Hanwha Group
Building a Global Corporate Newsroom & Employee Brand Campaign
Led global brand journalism and employee engagement initiatives to strengthen Hanwha’s B2B leadership and unify its corporate identity.
Developed a newsroom-led content ecosystem, optimizing newsletters and targeted B2B distribution to amplify technical expertise worldwide, while launching a 20-country employee campaign to foster shared belonging and organizational unity
Role
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Account Executive
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B2B Marketer
Period
2018~2019
Target Market
Global
Client
Hanwha Group
Challenges
1 . Lack of a Unified Global Narrative to Communicate Hanwha’s B2B Expertise and Leadership
Hanwha operates across a wide range of industries—including defense, energy, chemicals, finance, aerospace, and solar—but the technical expertise and leadership of each global entity were difficult to communicate cohesively. Strengthening Hanwha’s B2B brand awareness and clearly positioning its industry leadership across global markets required a centralized storytelling and communication strategy.
2. Weak Group Identity Across Decentralized Global Offices
With a highly decentralized structure and strong local autonomy across global subsidiaries, opportunities to reinforce a shared “Hanwha Group” identity were limited. Global employees often lacked a sense of connection to the group as a whole, creating the need for a headquarters-led initiative to build internal cohesion, pride, and a unified corporate narrative.
Strategy
STRATEGY #1
Global Newsroom–Led Brand Journalism & Targeted B2B Distribution
Global newsroom–driven brand journalism strategy
I led a global newsroom–based brand journalism strategy to strengthen Hanwha’s leadership positioning across diverse industries.
By curating and editorializing cross-affiliate stories into a unified narrative, I transformed complex business and technical expertise into high-quality B2B content.
Newsletter optimization with strategic audience targeting and paid distribution
To maximize reach and impact, I optimized global newsletters and executed strategic target marketing through SEO, Google Display Network, and LinkedIn advertising—ensuring the right content reached the right B2B and internal audiences at scale, while driving measurable increases in traffic and engagement.
STRATEGY #2
Global Employee Pride Campaign to Build One Hanwha Identity
To strengthen global employee loyalty and foster a shared sense of belonging, I led the “Hanwha PROUD” global employee campaign in celebration of Hanwha Group’s 66th anniversary.
The campaign generated 526 submissions from 11 affiliates across 20 countries and 30 legal entities, highlighting moments of pride, impact, and professional contribution across diverse businesses.
From these stories, six winning entries were selected and developed into poster and video content that highlighted Hanwha’s values, vision, and the people behind its diverse businesses.
'Hanwha PROUD' six winning stories
To amplify the campaign’s impact beyond internal channels, I produced a campaign film featuring employee messages and launched it as a large-scale out-of-home digital billboard activation in New York Times Square, showcasing Hanwha’s people, expertise, and culture to a global audience.
The campaign successfully elevated internal pride while strengthening Hanwha’s global employer brand, earning industry recognition with a PR Awards Asia 2019 Bronze Award (Internal Communications category).
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