Building on the presence of MullenLowe Profero Tokyo, MullenLowe Group has launched in Japan. Profero, an experience-led digital agency, has been operating in the market since 2005.
The so-called new ‘hyperbundled’ agency will comprise three MullenLowe Group agency brands: MullenLowe Tokyo, integrated marketing communications agency, MullenLowe Profero and MullenLowe Mediahub, a media agency. MullenLowe Group aims to deliver its global mantra of driving an unfair share of attention for its clients’ brands in Japan by combining MullenLowe Tokyo and MullenLowe Mediahub’s “expertise to deliver design communication solutions that fuse together a meaning-charged context with context-optimised brand content leveraging cutting edge adtech and media analytics”, informs the official statement.
The new office in Japan follows the launch of MullenLowe Group China (June 30) and the integration of operations in New York and London over the last 12 months. The foray in China integrated the MullenLowe China creative communications business with MullenLowe Profero and became a 230-person organisation with three offices in Shanghai, Beijing and Chengdu.
The creation of the Group structure in Japan sees MullenLowe Group parting ways with its previous JV partner of 15 years, Standard Advertising. James Hollow will head MullenLowe Group Japan as CEO. Prior to this, he was entrusted with the responsibility of leading the growth of MullenLowe Profero Tokyo. In an official statement, Hollow said, “We see two distinct but related opportunities. Firstly, to bring an agile creative media offering that can capitalise on the opportunities emerging from an increasingly programmatic media landscape. Secondly, to meet the opportunities presented by the adoption of digital touchpoints and data-driven decision-making by brands in Japan with an experience-led transformation offering.”
Vincent Digonnet, MullenLowe Group North Asia CEO, said, “It’s true that hyperbundling is made possible by the team culture in our APAC offices as much as by strategy and method. The Tokyo office feels like a start-up: all digital natives, incredibly multi-cultural, they are hungry to invent the future of brands through intelligent collaboration.”