"2025 Creator of the Year Award" Ceremony

The Japan Advertising Agency Association (JAAA) held its annual general meeting in Tokyo on May 29, during which the awards ceremony for the "2025 Creator of the Year Award," organized by the association, took place.The Creator of the Year Award is presented by the JAAA to individual creators who, over the course of a year, have produced multiple creative works that demonstrate creativity, lead the implementation of initiatives to solve client and societal challenges, and contribute to enhancing the value and expanding the capabilities of advertising agencies. This marks the 37th year of the award.

Judging was based on the criteria of “excellence in three areas that contribute to enhancing the value of advertising agencies: ‘ideas for solving challenges,’ ‘quality that raises the bar for creativity,’ and ‘the expandability of the creative domain.’” As a result, one Creator of the Year and nine medalists were selected.

Naoki Tanaka of Dentsu Inc., who received the Creator of the Year Award, was honored for the first time. From the Dentsu Group, Yoshihiro Yagi and Terunami Hasegawa were selected as medalists.

Mr. Tanaka was recognized for “harnessing creativity in every possible way to raise the bar for creative work,” “using technology as a tool to elevate creative output beyond advertising,” and “making an impact on the world with an overwhelming sense of scale.”

Upon receiving the award, Tanaka commented, “Creativity is not something one can achieve alone; it is built together with colleagues. I feel that the power to move people’s hearts and encourage them to take action is more important than ever in today’s world. Drawing strength from this award, which affirms who I am—including the struggles I’ve faced—I hope to lead by example for the next generation.”

〈Dentsu Inc. Award Winners〉
2025 Creator of the Year Award
Naoki Tanaka
Dentsu Inc. / Dentsu Lab Tokyo, Executive Creative Director

[Major Creative Work]
■ Osaka-Kansai Expo: Declaration Advertisement
■ Osaka-Kansai Expo: Water Show “Aoi and the Night Rainbow Parade”
Sponsored by: Suntory Holdings Limited, Daikin Industries, Ltd.
■ NTT “Project Humanity / Waves of Will” and others

Medalist
Yoshihiro Yagi
dentsu Japan / DENTSU CORPORATE ONE INC.: Growth Officer / Executive Creative Director
[Major Creative Work]
■Nikka Whisky “Master Brand Campaign”
■ JR Group “MY JAPAN RAILWAY” and others

Teruha Hasegawa
Dentsu Inc. / Creative Director
【Major Creative Work】
■Heralbony Corporate Partnership
■Lions Mansion Rebranding and others