There was a shift from communication which increases recognition of the company name and business developments to communication which conveys “business + the way of thinking behind it”.

To time perfectly with the declaration of their business stance, a country-wide declaration as a newspaper advertisement was implemented on New Year’s Day.

By creating a campaign with a “newspaper advertisement” at the optimum timing of New Year’s Day to match the declaration of their business stance, the “corporate message” and the way of thinking was clearly conveyed successfully.

This greatly contributed to the sharing of forward vectors for the group internally and foster a sense of expectation in Daiwa House externally.