Yomiko (Japan)

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Yomiko is the smallest of the three main agencies in Japanese marketing services group Hakuhodo DY behind Hakuhodo and Daiko. All three operate as distinct entities under the new arrangement, but share back office functions as well as media planning and buying. Although it still offers a full range of services, Yomiko is increasingly positioned as a specialist in sales promotion and real estate, and also produces animated television content. The agency's direct presence outside Japan is very limited, though there are wholly owned outposts in Shanghai and Taiwan, and a joint venture covering Singapore and other SE Asian markets. Daisuke Fujinuma is president. Yomiko was originally established in 1929 by Japan's leading daily newspaper, The Yomiuri Shimbun, to manage classified ads and by the late 1960s, it had become one of Japan's leading full-service advertising agencies. In a bid to extend its reach outside its home country, it formed a strategic alliance with Saatchi & Saatchi in the late 1980s. In 1992, it effectively became the Japanese arm of the UK-based agency, forming a close relationship with both Saatchi and its then-stablemate Bates. In 1997, they merged their own Japanese offices into a three-way partnership with Yomiko, forming Saatchi & Saatchi Bates Yomiko. ;This arrangement was dismantled again two years later in the wake of the Saatchi-Bates demerger, when Saatchi dropped out of the JV in order to re-establish a small local office of its own. In 2000, the agency was also contracted to handle all media planning and buying in Japan on behalf of Zenith. Bates bolstered its share of the Bates Yomiko joint venture to 51%, but it was later closed down. In 2003, Yomiko was itself absorbed into the Hakuhodo DY merger. Billings for the year to March 2018 were approx $640m with ordinary income of approx $14m. That was less than half Daiko and around 5% the figure for Hakuhodo.

Capsule checked 23rd November 2018

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