Interview with Mr. Hajime Kato, President of Esaka Advertising Co., Ltd.

Mr. Kato, could you please tell us about your career to date and your current role at Esaka Advertising Co., Ltd.?

After studying fashion design at Osaka Mode Gakuen, I transitioned into marketing and joined First Co., Ltd., where I gained experience supporting major clients such as Panasonic, Gunze Industries, and Ajinomoto. Over the years, I expanded into IT consulting, project management, and development, eventually founding Esaka Advertising in 2014. The company was established to support small businesses by providing professional promotional materials, websites, and marketing guidance.

Role at Esaka Advertising

As a one-person company, I serve as President, managing all operations and client projects.

What experiences inspired you to enter the advertising industry, and what key events shaped your path to founding Esaka Advertising?

Inspiration: Childhood aspirations to work in media and early exposure to advertising sparked my interest in the industry. Working as a planner revealed the impact of advertising on people and sales, particularly through direct media like flyers.

Key Events:

Recognizing that skilled designers over 40 struggled to find employment motivated the founding of Esaka Advertising to provide opportunities.

Observing that small businesses often lacked practical marketing knowledge highlighted the need to guide them in applying marketing strategies effectively.

Could you share the most critical challenges and unexpected client acquisition experiences in your business?

During COVID-19, I discovered a website creation project through a business matching site. The assignment involved supporting a voluntary chain of stores led by a major manufacturer. Visiting each store, I secured ten contracts despite initial challenges, laying the foundation for ongoing website management and demonstrating the impact of hands-on support.

Does Esaka Advertising have a company mantra? How do you maintain your passion for small business in daily operations, such as flyer and local website production?

Company Mantra: “Pouring wholehearted passion into our work.” Maintaining engagement ensures clients’ websites and promotions remain effective.

Small Business Passion: My motivation stems from determination to protect small businesses competing against large e-commerce platforms. Passion, coupled with strategy, ensures their survival and growth.

Why does your company focus on flyers, websites, and small business consulting, and how does this specialization affect your client work?

Esaka Advertising specializes in small businesses because I understand that as a one-person company, large corporate clients are not feasible. Small business owners value practical, focused support. This specialization allows me to study trends, deliver cutting-edge solutions, and maintain a strong, direct impact on clients’ marketing success.

Among Esaka Advertising’s services, which is your flagship offering, and why do clients support it?

The flagship service is the “Website Maintenance Service: Suite”, a monthly service priced at ¥33,000. Clients outsource almost all website management tasks, receiving monthly performance reports and improvement proposals, along with actionable in-store promotional advice. Clients value this service because it directly supports customer engagement and measurable results.

How do you balance creativity and strategic planning in your dual role as designer and planner?

Design is a personal passion, while planning is a professional responsibility. The work itself dictates when to focus on design versus planning, ensuring both creativity and strategy are applied effectively.

In light of the rapid growth of the DOOH market, how do you convey the value of traditional tools like flyers and simple websites to small business owners, and how do you maintain competitiveness?

Small businesses primarily target local customers within their immediate area. Flyers provide detailed, compact information that digital or DOOH signage cannot deliver effectively. Combining traditional media with websites, social media, and advertising allows Esaka Advertising to offer an integrated approach, maximizing visibility and engagement for small businesses.

Are there any new initiatives, campaigns, or projects that you are particularly excited about?

In 2025, we updated our catchphrase to “The way you communicate can change the future.” The goal is to help small businesses create compelling in-store experiences and reach high-value customers, emphasizing the importance of experience over pure digital presence.

Reflecting on your career, what advice would you give to young people entering advertising or those seeking to build their own creative business?

For aspiring advertisers: Focus on understanding your intentions and passion. Evaluate directives critically and ensure your work aligns with your objectives.

For creative entrepreneurs: Prioritize clear communication over aesthetics alone. Ensure your designs convey the intended message effectively, and avoid overcomplicating solutions. Great advertising creates measurable results while serving the audience’s needs.

Mr. Kato, thank you very much for sharing your valuable insights and experiences.