[3][4] Their growth over the next few decades came from:[3] In 1996, Hakuhodo cofounded the DAC Consortium, a consolidated group of Japanese global media players investing in digital innovation.

[6] In December 2002, Hakuhodo launched the first advertising campaign where the Beckhams appeared together (displayed on billboard screens in Tokyo).

[9] Hakuhodo acquired the US-based companies SYPartners LLC and Red Peak Group LLC in May 2014,[10] the US-based marketing company Digital Kitchen in June 2015,[11] the Montreal-based creative agency Sid Lee in July 2015,[12] and the Singapore-based agency Integrated Communications Group (ICG) in February 2017.

[14] On 28 February 2023 prosecutors formally indicted Hakuhodo, rival ad agency Dentsu, and four other companies on suspicion of bid rigging of contracts worth approximately ¥43.7 billion for the 2020 Summer Olympics.

The companies allegedly colluded with Yasuo Mori, a former senior Olympic official, who was arrested along with other suspects.