Word: yoshida
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...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 of $148,500,000. "If I am the big demon." says Yoshida with a smile, "then my men will have to work like little demons...
...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 for a new nine-story, $8,300,000 Dentsu building in Tokyo. Last week...
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...
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...
Nevertheless the article lists ex-Prime Minister Shigeru Yoshida among those who fear Reischauer's appointment. It explains that conservatives are worried that his appointment will give aid and comfort to pro-Communist leftwing intellectuals opposed to the United States-Japan security pact...