Combining TBWA's Tokyo office with Hakuhodo\G1, the Hakuhodo subsidiary that handles Nissan, the joint-venture will launch operations on July 1. The presidents and CEOs of the two agencies, Hiroshi Ochiai and Gary Wenzel, have been named CEO and COO respectively of TBWA\Hakuhodo, which will employ 300 staff, including TBWA's creative star John Merrifield. TBWA will bring its portfolio of mainly international clients -- adidas, Pernod Ricard and Masterfoods -- to the JV, with Hakuhodo/G1 contributing its share of Nissan's domestic business, estimated at about US$500 million. "Our greatest commitment is to our partner clients, who we will provide the kind of bold and novel global quality ideas that only come from an environment where free and considered thinking are actively encouraged," said Ochiai.
TBWA's regional chief Keith Smith believes the JV will propel TBWA to among the top three largest foreign agencies in Japan. "We have something to contribute with Disruption and Connections, and we gain from the high servicing standards of Japanese agencies and media clout in HDY, which buys about 20 per cent of all media in Japan."
TBWA gains Japan clout with Hakuhodo
Hakuhodo, Japan's second-largest agency, and TBWA are extending their 16-year European partnership to service Nissan, to Japan.