HSAD, Changes Name and CI, Pledges to Become a 'Marketing Creative Company'

"Providing Companies with Distinctive Competitive Advantages"

HSAD, an advertising agency affiliated with LG Group, has declared a transformation from a traditional 'advertising company' to a 'marketing creative company.' This decision is based on the judgment that as technologies such as artificial intelligence (AI) and corporate products become more standardized, a company's distinctive competitive edge lies in marketing creativity.

On the 25th, according to HSAD, CEO Park Aeri announced a new vision called 'ROAD 2 TOMORROW' and stated, "Under the new banner of a marketing creative company, let us make infinite possibilities our business growth engine."

The marketing creative company embodies a commitment to expanding creativity across all areas of customers' marketing activities and proposing amazing customer experiences to companies through new stories and differentiated methodologies.

Since CEO Park Aeri's appointment last year, HSAD has been the fastest among domestic full-service advertising agencies to introduce AI solutions into marketing business and has embarked on building a platform to connect customers' brand experiences online and offline with the mobile financial platform Toss.

Along with this, HSAD has also revamped its corporate identity. To signify going beyond the traditional scope of advertising agencies, the word Ad (Advertising) was changed to uppercase AD, and the meaning of the company name was redefined as 'Heart of Storytelling, Art of Difference.' This signifies delivering customers' brand value through the most creative storytelling and methods, providing a different dimension of customer value.

Also, the new CI was visualized with bold typography and a red diagonal line on the letter A. It embodies a progressive spirit to create a more advanced and higher existential value.