DAC Group Reinvents Its Corporate Purpose Through Employee-Led Initiative

DAC Group's New Corporate Purpose

In a significant move towards establishing a solid foundation as it aims for its centenary, DAC Group, a Tokyo-based advertising firm, has announced a fresh corporate purpose. The new direction was not crafted from the top down by management but rather emerged from the grassroots through a project guided by younger and mid-career employees. This participatory initiative, named the “Mirai Conference,” involved input from all staff, emphasizing a bottom-up approach to organizational development.

The New DAC Group Purpose

Do! different. This motto embodies DAC Group's commitment to enrich all facets of the world through passion and challenge. It reflects a vision that goes beyond mere material wealth, aiming for a world overflowing with joy and inspiration. The purpose serves as a guiding beacon across all DAC Group endeavors, integrating solutions through advertising, regional revitalization efforts, and social contributions.

Vision Behind the Purpose: A Bridge to the Future

At the core of DAC Group's philosophy are principles such as altruism, valuing people, and embracing challenges. These tenets aim to cultivate personal growth within employees, enabling the organization to contribute meaningfully to society and its clientele. However, as the company has expanded and diversified, creating a sense of unity across generations and divisions has become increasingly challenging.

In today’s rapidly changing environment, it was necessary to articulate the group's core values clearly to foster adaptability and a willingness to innovate.

The Bottom-Up Approach: Engagement from Employees

This new purpose was driven not by executive mandate but through direct engagement with middle and upper staff and younger employees. A committee of 33 project members spearheaded the initiative, involving approximately 30% of the workforce—291 members—in direct dialogues and discussions.

1. Diverse Working Groups
The project members split into six working groups focusing on themes such as management philosophy and market needs. Over the course of six months, they conducted extensive research and debate to shape the new purpose.

2. Surveys and Group Interviews
Surveys were sent to all employees to gather insights about their sense of purpose and the distinct character of DAC Group. The company also held small group interviews involving junior and senior members to ensure a wide array of voices contributed to the foundational ideas.

3. Organizational Vitality and Member Growth
Beyond mere participation in surveys, many employees engaged in group discussions and personal interactions that further solidified their sense of involvement. A post-project survey revealed that 86.9% of participants felt they had grown personally and 87% reflected that they were inspired to consider their own dreams and beliefs. The process not only crafted words but fostered dialogue that transcended departmental boundaries, enhancing perspectives and nurturing a culture of career ownership.

The final purpose, selected through internal voting, resonated deeply with employees, being labeled as “authentic” and “exciting.”

Group Discussion

Future Outlook

DAC Group aims to adapt this newly defined purpose as its North Star. Supported by the unchanging culture of valuing people, this guiding principle will drive the company towards innovation beyond the conventional confines of an advertising agency. The vision is for each employee to enhance their human potential autonomously while delivering joy and inspiration to everyone they engage with, all while working towards becoming a centennial company.

About DAC Group

Founded 63 years ago, DAC Group is headquartered in Ueno, Taito City, Tokyo. The company’s core operations revolve around comprehensive advertising services, talent solutions, tourism solutions, and global advertising. It is also dedicated to regional revitalization efforts, incorporating agricultural entities and non-profit organizations aimed at fostering healthy youth development.