Why do growing companies have a Creative Director who designs how "corporate value is communicated" as a right-hand person to the CEO?

KiiRO1010 Inc. (Headquarters: Minato-ku, Tokyo; Representative: Shin Koda) is strengthening its creative direction support to organize the consistency of corporate value, branding, and communication in the age of SNS and AI. Currently, corporate communication is rapidly becoming more complex, involving SNS, PR, advertising, video, events, and AI-driven content. On the other hand, challenges are increasing, such as "Our communications are increasing, but our corporate value isn't accumulating," "The company's image is fragmented across different media," and "It just ends up being a short-term buzz." KiiRO1010 believes this is not simply a matter of communication volume or advertising methods, but a lack of a role to integrally design "how the company should be perceived and remembered in society." Therefore, KiiRO1010 is launching a support service to organize and integrate corporate value, branding, relationship with society, and consistency of communication, designing a state where corporate value accumulates over the long term. ■ The more you communicate, the harder it is to see "corporate value" Today, corporate communication is rapidly becoming more complex. The means for companies to connect with society continue to increase, including: SNS management, video content, PR communications, ad production, AI-powered information dissemination, and event experience design. However, at the same time, problems are also increasing, such as "The company's image differs by media," "It ends with short-term hype," and "Despite communicating, it doesn't build up as corporate value." KiiRO1010 believes this isn't just a problem of "communication volume," but a lack of a role to integrally design "how the company should be perceived and remembered in society." ■ Originally, a creative director is not just an "ad creator." In Japan, the role of a creative director is often perceived as a "person who makes TV commercials" or a "person who thinks up advertising expressions." However, true "creativity" is not just about advertising expression or production techniques. KiiRO1010 believes it is about integrating management strategy, brand value, consumer insights, social atmosphere, culture, timeliness, media environment, and future potential to design "how the company should be perceived, remembered, and exist in society." And a "director" is the role that draws up that blueprint. In other words, a creative director is not simply a person who produces ads or videos, but a role that integrally designs "a state where corporate value functions within society." ■ Overseas, brand management is a role close to management. In overseas companies, it's not uncommon for a Creative Director, Brand Director, or Chief Brand Officer (CBO) to function in a position close to management, integrating how brand value and corporate experiences are "communicated." This is because no matter how good a company's products or technology are, if they are not recognized as a "meaningful presence in society," it is difficult to connect to long-term brand value. For example, Toyota's Land Cruiser brand, which KiiRO1010 is involved with, is one of the long-selling brands that has been supported by many users for many years not just by communicating its performance, but by continuously building up the value of "a partner for life" in society, adapting to the times and the distance with consumers. On the other hand, in Japan, there are an increasing number of cases where companies directly commission production companies for SNS or ad creation. However, KiiRO1010 believes that even if you increase communication without a design for "what to build, as what kind of presence, and how," corporate value is unlikely to accumulate as a "brand with meaning in society." ■ KiiRO1010's "Creative Direction Support to Design How Corporate Value is Communicated" As a service to integrate the entire way corporate value is communicated, KiiRO1010 will perform: Brand value organization, design of distance from society, organization of corporate raison d'être, supervision of communication consistency, and integrated design of PR / SNS / advertising / video / events. In recent years, KiiRO1010 has been receiving more consultations like, "We have good products and structure, but it's not fully communicated as corporate value to society," and "We do SNS management and advertising, but it's not building up as a brand." KiiRO1010 will continue to support the creation of companies that are supported in the long term by integrally designing corporate value into a state where it "sells, is chosen, and is communicated." ■ Company Profile Company Name: Kiiro Tentou Inc. (KiiRO1010) Centered on the Land Cruiser branding for Toyota Motor Corporation, we handle everything from communication design to branding and output for vehicle brands, used cars, and car rental businesses. We also provide integrated support from communication design to branding, advertising, SNS, and PR for companies in a wide range of industries, including cosmetics, real estate, temporary staffing, and sports teams. Business Content: Communication design, brand communication design, TVCM / WEB CM / SNS video production, graphic advertising / key visual production, fan communication / fan marketing support. WEB: https://kiiro1010.com Inquiry: sk@kiiro1010.com Contact: Shin Koda.