The Sources of Our Competitiveness

The sources of the Hakuhodo DY Group’s competitiveness are our foundation for leveraging sei-katsu-sha data and technologies, our creativity that gives shape to the future, and our integrative capabilities that bring together a diverse range of personalities and functions. Another sour ce is our ability t o c ollaborate with all kinds of stakeholders such as sei-katsu-sha, companies, and media outlets and to work together with these partners as a team. All of these sources also represent strengths that can truly be leveraged in a digitalized society.
These strengths are realized through our creative human resources, which represent the Group’s most important asset. The growth of our human resources is directly connected to the growth of the Group itself. Our human resources leverage their creativity in a variety of settings, from building marketing strategies to spurring innovation, working to design the future and leave an impact on society. In these ways, our human resources help us contribute to the creation of a sei-katsu-sha-oriented society in which sei-katsu-sha can flourish and live active lifestyles of their choosing.

• Further Evolution of sei-katsu-sha Data-Driven Marketing Response Capabilities

  By fully leveraging our integrated data foundation based on one of the largest volumes of sei-katsu-sha data in Japan, we implement and manage marketing strategies and media initiatives in a highly organic manner. We also provide highquality marketing support and resolve the issues facing our clients while taking on the challenge of securing new clients. These efforts center on our integrated marketing solutions package, which guarantees results through a full-funnel approach, and helps us acquire clients.

• sei-katsu-sha Insight

  The Hakuhodo Institute of Life and Living (HILL) was established in 1981 with the aim of realizing sei-katsu-sha insight. HILL is a research institute that studies people in their entirety in order to implement and advance sei-katsu-sha insight, which considers future lifestyles. Since then, we have launched numerous think tanks, specialist organizations, and projects within the Group. Through their various research and development (R&D) activities, we continue to provide deep insight into the ever-diversifying sei-katsu-sha by promptly understanding signs of change in them.

• Creativity That Gives Shape to the Future

  Creativity born from thorough sei-katsu-sha insight moves the hearts of sei-katsu-sha. It also represents the key to providing experience-based value to sei-katsu-sha and encouraging their purchasing behavior. We are a corporate group with creativity, and that is precisely why we believe we can create new stories and design innovative businesses in a digitalized era. By constantly updating our creativity and harnessing it as a strength for our team, we inspire and realize new lifestyles and social landscapes.

• Integrative Capabilities That Bring Together and Move Varied Personalities and Functions

  Our employees take the initiative to create large teams that comprise members from both inside and outside the Company to promote creative thinking. By doing so, we create and realize new ideas and concepts. To create markets with value that lead to the happiness of sei-katsu-sha and society, we leverage creativity to address various social themes, forming connections between a broad range of stakeholders, including sei-katsu-sha, companies, and media outlets, as we work to develop new lifestyles, businesses, and services.