Kyoko Yonezawa Joins TBWA\Hakuhodo as Head of Innovation

Yonezawa joins the agency from Wieden+Kennedy Tokyo where she was Creative Tech Director.

TBWA\Hakuhodo has announced the joining of Kyoko Yonezawa to the agency as head of innovation, a newly-created role designed to deepen the innovative brand experience offering across the agency. She will be tasked with building on the agency’s existing foundation, fast-tracking and scaling current capabilities while developing and executing the agency’s plans to build new offerings with the objective of driving growth for both agency and clients. Yonezawa joins from Wieden+Kennedy Tokyo where she was Creative Tech Director.

“Technology has become our world. We work, live and play in an era where we’re constantly connected to our devices, elevating the possibilities for brands to create and engage on a deeper personal level with their audiences,” said Takahiro Hosoda, chief creative officer, TBWA\Hakuhodo.

“While these devices, such as our smartphones and smartwatches, and the increasingly prevalent smart infrastructure of cars, homes, and cities, challenge us as creatives to push into new spaces, they also allow us to create a more engaging, dynamic and purposeful experience for customers. We’re thrilled Kyoko is joining us on this journey to continue creating ongoing value for our clients.”


As an agency, TBWA\Hakuhodo has a history of innovative, purposeful campaigns through creative versatility, storytelling, and innovative design including the recent partnership with Koushi Chemical Industries to develop the Shellmet, and AIG’s Pride Jersey are just two examples of disrupting the category conventions through innovative brand solutions.

After graduating from the University of Tokyo with a B.S. in Aerospace Engineering and an M.S. in Computer Science, Yonezawa joined Dentsu, later joining space startup ispace as a secondee from Dentsu. In 2020, she joined Wieden+Kennedy Tokyo as a Creative Tech Director.

Sje has been awarded at Cannes Lions Grand Prix, D&AD Black Pencil, and other prestigious awards, and has served as a judge for Japan and international advertising awards, attracting attention as an innovation leader in the advertising industry in Japan.

“In this age of unpredictable events, innovative solutions that are loved by people, add value, and take root in society are the keys to creating a bond between brands and the audience. In this exciting time, I am thrilled to create new value that the world has never seen together with the team at TBWA\Hakuhodo based on the method of Disruption,” said Yonezawa.


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