Staff Writer
Jul 26, 2018

Pico subsidiary teams up with Japanese entertainment group

The alliance will focus on major sports sponsorship activations including the Tokyo Olympics 2020.

Pico subsidiary teams up with Japanese entertainment group

TBA, a full-service creative brand activation agency under the Pico Group, has formed an alliance with Empire Entertainment Japan K. K. and Empire Entertainment, brand experience and entertainment groups based in Tokyo and New York City respectively.

The alliance will bring together the strengths of both companies with a particular emphasis on the Tokyo Olympics 2020.

Because TBA has had a long line of sports activation projects in its catalogue, the partnership will mean the logistics abilities, resources and network of the Pico Group will combine with Empire’s expertise in live and broadcast events, experience design, creative-driven activations, talent management, and event tech.

The partnership will also help sponsors and corporates realise this aim through hospitality- and technology-based services, which will include recognition technologies and data intelligence. These will deliver customised content experiences and post-games engagement.

During the bidding process, the Tokyo Organising Committee of the Olympic and Paralympic Games (TOCOG) said that their aim was to use the Tokyo 2020 Olympics as a showcase for Japanese technology, with many sponsors investing in innovation in the lead up to the event.

“Working closely with Empire will allow us to deliver optimal services for both Japanese clients and clients seeking to activate in Japan through Empire’s deep understanding of Japanese culture, intimate local knowledge, and access to locations and resources,” said Gregory Crandall, director of brand engagement, Pico+ and TBA Hong Kong.

Pico has provided infrastructure, sponsorship and hospitality, torch relay logistics and other event management services for eight Olympics Games since 2000.


Related Articles

Just Published

3 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

8 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

8 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

8 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.