Innovation

"Can the current marketing paradigm contribute sustainability to our society?" Lee was skeptical. He had been trying to find a way to make marketing contribute to sustainability of our society. When possible, corporations have been trying to leverage marketing to be in a leading position where "winner takes all." For Lee, "growing together" is more important than "becoming a winner to dominate the market." He found an answer: "self-discipline."

Here's an example. Salim helped a co-op to launch a new brand: "Daddy's Heart Tofu". Three dads cooperate with each other to make organic and traditional tofu in a community located in Seoul, Korea. Even though the tofu is sold very well, they had not expanded the amount of tofu produced or its sales areas. When a co-op from another community in Seoul approached them to learn how to make tofu and sell them, they willingly helped the co-op to establish the business in their community and provided all know-how. They get only a minimal brand loyalty as the new co-op also uses the brand "Daddy's Heart Tofu". This is what self-discipline Lee meant. With the self-discipline, the new way of marketing can contribute to social sustainability and to grow together.

Here's another example. Inspired by the "Story of Bottled Water" (https://www.youtube.com/watch?v=UpXq4-abkOM&feature=youtu.be). Salim, with the support of Kakao, had been creating public campaign of "take-out watering". They've been creating and expanding "water stations" where any building or office can participate. Anyone can fill up tap waters in their own bottle in any water stations, so that people can spend less money on bottles of water and throw away fewer bottles.

Inspiration

While Mr. Lee had his whole career in marketing/promotion in major agencies including J. Walter Thompson, he had a question about whether the current marketing/promotion paradigm can give a benefit not only for business but also for community/society. "The current marketing paradigm is about creating (often unnecessary, sometimes even harmful) demands."

He had a passion to change the paradigm so that people can "grow together." He studied Eastern philosophy/thoughts to learn about harmony and "beyond competition" and decided to do something to change the paradigm. At that time, he had his own agency, but, he closed his agency and established the first marketing communication co-op in Korea.

Overall impact

Overall, Salim co-ops influence in two ways: 1) In co-op communities: Salim helps other co-ops to establish a new way of marketing and to sustain both business and social contributions; 2) In marketing communities: Salim has been raising an important question whether the current marketing/promotion paradigm can damage societies and their sustainability.

Business benefit

Salim co-op holds between 20-30 members (both individual/corporate) from various marketing communication fields (full time employees are 3). Whenever there is a project, Salim coordinates relevant members and implement the projects. This kind of small and flexible structure gives business benefit not only for Salim but also its members.

Social and environmental benefit

Salim has been creating public campaigns in cooperation with companies such as "take out watering" to reduce bottle trashes. They also had a "life knocking" campaign: cats on the street often sleep in car engines, so they create stickers to alert drivers to knock on hood before they turn on the engine in the morning to save cats. They bring creative ideas for public campaigns which often meet one of UN Global Goals and cooperate with various stakeholders in private and public.

Interview

Mr. Moo-yeol Lee, Representative of Co-op Salim