Whitebook
Senden Kaigi, Japan's authoritative publication for the advertising industry, selects whitebook as one of four case studies on creating a brand experience for consumers in Japan:
“Whitebook,” a Quarterly Magazine Issued by an Ad Agency, which Provides Branding Experience
Ad-comm Group, which provides a total communication service from early years, has been issuing “Whitebook” four times a year since spring of 2003. The purpose is to target most valued customers for luxury brands and to communicate the value of the brand, which other media has not been able to do. Through “Whitebook,” readers can deeply experience brand philosophy and tradition, which cannot be done through traditional media.
A New Media to Send Message to Valued Customers Efficiently
Andreas Dannenberg, President and CEO of Ad-comm Group, says, “ All companies have their target and its global outlook of their brands.” There are different communications such as advertisement, PR, event, WEB to send a brand message, however it is essential to control all of these communications in order to send the right message. Ad-comm Group, established in 1987, has been putting effort in providing a total communication service, where specialists in each field contribute to brand building for clients.
Ad-comm Group launched “Whitebook” in spring of 2003, which is a new media that was produced as a result of past experiences. While collaborating on communications for various luxury brands, it felt that there was no effective media that reached to clients’ valued customers. On the other hand, it wanted to set forth company’s vision, which is “credibility” and the most efficient way to send that vision was to create its own brand. “This magazine is to create our brand in the advertising industry. In addition, we feel that it is considered as a stage to tell about companies with high brand values.”
“Whitebook” stands for “white book, paper” which is named from the image of most credible document in certain fields. Design, paper quality, and graphics are taken seriously and high quality media is pursued. 20,000 copies are issued and are offered to customers of each participating brand and are also placed at hotel rooms and showrooms of participating brands though is not been sold. U.S. and Asia Pacific editions are scheduled to be published next spring.
Knowing Philosophy and Tradition and Deeply Experience Brands
The theme of “Whitebook” is “luxury of lifestyle,” which is the true wealth. It is believed that the true wealth is not seen on the surface such as products or services, but it is found in the background or soul that is flowing in the foundation. It sends the philosophy and tradition of the brand, which cannot be done through other media, and is limited to one company per industry. In the 2005 fall edition, companies such as Don Perignon, Loewe, Bang & Olufsen, a Denmark audio products company, Mitsui Real Estate, Porsche, Cassina, Mandarin Oriental Tokyo, and UBS Bank are introduced in 8 different pages.
Moreover, there are pages that introduce Japanese distinguished visual arts such as pictures, architectures, and food. “ Many of our readers eat exquisite food from all over the world so there is no meaning in writing only about restaurants. We would like to give information on chefs and restaurants’ background where we could communicate on a much deeper level.”
Additionally, it is very active towards charities by having a concept of “noblesse oblige (=noble obligation).” Until now introduced activities of organizations such as Japan Guide Dogs for the Blind Association, Help the Refugees Association, and Group of Doctors without Borders. At the end of the year Christmas party is held inviting the readers as guests and will also be an auction for merchandise from various brands that you can not normally find at any store. Approximately more than 10,000,000 yen will be collected and will be donated to each organization. “The event is a chance for Porsche customers to find out about the glamour of Harry Winston or see and feel Loewe’s merchandises. Therefore, there is a large merit for both companies and customers.”
Dannenberg states that Japanese companies are still not very good at communicating the background and history of brands. “Just like engineers maneuvers, it is important to communicate by discovering the basis and the long-term vision of the company which will take effect in company’s future.”