The 61st Hideo Yoshida Memorial Award: The “OOH New Common Metrics Development Project” Receives the Group Award

On Tuesday, March 24, the Japan Advertising Agency Association (JAAA) announced the winners of the 61st Hideo Yoshida Memorial Award, with the "OOH New Common Metrics Development Project" receiving the Group Award.

This project is a collaborative effort involving 16 companies, including advertising agencies, media companies, and research firms, aimed at establishing new common metrics for OOH (out-of-home advertising), with Dentsu Inc. among the participating companies. The Individual Award was presented to Kikuro Tani (Chairman and CEO of Shinto Tsushin).

The award ceremony is scheduled to take place during a commemorative ceremony following the 2026 Annual General Meeting on Friday, May 29.

[61st Hideo Yoshida Memorial Award – Individual Award]
Kikuro Tani (Chairman and Representative Director, Shinto Tsushin)

[61st Hideo Yoshida Memorial Award – Group Award]
Companies involved in the “OOH New Common Metrics Development Project”
〈16 Participating Companies: Listed in Japanese Alphabetical Order〉
ADK Marketing Solutions / NKB / M-C-D / Osaka Metro Adera / Oricom / Kyoritsu Advertising / JR East Planning / Dentsu Inc. / Tokyu Agency / Hakuhodo / Hakuhodo DY Holdings / Pass Communications / Video Research Ltd. / Metro Ad Agency / LIVE BOARD

■About the Hideo Yoshida Memorial Award
Established in 1964 (Showa 39) to honor the great achievements and contributions of Hideo Yoshida (former President of Dentsu Inc.), who, as Secretary-General of the Japan Newspaper and Broadcasting Advertising Association—the predecessor of the Japan Advertising Agents Association (JAAA)—worked to modernize the organization of Japan’s advertising industry and built the foundation of today’s advertising industry through qualitative improvements, and to commemorate his legacy for generations to come.