JWT takes WPP-Asatsu alliance out onto global stage

"Within Japan, we will jointly be able to make a highly customised offering to major Japanese advertisers. This could include creating new agencies, divisions, joint ventures, or independent business units specifically to meet their needs," said Ambar Brahmachary, JWT Japan's president/chief executive officer. "The goal is to jointly win incremental business that might not necessarily come to either of us alone."

The new relationship will extend throughout Asia, Europe and North America.

"Within Asia, we are currently working out how we can work more closely together country by country. If it makes sense, and there are no client conflicts, we could merge or co-locate offices."

In Europe, the two agencies are initially exploring how to work closer in Germany, France, and the Netherlands. In the US, where Asatsu-DK's offices are already co-located within JWT in New York, similar studies are under way.

"Essentially, we have transformed the existing partnership between WPP and Asatsu-DK into a direct relationship between JWT and Asatsu-DK. This enables us both to develop new initiatives, not only in Japan, but globally," said Brahmachary.