Jack Morton expands to Tokyo following growth of Japan business

Jack Morton is expanding its Asia-Pacific operations with a new Tokyo office following a 50% year-on-year revenue increase in Japan in 2024. The global brand-experience agency, which already has offices in Singapore, Melbourne, and Sydney in APAC, has appointed Mayumi Ninomiya as general manager. Ninomiya's remit is to build a local team in Tokyo and scale operations to meet growing demand, with the company aiming to double its Japan business by the end of 2025.

Ninomiya, formerly general manager at event marketing agency MCI, has nearly 15 years of experience delivering activations for multinational clients in Japan. She will lead recruitment efforts, with plans to hire at least five new event producers and creatives this year, in addition to working with contract production teams. The Tokyo office will serve as Jack Morton’s hub for Japan, supporting both local and global clients.

The agency has already secured new projects with global entertainment clients in Tokyo, as well as work for Expo 2025 in Osaka and a prominent, confidential global technology client. Jack Morton sees Japan as an important growth market, citing strong investment from technology companies, advanced infrastructure, and a highly skilled workforce as key factors driving demand for brand experiences.

Phil Boyle, SVP and managing director for Asia, said the agency’s focus is on hiring the right talent to support its expansion. “Japan is a critical market for us right now, and we expect to double our business here by the end of 2025. It is imperative we find great people who are fundamental to our expansion across Asia,” he told Campaign Asia-Pacific.

Jack Morton tells Campaign that it is positioning itself as a specialist in brand experience, differentiating from traditional advertising agencies by betting big on live events and fan engagement. The agency believes its strength lies in understanding the market's subcultures and fandoms, which play a key role in shaping consumer behaviour. “We have been working extensively with Japan’s unique cultures and fandoms, helping brands connect authentically with audiences here,” Boyle said. “Our focus isn’t just on creative thinking—it’s on creative thinking specifically for Japan.”

The expansion follows a period of strong regional growth, with Jack Morton recently named Campaign Asia-Pacific's Southeast Asia Brand Experience Agency of the Year. Mike Kunheim, president for EMEA and Asia, said global attention on Expo 2025 in Osaka presents further opportunities for the agency. “We are excited about the opportunities and investments from global technology companies, combined with Japan’s advanced tech infrastructure, skilled workforce, and strategic location,” he said.

For now, the Tokyo office will have a headcount of five, including new event producers and creatives, who will liaise with a host of production team members in the region.