According to a statement from Hakuhodo, the affiliation will help build its offering to domestic clients in overseas markets in terms of branding, media relations, word-of-mouth marketing, research, crisis management and corporate social responsibility.
Meanwhile, Ketchum is expected to benefit from Hakuhodo’s standing as Japan’s second largest agency network to strengthen its presence in the market.
A spokesperson for Hakuhodo listed key motivating factors for the move as being Ketchum’s research and strategic planning abilities, and its experience in influencer marketing and the healthcare sector.
Junji Narita, Hakuhodo’s president and chief executive, added that the two agencies shared a similar business philosophy and approach to client service.
The agreement will take effect immediately.
