Netflix appoints Hakuhodo's H+ as media AOR for SEA and Taiwan

Netflix has appointed Hakuhodo’s H+ as its media agency of record for Southeast Asia and Taiwan, Campaign can reveal. 

First reported by Campaign in January 2024, Campaigns understands UM worked with Netflix in Taiwan and Malaysia on some projects while GroupM’s Wavemaker handled the streaming giant's media responsibilities in specific capacities. 

Campaign understands Netflix will now consolidate its media AOR with H+ in this region and will no longer work with UM and Wavemaker. H+’s responsibilities for Netflix include full regional media planning and buying.

H+ defeated Wavemaker to win the pitch, while other agencies, including OMG, also participated, Campaign understands UM did not participate in the pitch.

This marks H+’s first significant win since two of Hakuhodo's largest agency networks announced they were teaming up in 2022. The partnership, which became operational in the last quarter of 2023, comprises Hakuhodo Inc, the holding company’s largest creative and brand agency, and D.A. Consortium (DAC), its digital media agency. 

H+ is led out of Thailand by DAC executive officer and head of its global business group, Michihiko Suganuma, together with Yusuke Miyabe, Hakuhodo’s global business transformation division and Asia DX division leader. 

H+ and Netflix declined to comment when reached by Campaign.