“Sei-Katsu-Sha” H-Light Services as a Part of Human-centered Digital Innovation for Communication Strategy in the Age of Active Ageing

This study explores the role of the Digital Strategist in maintaining long-term client relationships through digital communication strategies at i-dac Indonesia, focusing on the creation and implementation of H-Light, a biweekly strategic information service. Using participant observation and interviews with key personnel, this research highlights how digital strategists integrate audience insights, data analysis, and creative strategy to strengthen client engagement. The research also examines how the Sei-Katsu-Sha philosophy—viewing consumers as holistic individuals—guides i-dac Indonesia’s approach in designing relevant and human-centered communication strategies. HLight, supported by the Editorial Plan and i-Content on social media, functions not only as a digital marketing tool but also as a medium for sustaining trust and collaboration between the agency and its stakeholders. By combining theoretical foundations from market research, consumer behavior, brand management, and marketing communication strategy with real-world applications, this study demonstrates how strategic information can bridge the gap between theory and practice. The findings indicate that consistent, data-driven, and empathetic communication efforts significantly enhance client relationships and brand credibility. Furthermore, H-Light represents an innovative integration of technology and strategic communication, providing actionable insights that support decision-making for clients—particularly in reaching diverse audience segments, including the ageing population.