Allied Architects, Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Masato Muraoka; Stock Code: 6081; hereinafter "the Company"), which designs marketing communications using the power of data and creativity and supports companies' marketing AX, held a special conference themed "Data x Creative Summit" on Friday, June 12, welcoming representatives from Orbis Co., Ltd., Osaka Gas Co., Ltd. (FitDish), Sumitomo Mitsui Card Co., Ltd. (V-Trip), Ya-Emon Gibei Co., Ltd., Pokka Sapporo Food & Beverage Ltd., and Qsai Co., Ltd. The conference focused on marketing strategies that fuse data and creativity. ■About the "Data x Creative Summit" The "Data x Creative Summit" is an event that invites executives and marketing managers from companies actively implementing marketing strategies that combine data and creativity, to share their specific initiatives and insights. On the day, four sessions were held, discussing the latest case studies on brand growth and communication design, starting from customer understanding. ■Session Highlights The Correct Approach to Understanding Customers and the Behind-the-Scenes of Business Transformation This session featured Soichiro Maeda, Manager of the Direct Branding Department at Orbis Co., Ltd., Nana Suzuki, from the Energy Plus Project in the Energy Solution Business Department at Osaka Gas Co., Ltd., and moderated by Toshiyasu Nishii, Representative Director of Synchro Inc. and advisor to our company. They discussed the necessity of "redefining" marketing faced by both companies and their implementation processes. Orbis shared their experience of delving deeper into customer insights through N1 interviews and heatmap analysis to break away from an overemphasis on "affordability and value" due to rising CPA. Based on the discovery that "whether customers want to use a product long-term, rather than its price, determines LTV," they are proceeding with creative renewal to enhance perceived quality, and shared the reality of organiza