Word: dentsu
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Dates: during 1961-1961
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Irked by the low estate of Japanese admen, Yoshida began studying U.S. ad techniques, was just beginning to make his influence felt at Dentsu when World War II broke out. Japan's defeat nearly brought his changes to a halt. But in 1947, Dentsu. which then had billings of only $1,000,000 a year, made Yoshida its president. Short of executives, he hired purged military and government officials who knew nothing about advertising but had wide contacts in Japanese industry that were useful in picking up new accounts. Yoshida revamped Dentsu's structure, copied U.S. organization methods...
...Easterns. Much of the Madison Avenue manner rubbed off on the Japanese admen. To Yoshida, the "client is god." and his account executives spare no effort to prove it. Each summer, when Japanese traditionally send each other greetings, teams of Dentsu men climb to the top of sacred Mount Fuji to post their seasonal cards to major clients. Ads aimed at Westerners living in Japan are written in "Japlish"-a stilted Japanese version of English. A recent Dentsu house ad boasted that the agency's ads reach an audience of 90 million "herdsmen, hoteliers, housewives, hostesses, heavyweights, hepcats, hipsters...
Yoshida early pushed Dentsu into radio and television production. In Dentsu's television studios, agency scriptwriters grind out soap operas, mystery thrillers (Mr. Himana Steps Out) and easterns (about sword-swinging samurai). By pio neering in commercial radio and televi sion, Yoshida was elected to the boards of 20 broadcasting companies-a fact that gives Dentsu a big edge in placing its programs and commercials...
Janitor to Vice President. Under Yo shida, Dentsu is virtually a one-man show. Oh Oni even conducts the decisive interview before any new employee from janitor to vice president is hired. He some times buys an employee a new suit or pair of shoes to make him more presentable to clients, occasionally passes out golf-club memberships to his top men. "Golf is healthier than nightclubbing," he says. "And it affords time to talk with a client...
...Dentsu's only competition in Japan comes from Hakuhodo, Inc. ($40 million in billings), which recently tied up with the U.S.'s McCann-Erickson to challenge Dentsu for international business. Yoshida does not underestimate the threat of McCann-Erickson-Hakuhodo, Inc. Last fall Japan's Foreign Minister offered him a diplomatic post as roving ambassador. Yoshida turned the offer down: he was needed at Dentsu...