Word: dentsu
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...most of Japan's 94 million people, the frequent mild earthquakes that rattle windows and dismay tourists are routine works of the gods. But the nearly 3,000 employees of Dentsu Advertising, Ltd. are subject to other tremors and are often heard to groan: "Oh Oni is angry again." Oh Oni-or Big Demon-is no evil spirit from the nether world, but the nickname of Dentsu's autocratic, dynamically modern-minded president, Hideo Yoshida, 57, who almost singlehanded has built Dentsu into the world's fifth largest* advertising agency with yearly billings...
They already do. From its 28 regional and branch offices in Japan. Dentsu services more than 2,000 clients, accounts for almost 30% of Japan's total advertising billings of $530 million. (Unlike U.S. agencies, Dentsu handles competing accounts, e.g., eleven of Tokyo's leading department stores.) Anxious to expand the agency's operations beyond Japan, Yoshida this year will organize Dentsu International, hopes to establish working relationships with other agencies around the world. In anticipation of Dentsu's continued expansion along with Japan's booming economy. Yoshida is having plans drawn...
Keep Out. When Yoshida graduated from Tokyo's Imperial University in 1927, Japan was in a crippling depression. With jobs scarce, he went to work in the advertising department of the Dentsu news agency. "It was utterly unheard of for an Imperial University man to go into advertising," Yoshida recalls, "but there wasn't much choice in those days." Most Japanese regarded advertising as an alien form of moneygrubbing that was contrary to the more traditional and subtle Japanese way of doing things. Advertising implied competition, and the monopoly-minded Japanese were more accustomed to making private arrangements...
...domestic and overseas billings: Thompson, $370 million: Interpublic, Inc. (the parent corporation of McCann-Erickson), $352 million; Young & Rubicam, $247 million; B.B.D.O., $243,700,000; Dentsu Advertising of Japan, $148,500,000; Ted Bates, $130,500,000; Foote, Cone & Belding, $120 million; Leo Burnett, $116,700,000; Benton & Bowles, $114 million; N. W. Ayer, $110 million. Biggest agency in domestic billings is Interpublic, with a combined billing of $259 million from McCann-Erickson, Canada's McCann-Erickson subsidiary and McCann-Marschalk, an independent subsidiary. Runner-up is Thompson, with $250 million in U.S. and Canadian billings...