ADK Fortune will capitalise on the inreasing appetite for Indian investment from ADK’s Japanese client base, which includes Nikon, Toshiba, Mitsubishi and Shiseido.
The new agency will be headed by chief executive H Jay Araki, and is currently searching for a creative head. Japanese agencies have previously favoured taking majority positions to expand overseas, a strategy that has largely failed. In recent years, Dentsu and Hakuhodo have opted for a strategy of affiliations and minority stakes. In India, for example, Hakuhodo operates 50:50 joint ventures with local agency Percept.
The new agency will be headed by chief executive H Jay Araki, and is currently searching for a creative head. Japanese agencies have previously favoured taking majority positions to expand overseas, a strategy that has largely failed. In recent years, Dentsu and Hakuhodo have opted for a strategy of affiliations and minority stakes. In India, for example, Hakuhodo operates 50:50 joint ventures with local agency Percept.
The presence of a major agency - JWT - also bucks expansion trends. “Normally agencies partner with little dots, but its better to have a strong partner,” said JWT India CEO Colvyn Harris (pictured). “But it must have a cultural fit, philosophy and chemistry.”
“From our perspective we get access to a developing segment,” said Harris. “We are saying that global Japanese brands will look more at China and India.
