“Co-Creation”,
not “Competition”
Today, technology has made it easier to connect.
We believe that it is the concept of “co-creation” rather than “competition”
that will bring about greater results and growth.
With the entire industry. With the whole country.
If our goals overlap, we are willing to work with our rivals.
Working together will achieve growth that would otherwise be unattainable.
We believe that it is the concept of “co-creation” rather than “competition”
that will bring about greater results and growth.
With the entire industry. With the whole country.
If our goals overlap, we are willing to work with our rivals.
Working together will achieve growth that would otherwise be unattainable.
Sei-katsu-sha, public,
and companies.
We overlap our inner thoughts
and feelings, and aim
for greater growth together.
We will overlap our respective aspirations and issues,
and find opportunities for co-creation to achieve even greater growth.
We use the multiplication of the three perspectives
described in the following pages as our weapon of choice.
and find opportunities for co-creation to achieve even greater growth.
We use the multiplication of the three perspectives
described in the following pages as our weapon of choice.
Perspectives on People：
“As one”
rather than
“Everyone”
We take Hakuhodo’s philosophy of “sei-katsu-sha thinking”
as the starting point as our eye for people.
We don’t treat all the people who lead policies,
economic activities, and lifestyles (and ourselves as well) as a single “everyone.”
We look at the thoughts and feelings of each individual,
and by capturing the intersection of people, we will create a great movement.
as the starting point as our eye for people.
We don’t treat all the people who lead policies,
economic activities, and lifestyles (and ourselves as well) as a single “everyone.”
We look at the thoughts and feelings of each individual,
and by capturing the intersection of people, we will create a great movement.
Perspectives on Social：
“Social opportunities”
rather than
“Social Issues”
By viewing social issues not as challenges that must be solved,
but as opportunities to move society forward,
we aim to turn a negative situation into positive.
but as opportunities to move society forward,
we aim to turn a negative situation into positive.
Perspectives on Companies：
“Social Assets”
rather than
“Business Assets”
We look at the assets of a company or organization not only
from the perspective of business growth and differentiation,
but also from the perspective of “what is in it for society?”.
Social assets are often surprisingly difficult to notice and are often overlooked.
from the perspective of business growth and differentiation,
but also from the perspective of “what is in it for society?”.
Social assets are often surprisingly difficult to notice and are often overlooked.
Three steps to
find Co-Creation Opportunities
and achieve new growth.
To find “co-creation opportunities” that lead to greater growth,
we need to tune our current thoughts and issues through dialogue with various stakeholders.
We proceed with our projects in three steps.
we need to tune our current thoughts and issues through dialogue with various stakeholders.
We proceed with our projects in three steps.
Aspirations Drawing
Drawing out aspirations and challenges
We believe that co-creation requires facing people’s aspirations and challenges,
not just a nice-talk or obligation. In this step,
we draw out the aspirations that each person has as a professional and as an individual,
using a variety of inputs and networks.
not just a nice-talk or obligation. In this step,
we draw out the aspirations that each person has as a professional and as an individual,
using a variety of inputs and networks.
WHAT WE DO
- CXO 1-on-1 session
- Key Person Hearing
- Basic information report from industry,
government, academia, and the private sector
- External Expert Interviews
- Sei-katsu-sha Trend Report
- Sei-katsu-sha Issue & Insight Research
- Global Case Studies
- CXO 1-on-1 session
- Key Person Hearing
- Basic information report from industry, government,
academia, and the private sector - External Expert Interviews
- Sei-katsu-sha Trend Report
- Sei-katsu-sha Issue & Insight Research
- Global Case Studies
“Vega” Discovery
Explore Co-Creation Opportunities
Overlap and mix the thoughts and issues in STEP 1
to discover “the Co-Creation opportunity” = a new North Star (Vega) for everyone to aim for.
This step features Vega’s original program,
This step features Vega’s original program, a workshop centered on creative facilitation.
to discover “the Co-Creation opportunity” = a new North Star (Vega) for everyone to aim for.
This step features Vega’s original program,
This step features Vega’s original program, a workshop centered on creative facilitation.
WHAT WE DO
- Workshop design (1-day workshop, camp, etc.)
- Creative facilitation
- Co-creation opportunity design
- Initial idea development (Prototyping)
- External Expert Interviews
- Sei-katsu-sha Trend Report
- Sei-katsu-sha Issue & Insight Research
- Global Case Studies
- Workshop design (1-day workshop, camp, etc.)
- Creative facilitation
- Co-creation opportunity design
- Initial idea development (Prototyping)
- Economy Potential Study (Acceptability/Scale)
Execution Building
Designing a Growth Story
Vega’s expert team of creative, strategy, PR, PA,
and business designers plan co-creation scenarios and growth stories as integrated outputs
in the most appropriate way, regardless of the domain.
and business designers plan co-creation scenarios and growth stories as integrated outputs
in the most appropriate way, regardless of the domain.
WHAT WE DO
- Project design(i.e. National Movement)
- New business model development
- Service/Product Development
- Integrated Communication Design
- Strategic PR/Public Affairs/
Consensus Building - Think tank / consortium management
- Project design(i.e. National Movement)
- New business model development
- Service/Product Development
- Integrated Communication Design
- Strategic PR/Public Affairs/Consensus Building
- Think tank / consortium management
Creation of Economy
Design and creation of economic activities
Through co-creation to solve social issues,
we aim for growth that goes beyond one-off social contributions and social good.
We believe that by creating solid relationships among all players,
a vibrant culture will emerge and lead to sustainable economic activities.
we aim for growth that goes beyond one-off social contributions and social good.
We believe that by creating solid relationships among all players,
a vibrant culture will emerge and lead to sustainable economic activities.
NEW
“Japanese Cultural Property Supporters” , a public-private co-creation
with the Agency for Cultural Affairs, has started.
with the Agency for Cultural Affairs, has started.
Co-chairperson Chikayama spoke at the presentation of “Japanese Cultural Property Supporters”
held at the Agency for Cultural Affairs on March 26.
held at the Agency for Cultural Affairs on March 26.
Optimal Solutions with
Maximum Imagination
PROJECT_Vega has a highly specialized staff of creative directors, strategists, PR,
and PAs with a wealth of experience in solving social issues in Japan and abroad.
In addition, we have business designers who have experience in numerous government projects.
As a partner, we commit to a one-stop service from conception to implementation.
We can also offer co-creation proposals with our network of over 3,000 companies.
and PAs with a wealth of experience in solving social issues in Japan and abroad.
In addition, we have business designers who have experience in numerous government projects.
As a partner, we commit to a one-stop service from conception to implementation.
We can also offer co-creation proposals with our network of over 3,000 companies.
KYOSUKE YOKOTA
CHIEF BUSINESS PRODUCER
In public relations, Kyosuke excelled in corporate, product and merger PR. He also specialized in crisis communications and risk management strategies for corporate scandals. He then moved to the sales departments in government and independent administrative agencies, working in public affairs in policy areas, including privatization and public campaigns.
SATOSHI CHIKAYAMA
EXECUTIVE CREATIVE DIRECTOR /
CREATIVE LEAD
CREATIVE LEAD
Satoshi was seconded to TBWA\CHIAT\DAY in 2010 for overseas work experience and then to TBWA\HAKUHODO before returning to start up Vega in 2022. He has received numerous awards, including Cannes Gold, Adfest Grand Prix, two ACC Grand Prix, and Creator of the Year medalist. He is also a lecturer at Meiji University and Hitotsubashi University.
YUYA NAGAFUCHI
CREATIVE DIRECTOR / PR DIRECTOR
Yuta entered Hakuhodo as a strategic planner in 2003. He then moved to at TBWA\HAKUHODO, Hakuhodo Corporate Communications Bureau, PR Strategy Bureau, Integrated Planning Bureau and Alpha Creative Bureau before joining Vega. He has won the ACC Grand Prix, JACE, JMA and PR Award Grand Prix.
HIROSHI YAMAZAKI
CREATIVE DIRECTOR / COPYWRITER
After graduating from architectural design, Hiroshi joined Hakuhodo and later moved to TBWA\HAKUHODO. With the motto “moving society through the power of words”, he focuses on integrated campaigns and social issues, with an emphasis on copywriting. His awards include Creator of the Year, TCC Award, TCC Best Newcomer Award and ACC Grand Prix.
TATSUYUKI TOHEI
CREATIVE DIRECTOR / STRATEGIST
Tatsuyuki values brands above all else and gives shape to ideas he designs by combining his perspective and sei-katsu-sha thinking, not only in communications but also in other methods, including services/products, content and participatory programmes. He is a frequent speaker at conferences and the author of “Creative Marketing” .
KATSUYOSHI SHIOMI
COPYWRITER / DIRECTOR
Katsuyoshi starts with the core idea of “language as a starting point” as his weapon, he plans to develop new products, create mechanisms and design experiences making society a little more stimulating. In 2022, he will move to Atami City, hoping to make his own way of working more interesting.
RYOKA ASAKURA
ACTIVATION PLANNER
Ryoka has extensive experience in copywriting and since in Activation Planning. She focuses on experience design using the five senses, such as touch and smell, to move people and society. She has worked with domestic and international clients multiple industries, including beverage, beauty and entertainment, and has won awards in JPM Awards and BOVA.
KOTA IKEBE
MARKETING PLANNER
Since 2021 at Hakuhodo, Kota has been a planner involved in projects from strategy development to execution. Experienced in research, strategy and event management, his strength lies in consumer insight. At Vega, he works in the CR team, extending his planning expertise beyond the scope of his role. He has also been awarded the Grand Prix in Sales Promotion.
YUSUKE ISHII
PRODUCER
Since 2005, Yusuke’s been working as a sales rep for government and local authorities, liaising with numerous ministries and agencies, including Ministry of the Environment, Ministry of Economy, Trade and Industry, and Ministry of Internal Affairs and Communications. His main focus is on product management , but he also oversees all project production.
YUTA ENOKI
ART DIRECTOR
Yuta graduated from Musashino Art University and joined Hakuhodo in 2016. Later he transferred to TBWA\HAKUHODO, as a member of the 1st BX Creative Department. He has successfully worked on finding the essence of brands and products, graphic design, branding and CI/VI development.
MAKO OONO
COPYWRITER
Graduated from International Christian University. Joined Hakuhodo in 2018. Returned to Hakuhodo in 2021 after moving to TBWA HAKUHODO. She strives to create ideas that move people’s hearts and the world, using words as a starting point. She has won the Asahi Advertising Award, the ACC Regional Finalist Award and the Transportation Advertising Grand Prix.
MAMORU ONISAKI
PRODUCER
Mamoru joined Hakuhodo Products in 2018. He has been responsible for telecommunication companies, mainly in the BTL area of communications, that he was transferred to in 2020. There, he was involved in planning to improve customer experience. Mamoru then returned back to Hakuhodo in 2023 and later joined Vega after working in international public relations.
RYOSUKE KATSUTA
BUSINESS PLANNER
Ryosuke was born and bred in Tokyo. He joined Hakuhodo in 2022 after graduating from the University of Tokyo. He is responsible for clients working with government agencies and public administration. He has a passion for projects related to science and technology and decarbonization that contribute to efforts towards a sustainable and brighter future.
NATSUMI KURASHIKI
COMMUNICATION PLANNER /
CREATIVE STRATEGIST
CREATIVE STRATEGIST
Since joining Hakuhodo in 2016, Natsumi has been working on activation, including content, service development and business domains. Using a variety of research methods, she looks at the world and brands with love, using the most appropriate methods to create experiences that move the mind and body. Recently she has worked as a university lecturer.
XIA QIUMANING
PR DIRECTOR
Qiumaning Joined Hakuhodo in 2015, moving from Marketing to PR Bureau/Vega. He specializes in integrated strategy and creative planning focusing on automotive, IT, and entertainment, strongly believing in the power of content fandom, especially in anime and gaming, to drive change. He has won at Young Spikes, Dentsu Award & Anime Monozukuri Award.
YUI MAKINO
DESIGNER
After completing her postgraduate studies at Tokyo University of the Arts, Yui joined Hakuhodo in 2019. She has been involved in projects using her design and art direction skills, and was a Young Lions Japanese representative. She has won numerous awards, including the Mainichi Advertising Design Award, the Asahi Advertising Award and the Midtown Award.
KAZUNORI MIMURA
SENIOR DIRECTOR
Kazunori, as Promotion Director, has worked on store development, product development and integrated communications. Now in management, he’s focusing on developing management strategies and HR policies. He has been involved in the design of new internal systems and the creation of group companies, and has been a project manager at Vega since its inception.
TAKATOSHI YOKOYAMA
MARKETING DIRECTOR
Takatoshi teamed up with Hakuhodo in 2014. He has worked as a strategic planner in both the public and private sectors, focusing on marketing communications and corporate branding. He has been with Vega since its launch in 2023.
Vega is the
“NEXT” north star.
Vega is the first-magnitude star in the constellation Lyra,
which is said to be the star that will become the North Star about 12,000 years from now.
The word “PROJECT” is left in the name of the organization in order to invite as many actors as possible.
which is said to be the star that will become the North Star about 12,000 years from now.
The word “PROJECT” is left in the name of the organization in order to invite as many actors as possible.
- PROJECT_Vega
- Establishment:
- April 2023
- Location:
- Biz Tower, 5-3-1 Akasaka, Minato-ku,
Tokyo 107-6322
- Contact:
- vega@hakuhodo.co.jp