HEADLINES: Hakuhodo forges media buying pact with Asahi

Hakuhodo and Asahi Advertising have entered into a media buying alliance in a bid to exploit economies of scale and counter growing competition from their multinational rivals. Under the terms of the pact, Asahi will assign its entire electronic media-buying briefs to Hakuhodo and the two agencies will collaborate on sponsorship work as well as on projects aimed at developing technology to improve the way advertising messages are delivered to an audience.