This means that we are not only helping to develop communication creative, but helping in product, service and experience development for brands. These new, greatly enhanced Disruption X proposals show just how much more we can contribute to client business purpose and growth.
\nAnd of course our vision goes beyond mere business growth, but to contributing to a better way of life for the seikatsusha.<\/p>\n\n
\n To build an environment where talent driven by curiosity and a pioneering spirit can flourish. Fear of failure be damned!
\n
\nQ. TBWA\\HAKUHODO is home to this distinct culture. What kind of person flourishes here?
\n<\/h2>\n\n\n
\n We are home to insatiably curious, fearless challengers who know how to engage with their colleagues for rich and open discourse. Our company policy focuses on \u201cDiversity\u201d, \u201cCuriosity\u201d and \u201cCourage\u201d, so our people reflect these qualities and values. TBWA\\HAKUHODO has people from all sorts of backgrounds, and like any other organization, diversity and inclusion has to be built-in to our culture. We are continuing to make all efforts to enhance our culture of inclusion, acceptance and true collaboration. <\/p>\n\n\n