Women to Watch 2025: Kyoko Yonezawa, TBWA Hakuhodo

Kyoko Yonezawa

Head of Innovation
TBWA Hakuhodo
Japan

Kyoko Yonezawa has never fit neatly into a single box. With a background in astronautics, computer science, and award-winning creative direction, she has built a career on dismantling the walls between disciplines to prove that innovation works best when it lives at the intersection of technology, culture, and human need. 

Her career kicked off in some of the world’s most forward-thinking places: labs like MIT Media Lab and the University of Tokyo. Then, she jumped to the creative side, turning complex tech ideas into campaigns that speak to people’s hearts, whether that meant reviving motorsport culture or imagining Japan’s future in space exploration. 

In 2023, she brought a fresh energy to the Hakuhodo team. Her flagship campaign, ‘Fandom Feast: McDonald’s Live Party,’ brought together fans with their favourite artists in real time—both virtually and in person—to create a memorable experience. Within 24 hours of its launch, the work delivered a staggering 53% surge in sales to set a new scale for digital engagement. Designed to amplify McDonald’s Japan’s Mobile Order & Pay platform, already one of the most adopted globally at 20% of transactions—the campaign is a masterclass in blending cultural relevance with business impact. The second live broadcast saw the highest-ever redemption rate for a McFry coupon cementing a win for marketing and a deepened brand loyalty among the young consumers. 

What sets Kyoko apart? Her leadership. In an industry and country known for rigid hierarchies, she’s flipped the script. Instead of top-down mandates, Yonezawa’s approach is all about lifting people up, matching projects with what her team actually wants to do. It’s a move that’s as smart as it is rare, especially in Japan. 

Her passion for diversity and inclusion is no afterthought; it’s personal. Being one of the few women in aerospace engineering and computer science herself, she’s made it her mission to create a workplace where everyone feels supported and seen. That means seven inclusive initiatives under her belt—from reproductive health benefits to flexible leave—that don’t just check boxes but make a real difference.

She co-wrote the ACC Awards’ first Jury Diversity Policy in Japan, helped shape global juries at Cannes Lions and D&AD, and shares her insights as an instructor and curator on top industry platforms.

As Fusako Znaiden, McDonald’s Japan’s senior VP and CMO, puts it: “Kyoko created a new kind of cultural event, one that connected the brand with people in a way that actually moved the needle. She’s always thinking about ‘what’s next’ after the big win.”

Simply put, Kyoko Yonezawa isn’t just leading innovation—she’s rewriting the playbook for what it means to be a creative leader in Japan today.