HAKUHODO F1RST announces 20 years of success in creating the desired behaviors with the right audiences to achieve the most effective results for customers and brands through community action leadership.
Chutima Viriyamahakul, CEO of HAKUHODO F1RST Co., Ltd, reveals the secrets of success and articulates the vision of how to become "the best creative agency" and "an organization that makes a difference".
HAKUHODO F1RST is under the umbrella of Japan's oldest advertising agency, HAKUHODO, which has been in existence for over 127 years since 1895. Over the years, this advertising agency has become the world's leading advertising agency and has won the trust of many global brand leaders. Currently, the company operates in 20 countries and has 150 offices worldwide.
HAKUHODO F1RST divides the story into two parts. The first part takes place from 2003 to 2021 under the name Delphys Hakuhodo. The second part begins with a name change to HAKUHODO F1RST to meet the challenges of the new era telecommunications industry and economy.
The word "first" has many meanings and embodies HAKUHODO F1RST's business philosophy. Whenever the company decides to do something new, the team approaches it with unwavering enthusiasm, like the first steps or the first experience of love. "First time" or "first experience" are strong words that indicate the beginning of something new. With the goal of becoming future leaders, HAKUHODO F1RST strives to meet challenges and seize unlimited opportunities.
For more than two decades, HAKUHODO F1RST has focused on the concept of "Civic Action Leadership" to create the desired behavior among the right audience to achieve the most effective results for customers and brands. By combining creativity, digital technology and innovation, we have managed to build a strong relationship of trust with our clients by offering four types of service integration viz.
- Heart partner. The appeal of the Japanese service mindset is an approach that understands problems through feeling and fosters a passion for collaborative problem solving and precise results.
- Unlimited creative solutions. As part of the HAKUHODO Group, which has a wide range of marketing and communication technologies, the company offers the opportunity to collaborate with other group members to develop innovative solutions and turn ideas into reality. Sometimes clients and brands need advanced communication technology or new tools. Dealing with our companies under one roof can help meet the needs of customers and brands at the same time.
- Create a refreshing experience. Marketing campaign planning for a client is created by a team of "on-site" and "online" professionals who connect a seamless brand experience and help clients and brands take the right action for the right audience.
- Maximum multimedia efficiency. Digital media and artificial intelligence technology have become important tools for clients who want to increase the effectiveness of their media and reach their target audience faster. These tools help connect potential customers to products and services, facilitate purchases, and maintain customer brand loyalty. This allows clients to build strong customer relationships and grow their brands.
By 2024, HAKUHODO F1RST will align its operations with complex market trends analyzed in five dimensions.
Trend 1: The pandemic and inflation have changed habits forever. Consumer spending declined in some areas, while other areas saw significant growth. By focusing on identifying their core customer base and understanding where their audience's behavior comes from, brands can build strong, lasting relationships with the right people.
TREND 2: MARTECH ENHANCEMENT Rapid access to AI technology can help brands effectively reach their target audiences, save time and budget, and achieve faster results. The company's marketing tools are open source and will quickly adapt any technology to achieve significant marketing results, even if the technology is new to the industry.
Trend 3: From Privacy to Freedom As people become increasingly concerned about the security of their personal information, they are increasingly reluctant to share it. However, this can be an opportunity for brands to focus on building strong relationships with their potential audiences. By gathering insights from direct experiences, brands can use this data to communicate more effectively and improve their overall brand image.
Trend Four: Branding The purpose of brand marketing communication is not limited to increasing sales or responding to short-term marketing campaigns. It is equally important to convey the meaning of the brand in a way that reflects its meaning and creates a long-term impact on the target audience by embedding the meaning of the brand in their lives.
Trend 5: Climate protection Sustainability communication plays an important role in purchasing decisions for consumer goods and services. This is one of the core values ​​of HAKUHODO F1RST, an agency that is passionate about sustainable development among clients and within the organization. The company's efforts are focused on gender equality, reducing energy consumption, protecting the environment and other issues in line with the UN's Sustainable Development Goals (SDGs).
Chutima Viriyamahakul, CEO of HAKUHODO F1RST, said the company will focus on "community action management" to respond to changing market trends, with a focus on achieving the most effective results for clients' brands. To achieve success, it is important to create the desired behavior in the right target group. Such behavior must be consistent with the needs of business and sustainable development. In this way, the client's brand and its target audience can focus together on effective and desirable results. In addition, this approach will strengthen long-term relationships between agencies and clients.
