Word: dentsu
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Like Gulliver among the Lilliputians, Dentsu Advertising Ltd. has long dominated the business of mass selling in Japan, and its roster of clients gleams with famous names: Toyota, Pepsi-Cola, Nestle, Max Factor. The agency operates in one of the world's ripest ad markets: the Japanese watch more television than any other people, and are even more brand-conscious than Americans. Helped by a booming economy and a rising currency in recent years, Dentsu has grown particularly fast. In 1972 it elbowed McCann-Erickson out of second place in global billings, and now it has become...
...from last year's limits. Already newspapers and magazines are dropping pages, and broadcasting hours are beng cut after midnight. The crunch will be a major test for Yoshichika Nakahata, 63, who, after 39 years with almost every department from television accounts to art and copy, was named Dentsu's president in November. Noted more for administrative skill than for creative flair, Nakahata vows to lead the company with "the energy of a roaring tiger...
Dreamy Clout. At Dentsu, that could be more than mere hyperbole. The diligence of the 5,000-person work force is legendary, and the lights of the agency's 15-story glass-and-concrete head quarters near Tokyo's Ginza regularly glow late into the night. Competing admen joke that "the first people on the streets each morning are the ragpickers - and Dentsu men hurrying to work." In seeking new business, the firm's account executives are the most aggressive in Japan; they often refer to calls on prospective clients as attacks. Each summer a group...
...Dentsu gets only 3% of its business outside Japan, but it wields the kind of clout over its home market that American admen can only dream about. The agency places about a quarter of all the print ads in Japan and four out of every five rich prime-time TV commercials. Of its 5,000 or so competitors, the closest rival is the Hakuhodo agency, which has billings of less than $3,000,000. One reason for Dentsu's preeminence: because of its money, drive and just plain bigness, it can buy up prime print space and broadcast time...
...expected to pick up all the news about new products, processes and practices. The Japanese in New York are avid readers and clippers of U.S. newspapers, newsmagazines and Government publications. One favorite: Commerce Business Daily, which lists Government contract awards and subcontracting leads. Fairly typically, Shinichi Uozumi, president of Dentsu Corp. of America, a branch of Japan's largest ad agency, gets up at 5 a.m. so that he can read for two hours before setting out on foot for his office...