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jp en About Us About Us Our Activities History of the Foundation About Yoshida Hideo The Ad Museum Tokyo Publications jp en About Us About Us Our Activities History of the Foundation About Yoshida Hideo The Ad Museum Tokyo Publications top outline biography Demon of Advertising YOSHIDA HIDEO As Japan was rising to become a world’s economic powerhouse, Yoshida Hideo passionately devoted himself to building a new industrialized society by modernizing Japan’s advertising business.He extended his efforts to establish commercial broadcasting in Japan. With his many great achievements, he became a pioneering legend in the world of advertising and was called the “Demon of Advertising”. 1903 Birth Born in November 1903 in Kokura City, Fukuoka Prefecture. When his father died, young Hideo was adopted by the Yoshida family, leaving his mother, an older brother, and two younger sisters. Things were not easy for him during his youth. However, owing to his strong character inherited from his father and business aptitude fostered at Tokyo Imperial University, he eventually became a successful businessperson. Into the World of Advertising 1928（24） Joined Denpo-Tsushinsha (Japan Telegraphic Communication Co., Ltd., Currently Dentsu)Started to work in the back office of a media department dealing with local newspapers 1933（29） Accompanied then president Hoshiro Mitsunaga to visit Manchuria 1942（38） Appointed Managing Director 1943（39） Completed the restructuring of the advertising industry under the auspices of the Ministry of Commerce and IndustryNationwide, 186 companies were consolidated into twelve. Dentsu absorbed 16 firms. 1945（41） Led the application for a commercial broadcasting station “People’s Broadcasting (currently Tokyo Broadcasting System Television, Inc.)” as a key member of a business association in Tokyo. Yoshida played a pivotal role in establishing commercial broadcasting in Japan. Presidency 1947（43） Appointed the fourth President of DentsuEstablished Dentsu Advertising Awards 1949（45） Set up radio advertising study groups in the Dentsu headquarters and its branchesLed an effort to establish the Public Relations Liaison Council to study and share information on the public relations business 1950（46） Appointed the first secretary general of the Japan Newspaper Advertising Agency Association. 1951 Beginning of commercialradio broadcasting The first commercial radio broadcasting in Japan was aired in Nagoya on September 1, at 6:30 a.m., by Chubu-Nippon Broadcasting. The New Japan Broadcasting (currently Mainichi Broadcasting System) in Osaka also started on the same day. Yoshida put his heart and soul into Radio Tokyo (currently TBS radio) which began broadcasting regular programs on airwaves from December 4. 1952（48） Proposed a regressive advertising rate systemEstablished the ABC (Audit Bureau of Circulation) Panel, an institution that provides third-party circulation data of newspapers and magazines 1955（51） Changed the company name from Denpo-Tushinsha Co., Ltd. to Dentsu Incorporated 1956 World Stage Appointed Vice Chairman (in charge of Far East) of the International Advertising Association (IAA)Strongly influenced by the marketing-based advertising practice in the US, Yoshida was convinced that advertising is “an art based on science”. He argued it is an intelligent business activity backed by science and should not be practiced by solely relying on intuition or the virtuosity of an individual. He was one of the pioneers of Japanese marketing by immediately recognizing its potential and actively practicing it in real business 1957（53） Established the Japan International Advertising Association (currently IAA Japan Chapter) 1958（54） Hosted the first Asian Advertising CongressHis achievements were featured in US’s Fortune magazine under the headline of the “Demon of Advertising” 1961（57） Received the IAA’s Man of the Year Award 1962（58） The All Japan Advertising Council was established and Yoshida was appointed director.Attended informal talks about advertising issues with then Prime Minister Ikeda in the PM’s official residence Stressed advertising’s mission in Japan’s culture and economy at the meeting of undersecretaries 1963 Died on January 27 at the age of 59.Awarded Junior Fourth Rank and the Second Class Order of the Sacred Treasury by the Japanese government TOP Yoshida Hideo Memorial Foundation4th Floor, Dentsu Ginza Building 4-17, Ginza 7-Chome, Chuo-ku, Tokyo 104-0061 Japan TEL: +81-3-3575-1384 Access Map jp en Copyright(C)2021 Yoshida Hideo Memorial Foundation. All rights reserved.