Six Business Domains

To address clients’need for integrated marketing, the Hakuhodo DY Group has been developing its response capabilities in digital marketing and commerce business to build an optimal service design and delivery structure in the marketing business domain. We have also developed an integrated marketing platform called CREATIVITY ENGINE BLOOM as a system to leverage sei-katsu-sha data and AI technology in our day-to-day operations. In this way, we are raising the sophistication and efficiency of integrated marketing.
・Digital marketing
In digital marketing, we are pooling Group resources and know-how with Hakuhodo DY ONE as the core component, and aim to capture the No. 1 share in the industry through increased competitiveness, profitability and productivity.
・Commerce business
In response to dramatic changes in shopping behavior, we aim to be a business transformation partner in the commerce domain by designing 360-degree shopping experiences from both shopper and seller perspectives. Harnessing our unique sei-katsu-sha data and creativity, we are committed to promoting 360-degree business transformation centered on the shopping experience.

To date, the Hakuhodo DY Group has focused its consulting business on the marketing domain. Now that every company is being forced to transform itself, we must find solutions to the issues facing senior management in upstream areas such as business operation and management, in addition to challenges in marketing.
Against this backdrop, we launched ENND PARTNERS as a human- and creativity-centered consultancy offering professional services to help top executives tackle issues.
We also aim to increase our competitiveness as a group, combining the specialization and innovation of the Hakuhodo DY Group, particularly those of our strategic operating unit kyu and the Hakuhodo Group.

The Hakuhodo DY Group is committed to creating new technology business in the corporate marketing domain by utilizing the infrastructure of Advertising as a service® (AaaS), our solution that drives digital transformation in advertising, and resources such as Hakuhodo Technologies, a company that brings together technology talent from across the Group. We plan to develop marketing SI business that aims to maximize business impact from sei-katsu-sha perspectives, and innovative software as a service marketing service business.

The Hakuhodo DY Group has conventionally focused on sponsorship of sporting events including baseball and ekiden road relay races, as well as movies/anime, music, art and other cultural events, as part of clients’ marketing activities. We have also engaged in sports data utilization, as well as non-fungible token and other rights-based business. Progress in digitalization has led to disruptive innovations in the content business in terms of production and delivery methods, while direct contact with fans and the diversification of approaches to monetization have also accelerated.
Going forward, we seek to create new profit-making opportunities at the increasingly important intersection of intellectual property and identifiers, by building an ecosystem of content by investing in IP and acquiring ID, including through alliances with media and right-holders.

The incubation business is a key domain for the Hakuhodo DY Group, as we seek to scale beyond the bounds of a conventional group of advertising companies. To date, we have built foundations for external collaboration through the investment activities of Hakuhodo DY Ventures and promoted the generation of business development projects through specialized units of Hakuhodo.
Going forward, while developing a system for collaboration inside and outside the Group, we will enhance industry-government-academia networks and a foundation for collaborating with startups. We will also leverage our unique creativity and networks to develop new, socially impactful businesses, and grow them into a new pillar of profitability in the future.

In global business, our strategic operating unit kyu has significantly expanded our business in North America and Europe by adding highly specialized and innovative companies to the Group. Meanwhile, Hakuhodo has led our efforts in Asian markets by providing marketing support for Japanese and local companies and enhancing our response capabilities in the digital marketing domain.
Looking ahead, we seek to further improve our capabilities as the two business entities—the kyu Group and the Hakuhodo Group—enhance their responsiveness through collaboration in digital marketing and other areas, forming a unique modern network to meet the varying needs of clients.