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  Director

  MAKOTO SHIMANO

  Joined HAKUHODO Inc. in 1991. He engaged, mainly in the marketing section, in business and product development, integrated communication development, branding, etc. for each company, including beverages, telecommunications, automobiles and services. In 2012, as the head of the Data Driven Marketing Department, he was in charge of strategy planning and advanced promotion that integrates marketing planning and the media business. In 2017, he was acting as the director of the Data Driven Marketing Division to promote marketing transformation in response to digital transformation. Since 2020, General Manager of the Knowledge Innovation Division and Executive Manager of The Institute of Media Environment. Co-authored: "Comprehensive course on advertising from the basics" (Nikkei Advertising Research Institute).
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  Group Manager & Senior Researcher

  YASUSHI YAMAMOTO

  Joined Hakuhodo in 2003, he worked as a marketing planner for communication planning. In 2011, he moved to Hakuhodo Institute of Life and Living and worked on consumer foresights. In 2015, he moved to Hakuhodo Institute of Shopper Insight where he became Chief Director in 2020. He provided foresights on shopping behavior in complex purchasing and information environments. Since 2021, he has worked at the Institute of Media Environment. He provides insights and offers information on the media environment in an age where the boundaries between media, community, and commerce are disappearing. His publications include「なぜそれが買われるか？〜情報爆発時代に選ばれる商品の法則（朝日新書）」( Why do people buy it? 〜Patterns of Product Choice in an Age of Information Explosion (Asahi Shimbun Publications Inc.))
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  Senior Researcher

  TAEKO NIIMI

  Ms. Niimi joined Hakuhodo Inc. in 1989. She was engaged in researches in media values and building benchmark platform to measure the effect of newspaper ads until assuming the current position in April 2013. She is responsible for carrying out research on the media behavior of sei-katsu-sha through Annual Media Consumption Report and other qualitative studies. She was an editor-in-chief of Kokoku Bijinesu ni Kakawaru Hito no Media Gaido 2015 [広告ビジネスに関わる人のメディアガイド2015, Media Guide for Advertising Business Person 2015] (Sendenkaigi).
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  Senior Researcher

  MAYUMI MORINAGA

  Joined HAKUHODO Inc. after working for a telecommunications company. A behind-the-scenes contractor envisioning and constructing the utilization of digital technology as a crucial supporting role in content and communication. She is active in the media and writes on themes including technology, heavy Internet users, Otaku (geek) culture studies and Youth Studies. She describes herself as an "Otaku who doesn't shut herself away from society but tries to overcome her communication disorder through her very limited emotional strength." She is the Director of The Word of Mouth (WOM) Japan Marketing Association. She has authored "The History of Digital Marketing from the Perspective of Desire" and co-authored, "Is a ★★★ (3 stars) restaurant at a gourmet website really good?"" (Magazine House, Ltd.).
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  Senior Researcher

  EMI NODA

  Ms. Noda joined Hakuhodo Inc. in 2003 and worked on client branding, product development and communication strategy in a variety of areas in consumer goods including food, toiletry products, and automobiles as well as durable goods. She specializes in offering insight into sei-katsu-sha behaviors by following consumer lifestyles and conducting interviews. Since assuming the current position in April 2017, Ms. Noda has been researching on the trends of sei-katsu-sha media life.
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  Senior Researcher

  MAIKA KOBAYASHI

  Maika Kobyashi joined Hakuhodo in 2004, and from 2010 was affiliated with the Hakuhodo Institute of Life and Living for three and a half years after working in industries that included toiletries, beverage, digital money, newspaper and luxury items. In 2013 Kobayashi once again spearheaded the IR/MICE promotion in a sales department and in 2014 was seconded to the Consumer Affairs Agency to work as cabinet office policy researcher for a year. Koboyashi has held her current position since October 2018.
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  Senior Researcher

  NAOKI TOMINAGA

  Since joining Hakuhodo Inc. in 1984, he has been involved in marketing, consulting, and business development/innovation work for various companies. From FY 2003 to 2012, he contributed as a founding member of Hakuhodo Foresight /Innovation Lab (now Hakuhodo Brand and Innovation Design), conducting future insights. During FY 2004 to 2005 and FY 2015 to 2017, he was a visiting researcher at the Hakuhodo Institute of Life and Living. He joined the Institute of Media Environment in 2018. His publications are "Foresight Thinking Methodologies" (Co-authored, Keiso Shobo, 2016), "What is a Black Rich?" (Co-authored, Shueisha, 2007), "Future Map of Asia 2010 - 4 Scenarios" (Co-authored, Hankyu Communications, 2003). “Scenario Writing of Future Lifestyles in Japan for 2030” (Co-authored, Sustainable Development, 2016), Improvement in Quality of Business Ideas by Introducing User Perspective (Co-authored, Transactions of the Japanese Society for Artificial Intelligence: AI, 2013 Volume 28 No. 5), “Correlation Between Word-Of-Mouth Effects and New Media : Simulations of Japanese Media Environment Using Artificial Neural Network” (Co-authored, MIT, 2007).

Joint Appointment Researchers

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  Researcher

  KAZUHITO SONODA

  Joined Hakuhodo DY Media Partners Inc. in 2017. In his first year with the company, he was transferred to Hakuhodo DY Outdoor, where he was involved in DX promotion work such as studying audience data acquisition methods in the ODM (outdoor media) as well as developing digital ODM and planning systems using ad technology. Since October 2020 he has been engaged in integrated media planning for various industries as a media planner.
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  Researcher

  ATSUYUKI SAKODA

  Joined Hakuhodo DY Media Partners Inc. in 2006. After working as a media buyer in the TV industry, he gained experience in marketing communication roles as a media planner and sales representative for clients in various industries such as cosmetics, toiletries, insurance, information and telecommunications, and theme parks. Since April 2023, he has been working as a media producer, actively involved in projects related to the next-generation TV industry, including areas such as Digital Transformation (DX).
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  Researcher

  REMI FUJISHIMA

  Joined Hakuhodo, Inc. in 2011 after working for an information services company. As a sales representative for food, beverage, pharmaceutical, distribution, and broadcasting businesses, she oversaw a wide range of operations, including media-buying, PR, and production work. In 2018, she was transferred to Hakuhodo DY Media Partners, Inc. As a media producer, she is responsible for newspaper and magazine media planning, as well as working on solution development and projects that align with social issues such as the SDGs and well-being.

Visiting Researcher

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  Xu Bao

  Joined Hakuhodo Institute of Life and Living Shanghai Co., Ltd. in 2013 His research activities focus on changes in consumer behavior and lifestyle values in China, where the social environment is rapidly changing. He is in charge of concept development and market research. "Extraordinary consumption" (co-authored, 2015) and "Self-reliance" (co-authored, 2018). He moved to Shanghai Hakuhodo Advertising Co., Ltd. as a marketing planner in 2020.
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  YUKO ITO

  Managing Director, Hakuhodo Institute of Life and Living ASEAN Joined HAKUHODO Inc. in 2003. She has worked as a marketing planner for clients across a variety of industries including education, food, beverages and toiletries. Also, she has worked for services using DMPs and communication design at excavation starting point of deep insight of consumers. To provide knowledge on marketing to women, she has established the＂Career Woman Lab”, an internal think-tank, in which the research subject is working women. Since April 2018, she has worked in Hakuhodo Institute of Life and Living ASEAN(Bangkok, Thailand) and in the current position since April 2020.
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  NORIYUKI NAGAMATSU

  Joined DAC in 2004. Developed advertising businesses based on audience targeting and video advertising, as well as research and development of effectiveness indicators. From 2008, along with establishing Advertising Technology Laboratory, he was active in promoting research and development using the latest technology on social media and smart devices, and developing an advertising business using electronic money. Currently,he is working on research and development of digital businesses using technology such as AR/VR, IoT and AI. He lectures at the “HAL”, specialist college. Co-authored “Handbook for Net Advertising” (Co-authored, JMA Management Center Inc.)
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  ERI EGUCHI

  Joined DAC in 2018. Focusing on advanced consumer interfaces, she researches cutting-edge technologies and investigates overseas media, as well as proposes solutions for new markets and businesses. Furthermore, she oversees liaising with the Interactive Advertising Bureau (IAB), a digital advertising industry organization, to grasp global advertising trends and then share knowledge within the entire HDY Group (through the "Digitopi! digital topics seminar series etc.).

External Communications Relationship Promotion

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  AOI SAITO

  Joined Hakuhodo Inc. in 2002 and worked as a media producer with a focus on the magazine and publishing business. In 2016, she joined the Institute of Media Environment, and engaged in research on new life-changing technologies and media businesses. Since 2020, she has been engaged in planning, managing, producing, and conducting activities for the Institute's outreach events, including organizing business matching and discussion forums with media, technology, and digital marketing players.

Advisor

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  HIDEHIKO SEKIZAWA

  Mr. Sekizawa is an ideation consultant and a Professor Emeritus at Tokyo Keizai University. Ongoing serialization of 関沢英彦の目(Hidehiko's Insights) in Nikkei Business Daily. His publications include女と夜と死の広告学 (Woman, Night, Death: Advertising Science), KOYO SHOBO Corporation; ひらがな思考術(Hiragana Thinking), Poplar Publishing; いまどきネットだけじゃ、隣と同じ!｢調べる力｣( Research Strategies in the Digital Age), Asuka Publishing;偶然ベタの若者たち(Advice for Young People Unskilled at Seizing Opportunities), Akishobo; 生活という速度,(The Pace of Life),Shinjuku Shobo; 岩波講座:現代社会学第13巻成熟と老いの社会学( Iwanami Contemporary Sociology Course: Sociology of Maturity and Aging, Volume 13), coauthor, Iwanami Shoten Publishers.

Fellow

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  MOTOAKI HIRATSUKA

  Joined Hakuhodo in 1989, where he worked in the Marketing epartment and participated in the “Hakuhodo Dennotai”, an experimental department focusing on Net×Advertising. Since 2003, he has worked as a freelance marketing planner. A fellow of Hakuhodo Planning House Inc. His publications include ″Marketing after 3.11“ (Co-authored, Asahi Shimbun Publications,2011), “Book Guide for Marketers” - Series Yomiuri Shimbun AD Report OJO, 2009-2017).