Hakuhodo introduces third brand in Malaysia to combat client conflict

Located in Kuala Lumpur, Lunch is Hakuhodo’s third agency in the country. Woon Hoh, co-managing partner, will lead the agency. Hoh is currently the regional executive creative director for Hakuhodo Asia-Pacific.

Hakuhodo established Hakuhodo Malaysia, its first overseas office, in 1973. People ‘n Rich-H followed in 2003. The latest brand will continue to work with Japanese companies in the country while also scouting local clients. Lunch also serves to resolve issues of client conflict, although Hakuhodo did not disclose its client roster in Malaysia.

The company is on an expansion streak and is looking to growth via acquisitions across Southeast Asia, China and APAC, the company said during a recent press meet in Singapore. The firm is also looking to tie-up with non-Japanese brands in these new markets, according to a spokesperson.

The agency has been marketing itself as different from its competitors by stressing its full-service nature in an era of silos.

Among the ASEAN countries, which have been characterized by strong economic growth in recent years, Malaysia has emerged a key player, attracting an increasing number of Japanese and global companies, the company said. “Indeed, the next mid-term business plan is to strengthen the whole network structure in emerging markets, particularly in Asia,” the spokesperson added.

Hakuhodo has invested approximately US$152,000 in the new office and has hired 12 people.