[Participants Wanted] Do! Solutions Webinar "Practically Designing 'Purpose' – A 90-Minute Intensive Course from Formulation to Measurement" – March 24

Dentsu Inc.'s problem-solving marketing information site, Do! Solutions, is recruiting participants for its webinar "Practically Designing 'Purpose': A 90-Minute Intensive Course from Formulation to Measurement," to be held on March 24.

Interest in "purpose" is rapidly increasing within companies and society. This stems from the growing demand not only for business growth but also for solving social issues, and the increasing importance of non-financial value in enhancing corporate value from a medium- to long-term perspective, beyond short-term profit improvement. In this context, effective internal communication to embed the defined purpose among employees and translating it into experience design to be chosen by stakeholders as a "company/brand they want to see continue" are essential.

In this webinar, experienced consultants and planners from Dentsu Inc. will introduce the essence of four key areas of high corporate interest within the purpose domain: purpose formulation, internal dissemination, creation of new customer experiences (CX), and effectiveness measurement.

Do! Solutions Webinar ~March 2022~
For Everyone Struggling with Purpose
Practically Designing "Purpose"
~ A 90-Minute Intensive Course: From Formulation to Measurement ~

【Overview】
Date & Time: Thursday, March 24, 14:00–15:30
Cost: Free
Format: Zoom Webinar
Registration Deadline: March 18 (Fri) 17:30
Capacity: First 500 registrants
*If capacity is exceeded, we will provide access to a recorded archive.

■Click here for registration and seminar details

【Program】

Chapter 1:


Introduce several concrete methods for setting purpose while explaining four key points to emphasize when examining and formulating purpose content.

Chapter 2:
Activating Your Purpose
Three Key Points for Overcoming the "Purpose Gap"
Explains the causes of the "purpose gap" where the established purpose fails to permeate internally (among frontline employees) as intended, and provides solutions.

Chapter 3:
Making Purpose "Function"
Brand Purpose and CX (Customer Experience) Marketing
How can you leverage your defined purpose to deliver authentic, brand-aligned customer experience (CX)-driven marketing and build customer engagement? This chapter introduces a purpose marketing framework through real-world examples.

Chapter 4:
Measuring and Improving Purpose
Purpose Implementation PDCA Program: Corporate Growth Management
How to measure the "effectiveness" of purpose implementation and purpose permeation activities? Introducing a PDCA program that promotes appropriate management of corporate activities based on "empathy" and "reputation."

【Speaker Profile】

Dentsu Inc. Senior Solution Director
Yuuhei Tooma
Since joining the company, he has consistently worked in the marketing/strategic planning domain. He has extensive experience in strategic planning work encompassing business and branding, beyond mere communication, across diverse client sectors including automotive, food, beverages, toiletries, cosmetics, home appliances, pharmaceuticals, distribution, and games/content.
From 2013, he was stationed in Beijing, China for three years. After managing the marketing department and implementing strategic planning at the overseas office, he returned to Japan in 2016. He currently works on various projects as a Solution Director.
In recent years, he has led numerous corporate and brand purpose development initiatives.

Dentsu Inc. Senior Consulting Director
Naota Nakamachi
Specializes in corporate brand consulting and public relations consulting within the PR Solutions Division. In corporate brand consulting, he has broadly supported large enterprises with tens of thousands of employees and startups across various industries. His particular expertise lies in supporting corporate culture transformation through internal communication.
In the PR domain, he has experience producing television programs as a director at a broadcasting station and establishing PR systems during the founding of group companies. His client work includes extensive experience on large-scale projects, such as supporting the enactment of new ordinances for local governments and developing PR strategies for major international events.
・Paper: " A Framework for Corporate Branding Practice " (Public Relations Society of Japan)
・Book: " Innovating 'Livelihood': Creating Management Banners Through Business × Organizational Culture Transformation " (Sendenkaigi)

Dentsu Inc. Senior Solution Director
Masafumi Tanizawa
Participates in CEO/CMO projects for diverse clients, handling both strategy and execution—from management/business strategy and brand consulting to cutting-edge database marketing and integrated campaign planning.
Recently focused on brand development in the digital & social era, driving significant growth for brands, businesses, and customers through CX marketing that leverages "data, ideas, technology, and stories."

Dentsu Inc. Senior Solution Director
Hiroki Sugimoto
Drives consulting and communication planning in domestic and global brand domains—including brand strategy, brand management, brand repositioning, and portfolio strategy—with practical expertise.
Has worked extensively on corporate branding for both BtoC and BtoB companies, leading projects to develop PDCA programs for enhancing corporate value. Most recently, led Dentsu Inc.'s Deep Insight Survey on Consumers During the Pandemic to explore the realities of consumers' lives during COVID-19.