As advances in technology continue to upend the fields of media and communication, sei-katsu-sha are evolving in ways that have exceeded all but the most prescient forecasts. From mere recipients of information, they have transformed into bold decision-makers, determining not only what information they receive, but also when and how they consume it. Moreover, they are rapidly becoming their own source of information.
This is the sei-katsu-sha driven society that Hakuhodo forecast in 2007 when we launched Engagement Ring™,
a new model for marketing and communication.
For certain, the relationships between sei-katsu-sha and advertisers, advertisers and society and society and sei-katsu-sha have been fundamentally altered, and the challenges facing advertisers have grown far more complex.
How will advertising agencies respond? Indeed, we must do much more than simply assist advertisers with mass-media communication and general promotional activities.
Our mission must be to probe more deeply and provide higher value. The Hakuhodo group is committed to continually reinventing ourself so that we can help advertisers solve their challenges.
Amid all this change, one thing that remains unchanged at Hakuhodo is our twin philosophies of sei-katsu-sha insight and partnership with our clients. Continuing to build on these pillars, we glean ever deeper insights and understanding into sei-katsu-sha, advertisers and society as a whole—knowledge that is essential for our overarching goal of contributing to happiness in society.
