GroupM debuts Outrider consultancy in Japan

The move is the result of an agreement with domestic online marketing specialist firm Sozon, which was discontinued by holding company ValueCommerce earlier this year. Having already been in acquisition talks with Sozon, GroupM took over the firm’s 20 clients, along with 19 staff members, upon its closure. Darragh Hardy, GroupM’s Japan CEO, said as a well-established company, Sozon provided a timely vehicle for the introduction of Outrider to the market. 

Robbie Hills, regional chief executive of GroupM Search, said the consultancy would serve as a valuable resource to overseas companies looking to enter the Japanese market. Hills said the firm would cover all areas, from paid search to econometric modelling. 

"This investment opens up a fascinating and potentially business-changing set of possibilities and relationships for our group in Japan overall,” added Mark Patterson (pictured), CEO Asia-Pacific for GroupM. “While others have pulled back we continue to support Japan. We have been there for exactly 10 years now so have the opportunity to capitalise on the relationships, the experience, expertise and the trust we have worked hard to earn and to widen our ambitions for the next 10 years. An exciting time ahead. " 

Outrider is active in more than 40 markets.