Word: hakuhodo
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...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 months in advance, leaving only crumbs for its competitors...
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...