Inventing the future with 
Sei-Katsu-Sha

Inventing the future with Sei-Katsu-Sha, is the shared vision across the Hakuhodo network. In the next five to ten years, we see ourselves becoming a business that works hand in hand with Sei-Katsu-Sha to create important new ideas and trends.

To achieve that vision, we will evolve the Sei-Katsu-Sha Insight philosophy we have developed over more than three decades into a means of more exactly plotting the future. Further, we will take the principle of Partnership to a new level by turning it into a framework for co-creation with all players, whether Sei-Katsu-Sha, marketers or the media. We’re going beyond producing ads to invent the future with Sei-Katsu-Sha. And inventing the future transcends borders. It's a global endeavour.

Understanding PEOPLE over Customers

Our work starts from understanding people. Not faceless consumers, but true flesh-and-blood individuals (Sei-Katsu-Sha). As a full-service agency, we are on the cutting-edge of digital technology, data-driven marketing and research. This enables us to reveal an entirely different dimension to people, brands and markets.

Sei-Katsu-Sha insight is the foundation of everything we do at Hakuhodo. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles. In the 1980s, long before other agencies recognized the value of the holistic approach, Hakuhodo introduced this term to emphasize our commitment to a comprehensive, 360-degree perspective on consumer’s lives. Today, big data and cutting-edge technology enable us to understand Sei-Katsu-Sha better and faster than ever before, making us uniquely able to build bridges between our clients, Sei-Katsu-Sha, and society.

People-Centered Data-Driven Marketing

Our business stands at an inflection point, and we're reinventing ourselves in readiness for a new era.

Hakuhodo’s innovative platform for data-driven marketing delivers rapid-fire solutions for our clients. Cutting-edge tools for managing big data offer a clearer picture of markets, where to find customers and how to communicate with them. The heart of Hakuhodo’s approach to marketing and communications is seeing the whole person (or, as we call them, Sei-Katsu-Sha) as opposed to a one-dimensional “consumer”. Today, using our Data Management Platform (DMP) to optimize the power of big data, we see people in their entirety, learn what drives their purchase behaviour, and pinpoint where and how to reach them through the touchpoints of media.

Innovative Research and Development.

Global HABIT is a single-source database built from more than twenty years of surveys. It provides a growing body of original insights on consumer lifestyles, values, media contacts, brand perceptions and purchasing behaviour of males and females between the age of 15 and 54. Covering 35 markets across Asia, Oceania, Europe and USA, with a sample size of 30,000+, Global Habits is one of the largest consumer researches undertaken anywhere in the world. Amongst these 35 markets is Delhi and Mumbai, in India, with a total sample size of 2,600.