TOKYO — Hakuhodo Inc. (Minato-ku, Tokyo; Masayuki Mizushima, President & CEO), Japan’s second largest advertising agency, today announced the appointment of Yang Yeo and Kentaro Kimura as APAC Co-Chief Creative Officers. With their talent, fame, diverse management experience and track records, the bold move to bring the two industry superstars together signals Hakuhodo’s ambition and commitment to raise its creative firepower beyond Japan.
Yang Yeo (left) and Kentaro Kimura (right), the two APAC Co-CCOs (Illustration: Toshihiro Komatsu (Art Director, Hakuhodo Inc.))
“These two mega talents are fearless! Internally, they are better known as “The Creative Kaijus (monsters)!” laughs Masaru Kitakaze, Worldwide CCO and Senior Corporate Officer of Hakuhodo Inc. “Their bravery and audacity is exactly what I needed to break down barriers, explore uncharted territories, and innovate without the traditional baggage. Yang and Kentaro are the kind of “Kaijus” we want and need in Hakuhodo. Moreover, two brains are stronger than one, and this newly formed dual-leadership will provide our business partners the best of both worlds—delivering truly global creative standards and point-of-view, without losing our heritage and DNA.”
Ichiro Zama, President of Hakuhodo International and Senior Corporate Officer of Hakuhodo Inc., said, “This will help to address increasingly sophisticated and demanding business needs globally. Yang will prowl the region from his dens in Singapore and China, while Kentaro circles the Asia Pacific from his lair in Tokyo. They are both highly mobile and will be involved in each marketplace rather than managing from a distance at regional HQ. They can come together to lead a team or operate separately to broaden their coverage to achieve an effective, efficient, and flexible partnership.”
Photo: HAKUHODO PRODUCT’S INC. Photo Creative Division
Yang Yeo said, “Hakuhodo has an ambitious yet realistic plan, and I could clearly see how my partnership with Kentaro-san, who I have respected and known as a friend for many years, could contribute to the grand plan to propel Hakuhodo forward, especially outside of Japan.”
Prior to joining Hakuhodo, Singapore-born Yang was ECD of Wieden+Kennedy Shanghai. He started his advertising career in 1992 with Saatchi & Saatchi Singapore, gained global experience from BBH in London, built Fallon in Singapore and Hong Kong, led TBWA\Shanghai to win China’s first Gold Lion at Cannes, and guided JWT to China’s first ever Cannes Grand Prix. The agencies he led won Agency of the Year, his clients were named Marketer of the Year, and he was crowned Creative of the Year in the 2011 Agency of the Year awards presented by Campaign Asia-Pacific magazine. Besides his fame in advertising, Yang is also renowned for his spatial and architectural design projects, and in 2012 he was awarded Designer of the Year by Dr. Tony Tan, the President of the Republic of Singapore.
Kentaro Kimura commented, “I first met Yang when we were both judges at ADFEST 2009 and we got along from the onset; our tastes and stances to the work were very similar. The chemistry and trust we’ve built over the years will be essential elements in our new role as partners. He is a true global talent and I can’t wait to get on with it.”
Besides the task of strengthening Hakuhodo’s creative capabilities, especially in the areas of talent, skillsets and reputation, Yang and Kentaro’s responsibility extends to strategic planning and integrated marketing in the Asia Pacific. Furthermore, Kentaro will continue his role as Co-CEO and ECD of Hakuhodo Kettle in Japan.
Kentaro started with Hakuhodo in 1992. He soon developed a unique planning and creative style that blurs the boundaries between strategy, creative, digital, and PR, making sure the ideas can work seamlessly across multiple disciplines. In 2006, he established Hakuhodo Kettle, a boutique creative agency that plans and implements innovative campaigns that look beyond traditional advertising methods. The goal is for Hakuhodo Kettle to serve up boiling hot ideas to the world. Kentaro has won 8 Grand Prix amongst his hundred+ creative awards; judged at more than 20 international award festivals, including as Titanium & Integrated Lions jury member at Cannes, Promo & Direct Jury President at ADFEST and Digital & Mobile Jury President at Spikes Asia; and was selected as official speaker at Cannes Lions in 2013, 2014, and 2015.
Beware! The Creative Kaijus will be coming to a city near you!
