5 Minutes with… Wataru Uchida
Integrating digital innovation with traditional marketing, leveraging AI advancements, and pushing the boundaries of creativity are all in a day’s work for TBWA\Hakuhodo’s new CEO.
As a seasoned industry leader with a rich background in digital evolution, Wataru Uchida has a deep commitment to TBWA’s ‘disruption’ methodology.
Despite his transition from physical creativity, like pottery and oil painting, to participating in client meetings and brainstorming sessions, Wataru finds excitement at every stage.
Speaking to LBB, Wataru offers a glimpse into his leadership style, and shares his ambitious goals for the agency's continued growth.
LBB> As the new president and CEO of TBWA HAKUHODO, how are you feeling about taking on this leadership role at this particular moment in the agency's history?
Wataru> Taking on the role of president and CEO at this pivotal time is thrilling. Our industry demands "disruption" more than ever, and today's unpredictable environment demands adaptability and steadfastness. Our key to success lies in our talent. Our talented team sets us apart, and allows us to remain a true disruption company.
LBB> Have you always been a creative person, even as a child?
Wataru> As a child and through my teenage years, aside from swimming and tennis, I was deeply involved in creative pursuits. I joined my school’s Manga club, where I drew detective stories, and the pottery club, where I made dishes and coffee cups. I also chose to take oil painting classes. I've always enjoyed being creative in physically making and expressing things. Nowadays, while I no longer create things with my hands, I am excited to participate in client meetings and brainstorming sessions on management planning and personnel systems, which require a different type of creativity. The thrill I experience in these settings reaffirms my joy in working at TBWA HAKUHODO—it’s truly rewarding and enjoyable.
LBB> You've been with the Hakuhodo network since 1992 and at TBWA HAKUHODO since its inception. How has your journey within these organisations shaped your vision for the future of advertising?
Wataru> After joining TBWA HAKUHODO, I served as the head of planning for digital communications starting in 2009, witnessing and experiencing the evolution of advertising in Japan. This role allowed me to observe the transformation of digital evolution and consumer touchpoints in the Japanese advertising industry. My extensive background has instilled a deep understanding of how traditional media strengths can harmonise with modern marketing strategies focused on holistic brand experiences.
The future of advertising lies in our ability to respond to changes and anticipate them—and evolve from service providers to partners in co-creation. My vision involves continuing to drive this evolution, ensuring that our work meets our client's immediate needs and addresses broader societal challenges through innovative, disruptive approaches.
LBB> How do you plan to integrate digital innovation with traditional marketing strategies under your leadership to propel TBWA HAKUHODO forward?
Wataru> In Japan, digital innovation traditionally supplemented broader marketing strategies but has now moved to a more central role. At TBWA HAKUHODO, we're pushing this further by integrating digital innovations deeply within our core marketing strategies, not merely as an additional value. This shift means collaborating more closely with clients to move beyond marketing communications, co-creating products and proactive solutions. Given my deep digital expertise, my appointment as CEO is directly aligned with this direction. We aim to transform how we interact with clients, shifting from simply responding to briefs to actively co-creating solutions that address their business objectives.
LBB> The DISRUPTION methodology is central to TBWA HAKUHODO's approach. How do you plan to leverage this methodology to drive creativity and innovation within the agency?
Wataru> Our unwavering commitment to the DISRUPTION methodology sets TBWA HAKUHODO apart in driving creativity and innovation at every level. We plan to deeply embed this philosophy into our culture and daily operations, not just talk about it, but actively implement it more intensively. This involves leveraging our strongest assets and pushing beyond conventional boundaries consistently and relentlessly. It's about doing more than using disruption as a tool — making disruption a standard practice in everything we do.
LBB> What are your thoughts on the evolving role of AI in advertising, and how do you see TBWA HAKUHODO staying at the forefront of this technological advancement?
Wataru> At TBWA HAKUHODO, our vision for AI in advertising goes beyond enhancing efficiency through automation, which is common among our competitors. We leverage AI to create more impactful and disruptive brand experiences, drawing on decades of exceptional work across our network. This approach effectively addresses business needs and enables creative solutions beyond typical content generation. As we advance, we will continue to innovate by combining our unique creative capabilities with AI technology to solve complex business problems and maintain a competitive edge.
LBB> TBWA HAKUHODO has a reputation for transcending traditional advertising boundaries. What strategies do you plan to implement to push these boundaries further and drive innovation in the industry?
Wataru> At TBWA HAKUHODO, transcending traditional advertising boundaries is ingrained in our DNA. Our strategy is centred on elevating brand experiences by delivering creative solutions that resonate across various touchpoints in the modern customer journey. To achieve this, we prioritise fostering cross-disciplinary teams that blend creativity with trend and marketing expertise, ensuring our solutions are innovative and precisely aligned with each client's unique business objectives.
LBB> As you enter this new role, what are your top priorities and goals for TBWA HAKUHODO in the coming years?
Wataru> As I step into this new role, my top priorities for TBWA HAKUHODO centre around our most valuable asset: our people. Emphasising talent-centric management, I aim to boost the capabilities and connectivity of our entire team, enhancing our collaborative spirit. A key goal is to drive creative excellence by fostering an environment that demands creativity. This will involve constructing organisational structures and systems that allow everyone to engage in exciting, creatively focused work. Additionally, I plan to empower department heads to significantly uplift our company’s value through effective team building and cross-functional collaboration. This strategic approach ensures our agency excels in delivering innovative solutions and becomes a hub where creativity flourishes.
LBB> What are the trends in your region you expect to see take-off next year?
Wataru> In Japan, while we align with many global trends, our economic environment presents unique challenges, including fluctuating interest rates and currency exchange issues, which contribute to financial instability. Despite these challenges, we are catching up with global movements in ESG (Environmental, Social, and Governance) and DEI (Diversity, Equity, and Inclusion), rapidly gaining traction here. Additionally, the need for digital transformation and AI is accelerating. As a company committed to disruption, we believe it is crucial to keep pace and move ahead of these trends. At TBWA HAKUHODO, we strive to stay ahead of the cultural curve, not just with it or behind it.
