The Yoshida Hideo Memorial Foundation, founded by Dentsu in 1965, is a nonprofit organization, authorized by the Education Ministry of Japan (today's Ministry of Education, Culture, Sports, Science and Technology). Its mission is to fulfill the vision of Yoshida Hideo, fourth president of the company, who passed away in 1963. Hideo made tremendous contributions to the modernization of Japan’s advertising industry and helped to elevate the level of advertising professionals.
The Foundation states its purpose as “promoting marketing, especially advertising, encouraging related studies and research, and advancing theoretical and technical aspects of marketing, thereby making a contribution to the Japan’s economical, industrial and cultural advancement.”
In order to realize its goals, the Foundation's activities include establishing grants for researchers in marketing and advertising fields, commissioning research by outside academic groups, publishing AD STUDIES (a quarterly bulletin), and managing Advertising Museum Tokyo.