Awards and Events in association withCreative Circle

Hakuhodo Presents At Adfest 2012

How do People Experts go beyond people’s expectations?


“How do People Experts go beyond people’s expectations?” asks Kentaro Kimura, Executive Creative Director at Hakuhodo Kettle in Tokyo.
To answer the question, Kimura is travelling to ADFEST 2012 to present a Speaker Session titled ‘Hakuhodo Inc. Presents People Experts’, which takes place on Sunday 18th March at 2:30pm.
According to Kimura, ‘people experts’ must delve deep into the consumer psyche in order to understand what people truly desire. 
“In an age when sei-katsu-sha (consumers) are exposed to masses of information and are at liberty to pick and choose what they want, it is not enough to simply meet their expectations when we are solving corporate and community communication challenges. We need to create surprises that go beyond their expectations,” says Kimura.
At ADFEST 2012, Kimura will showcase a series of case studies that introduce breakthrough ‘People Expert’ techniques.
Joining Hakuhodo in 1992, Kimura has established a unique planning and creative style that eliminates the boundaries of strategic, creative, digital, PR and media development.
In 2006, he established Hakuhodo Kettle, a creative agency that plans and implements innovative new campaigns that often bypass traditional advertising methods. 
Kimura’s list of recognitions includes winning Gold at ADFEST, Gold at CLIO, Yellow Pencil at D&AD, Grand Prix at the New York Advertising Marketing Effectiveness Awards, Gold at London International, and more.
For more information about ADFEST 2012’s three-day program, which is jam-packed with Speaker Sessions, Workshops, networking events, award ceremonies and parties, please visit
ADFEST 2012 takes place on 18th – 20th March, 2012 at PEACH, Royal Cliff Hotels Group, Pattaya, Thailand.