The move follows a decision by Unilever, a key client, to centralise its Asia operations in Singapore.
BBH Asia-Pacific chairman Charles Wigley said that with Singapore also growing in importance as a regional hub for clients, such as Diageo and Levi’s, the Tokyo office would be scaling down to a core account management and planning group. It would still be retaining its portfolio of Axe, Levi’s, and Perfetti Van Melle.
BBH Asia-Pacific chairman Charles Wigley said that with Singapore also growing in importance as a regional hub for clients, such as Diageo and Levi’s, the Tokyo office would be scaling down to a core account management and planning group. It would still be retaining its portfolio of Axe, Levi’s, and Perfetti Van Melle.
Wigley said that creative work on the accounts would be sourced from a combination of the Singapore hub and freelancers in Japan.
As BBH Singapore assumes greater responsibility for Southeast Asia and Asia- Pacific as a whole, the network is due to establish a South Asia hub in Mumbai in the last quarter of this year that will operate on a similar scale to those in Singapore and Shanghai.
Though yet to be confirmed by Wigley, it is understood that the new office in India will be led in the traditional BBH model by three managing partners, including Bates141 chief executive Subhash Kamath, Ambience Publicis chief strategy officer Partha Sinha, and former Grey Worldwide national creative director Preeti Nair.
