David Blecken
Aug 1, 2018

ADK names ECD as it looks to develop 'boutique' network

The company plans to launch "a number of creative boutiques" by January.

Masato Mitsudera
Masato Mitsudera

ADK has hired Masato Mitsudera, formerly of Geometry Global, as its ECD in Japan. The company said the appointment is part of a “revitalization” of its creative department. A spokesperson for ADK said Mitsudera is not replacing anyone and that his role is new. 

ADK said it plans to launch “a number of unique creative boutiques, which will cross over existing categories and generate results-driven ideas for clients”. It said clients are looking for “new solutions” but did not provide further specifics.

The boutique model is set to take effect from next January. It follows the launch in early July of a separate creative agency called Cherry. ADK's spokesperson said the boutiques are intended to be an addition to ADK's main creative division that will strengthen the company's overall creative work. The spokesperson was not able to say how many boutiques will launch.

Mitsudera was ECD of Geometry Global, and prior to that worked at Beacon Communications, which is now part of Publicis One. He is known for work aimed at regenerating rural areas of Japan, which are suffering the effects of depopulation. Examples include ‘Yubari City of Love’, which won a Cannes Lions Grand Prix, and a campaign for the city of Saga that cast an indigenous guppy as an ‘alien fish’.

Immediately prior to joining ADK, Mitsudera worked independently as a creative advisor to local governments. He said in a statement that he plans to “put in everything I’ve got as a creative and go wild” in his new role.

Mid-career hires are less common among Japan’s major domestic advertising agencies than among their international counterparts. However, since selling to Bain Capital, ADK’s management has expressed greater openness to talent from different backgrounds. In December, the company appointed former McCann Worldgroup leader Yasuyuki Katagi as CEO of its international business.

Bain Capital completed its takeover of ADK in December 2017.

Source:
Campaign Japan

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