- Conducts the First ASEAN Fixed Point Survey Asking 900 Subjects in Each of 6 ASEAN Cities 1,000 Questions -

Hakuhodo Inc. (President and CEO: Hirokazu Toda), Japan's 2nd largest advertising company, has announced that Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), which was established in Bangkok, Thailand, in March 2014, has now commenced full operations.

The Hakuhodo Group is strengthening its business network in emerging markets, particularly in Asia, in its quest to become a world-leading marketing company that boosts clients' business value through the power of integrated marketing management - the goal set in its Medium-Term Business Plan for FY 2014-2018.

As a concrete step in that direction, Hakuhodo has set up HILL ASEAN and started conducting research on the ASEAN region's sei-katsu-sha - our term for the holistic person. The new institute embodies the Hakuhodo philosophy of sei-katsu-sha insight, which treats people not just as consumers but as fully rounded individuals with their own lifestyles, aspirations, and dreams. This move, designed to carve out a position for the Hakuhodo Group as the sei-katsu-sha insight experts in the ASEAN market and hone its competitive edge, will enable us to accelerate development of the ASEAN market.

One specific research project being undertaken is a fixed-point survey, named the ASEAN Fixed Point Survey, in six ASEAN cities (Bangkok, Jakarta, Singapore, Ho Chi Minh City, Kuala Lumpur, and Manila) that is a localized version of the Seikatsu Teiten Survey conducted by the Hakuhodo Institute of Life and Living in Japan. This survey will monitor changing attitudes and values among the ASEAN region's sei-katsu-sha. Hakuhodo Group personnel based in all six ASEAN countries have also been enlisted to visit sei-katsu-sha to ask them questions in the comfort of their homes.

Some preliminary findings on our research are available at http://www.hakuhodo.jp/pdf/2014/20140702.pdf

Detailed survey results will be unveiled at the Hakuhodo Institute of Life and Living ASEAN Open Forum to take place in Bangkok, Thailand, in October, 2014.

About Hakuhodo Institute of Life and Living ASEAN

Abbreviated name: HILL ASEAN

Institute Director: Goro Hokari (Hakuhodo Asia Pacific Co., Ltd.)

Location: Bangkok, Thailand (within Hakuhodo Asia Pacific)

          15th Fl., Tonson Tower, 900 Ploenchit Rd., Lumpini, Pathumwan,

          Bangkok 10330, Thailand

Research & other activities

  - ASEAN Fixed Point Survey (Seikatsu Teiten for ASEAN sei-katsu-sha)

    (once every two years)  

      -- Cities surveyed: Singapore, Kuala Lumpur, Bangkok, Jakarta, Manila,

         Ho Chi Minh City

      -- Sample size: 900 samples from persons aged 15-59 per city

         (total of 5,400 samples for the 6 cities)

  - Research and analysis from local perspectives in ASEAN countries

  - Forums in ASEAN countries

  - Visioning of ASEAN sei-katsu-sha futures based on the ASEAN Fixed Point

    Survey data

URL: http://www.hakuhodo.co.jp/asean/

About Hakuhodo

Founded in 1895, Hakuhodo Inc. is an integrated advertising and communication agency headquartered in Japan. It is the core agency of Hakuhodo DY Group, the world's seventh largest agency company according to Advertising Age's "Agency Report 2014." Hakuhodo has offices in 17 countries and regions, and over 3,000 employees working in Japan and over 2,500 overseas. Hakuhodo is strengthening its structure in emerging countries, particularly those in Asia, as it prepares to further expand its business across the region.

Sei-katsu-sha insight is the foundation for Hakuhodo's thinking, planning, and brand building. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers' lives.

Renowned for its creativity, Hakuhodo is the agency  to have twice won the Grand Prix at Cannes Lions International Festival of Creativity.

To learn more, visit: http://www.hakuhodo.jp/