International Women’s Day may have passed, but one day is hardly enough to honor the countless contributions women make in our lives. That’s why we’re continuing our series, spotlighting industry leaders who have shaped the landscape through their experiences, insights, and drive.
Next, we talk with Yuriko Chikuyama, Creative Director at VML & Ogilvy Japan.
When asked what attracted her to the industry Yuriko told us, “I believe ideas have the power to move people’s hearts and change the world for the better, even in small ways. That’s what drew me to this industry.”
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
Professionally: Japan ranks 118th out of 146 countries in the 2024 Global Gender Gap Index, indicating a significant lag in DEI (Diversity, Equity, and Inclusion). The advertising industry is no exception. While it may appear creative and free on the surface, the decision-making layers are predominantly occupied by men. Systemic barriers continue to hinder women’s advancement to leadership positions, leading many to hold back and refrain from voicing their perspectives.
My mission is to create an environment where it is natural for women to stand up, freely express their opinions, and become leaders.
My mission is to create an environment where it is natural for women to stand up, freely express their opinions, and become leaders. I aim to provide a space where they can confidently demonstrate their abilities and serve as role models for junior members.
Personally: Looking back, I realize I was likely experiencing imposter syndrome. I used to think, “I don’t want to stand out or be in the spotlight,” but I’ve changed my perspective. I’ve decided that “if there’s something that needs to be done, I will act without fear.”
My role is to support the women around me so they can believe in themselves and seize opportunities. I believe that even small actions, when accumulated, can contribute to the happiness of those around us and ultimately lead to the realization of “Rights. Equality. Empowerment.” for society as a whole.
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
I believe ideas have the power to move people’s hearts and change the world for the better, even in small ways. That’s what drew me to this industry.
Currently, I’m involved in the creative work for children’s brands, feminine care brands, and pet brands. Through our ideas, we can provide exciting experiences for children, help women live authentically, and enable pets to live healthy lives. I’ve also witnessed shelter dogs and cats finding their forever homes. I’ve seen firsthand, time and again, how our ideas are not just words or visuals, but moments that create positive change.
That’s why I want to continue creating meaningful ideas, not just eye-catching expressions. That desire is what drives me today. I’m proud that the ideas we come up with can bring happiness to someone’s life and have a positive impact.
Is there a person or persons who inspired you professionally on your career journey?
My career has been shaped not by any one individual, but by everyone I’ve had the opportunity to work with. As a Creative Director/Leader, I lead a team, but I’m constantly inspired by their ideas, unique perspectives, and dedication.
From the fresh ideas of young creatives to the sharp strategic insights of planners, the realistic market sense and client-focused feedback from account managers… and beyond, the voices and reactions of clients and the people reached by our campaigns broaden my thinking and lead to new discoveries.
I believe in the power of ideas to move the world, but those ideas are born from the accumulation of inspiration given to me by everyone I work with.
Collaboration allows me to see beyond my own limitations, and these shared dialogues consistently spark new ideas and unlock creative potential I wouldn’t have discovered alone.
I believe in the power of ideas to move the world, but those ideas are born from the accumulation of inspiration given to me by everyone I work with.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
“Staying curious is the greatest asset, and when an idea moves you, don’t hesitate to challenge yourself.”
Curiosity isn’t just interest; it’s a spirit of inquiry. It’s about constantly asking questions, keeping your antennae up, and acting the moment your intuition sparks. That, I believe, is the essence of creativity.
I value trying things out and enjoying the process of trial and error more than seeking success or perfection. Because both success and failure become hints for the next idea, leading to unique and unparalleled creativity.
If you can think, “It’s okay to fail, but I still want to try it!” then that idea is strong and genuinely enjoyable. My personal philosophy is that I believe in diving in without hesitation when curiosity strikes.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
For me, mentorship is a process of mutual growth and a form of collaboration. I often learn a great deal from my mentees, and their fresh perspectives and ideas stimulate my own growth.
I want my mentees to believe in their potential and have the courage and confidence to challenge themselves. When they overcome challenges and achieve success, that will be the most meaningful outcome for me.
My mentors not only provided me with technical skills and knowledge but also broadened my thinking and gave me the confidence to express it. Now, as a mentor myself, I deeply feel the significance of supporting junior colleagues and nurturing the next generation. My role is to create an environment where they can be confident and freely demonstrate their abilities.
What I find most important through mentorship is giving each other the “power to believe.” I want my mentees to believe in their potential and have the courage and confidence to challenge themselves. When they overcome challenges and achieve success, that will be the most meaningful outcome for me.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
Advertising is not merely a promotional tool for products; it’s a cultural force that significantly impacts society. It has the power to shape people’s values and awareness, and to influence their behavior. Therefore, it carries an educational role and an ethical responsibility towards society.
What I find most important through mentorship is giving each other the “power to believe.”
In particular, advertising that incorporates a DEI (Diversity, Equity, and Inclusion) perspective breaks down fixed notions of “how things should be” and contributes to the realization of new values and a more liberated society. That’s why creative agencies need to move beyond superficial approaches like simply “incorporating diversity” or “avoiding stereotypes.” They must deeply understand and practice an authentic DEI perspective.
Furthermore, promoting DEI is not just a part of CSR (Corporate Social Responsibility); it’s a strategy directly linked to business growth. It’s an essential element for enhancing brand value and gaining greater resonance with audiences. Falling behind on DEI leads to outdated thinking, loss of empathy and influence, and ultimately weakens business performance.
The role we, as creative agencies, must play is not simply to chase trends but to lead social change. We must demonstrate DEI through action, not just slogans, and create positive change in society through our practices.
We must demonstrate DEI through action, not just slogans, and create positive change in society through our practices.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
The work I’m most proud of hasn’t won any Cannes Lions or famous advertising awards, but it’s more meaningful and fulfilling than any of those. It’s a project that helped shelter dogs and cats find their forever homes, fundamentally changing their lives.
Because I love animals, I pitched the idea to a pet food brand as a completely unsolicited presentation, even though there was zero budget. With no budget from the brand, I was driven solely by the strong desire to celebrate and bring happiness to these pets. I proposed a unique and compelling idea and action plan that would deepen the bond between pets and their owners and enhance the brand’s value, and I succeeded in securing a budget.
Furthermore, I found partners to collaborate with, expanding the project into a socially meaningful initiative that supported shelter animals and incorporated charitable activities to help them find new families.
Starting from a situation where everyone thought it was “impossible,” we ultimately achieved the highest user participation in the brand’s history and unprecedented engagement. And through this project, we succeeded in helping shelter dogs and cats meet their new families, making a significant difference in their futures. More than any award, this success is the most valuable achievement for me.
Quick Hits:
A trend you are excited about: “No No Girls,” an audition content series. Age and appearance are irrelevant; the only criteria are “voice” and “life story.” These are girls who have been told “No” due to lookism and prejudice, girls who have continued to say “No” to themselves.
They are affirming themselves, overturning stereotypes, breaking out of their shells, and blossoming their talents. This is a movement that symbolizes the current era, and its powerful message – “No one is a No; every individuality is a Yes” – is resonating deeply, especially with Japan’s Gen Z.
Favorite creative campaign that has most inspired you: Dove, Real Beauty Sketches.
Dove’s ‘Real Beauty Sketches’ is a fairly old and well-known campaign, but it still remains very impactful. A young female intern who joined us last year cited it as her favorite campaign that had influenced her. It has a strong message that hasn’t changed over the years. At the same time, it also highlights the fact that women’s insecurities about lookism still persist.
A quote that guides you: “Imagination is the future, and compassion towards others.” — Doraemon.