Yoshitaka Kitagawa’s entry into Hakuhodo’s creative department is unconventional. He joined the agency in 2002 in the finance department, managing global investment and financing operations and fund management. He specialises in creative solutions to social issues through industry-government-academia collaboration projects, such as the revitalisation of traditional crafts in Kyoto. For the last two-and-a-half years, he has also been in charge of new business, launched and operating a SaaS business for public relations. By promoting the creation of a platform that matches journalists with corporate PR, the project aims to provide a wide range of media relations opportunities not only to large corporations, but also to small companies and startups with insufficient PR systems.
If there was a MAD STARS All Time Greatest, what five campaigns would be on your list and why?
Yoshitaka Kitagawa:
The Unusual Football Field Project for AP (THAILAND) – CJ Worx, 2017
This idea is no longer a short‑term campaign. It has become part of society’s infrastructure.
What The Fast! for Ayudhya Capital Services Co., Ltd. – Leo Burnett Thailand, 2024
The creative speed is also fast. It is impossible for me to make it for my client.
The AI President for ANNAHAR NEWSPAPER – Impact BBDO 2024
This is the appropriate way to use AI for society. It is not about improving efficiency or creating new concepts, but about raising important issues.
Dumb Ways to Die for Metro Trains – McCann Australia 2013
The balance between seriousness and cuteness is superb.
Reduce Speed Dial for Volkswagen – Colenso BBDO 2015
We can keep using this idea forever.
You have an interesting dual role at Hakuhodo. How did that come about? How do the two roles work together?
Yoshitaka Kitagawa: The PR field involves a lot of labor-intensive work, and we felt that our group needed a DX solution for PR. I usually use my PR expertise in my work as a creative director, but I have also been given an additional mission from the company to commercialise that expertise. I believe that creating solutions that allow everyone to use their PR expertise will expand the business possibilities of Hakuhodo Group employees and clients.
Hakuhodo has a strong reputation for creativity. How does the agency 1.) view and 2.) foster/support creativity?
Yoshitaka Kitagawa: This is my personal opinion and not the company’s. With the advent of AI, the value of human creators is being questioned. One essential skill is cultivating the ability to sense “good discomfort.” To develop this, I believe it is important to have many experiences that evoke such feelings, rather than only consuming AI‑recommended content.
Advertising has changed dramatically in a decade. What are the new factors that shape the thinking behind the work you produce?
Yoshitaka Kitagawa: Sincerity.
