Emily Tan
May 31, 2017

WPP invests in digital content company for Asian millennials

88rising has 15 employees in New York and Los Angeles, and plans to launch a Shanghai office.

WPP invests in digital content company for Asian millennials

WPP has made a strategic investment in 88 rising, a US-based digital content producer that targets Asian millennials across the globe.

Founded in 2015 by Sean Miyashiro, 88rising is a digital media company with 15 employees in New York and Los Angeles. It also has plans to launch an office in Shanghai.

To date, it has produced more than 500 hours of original content that has generated over 80 million total video views on Facebook and YouTube. More than half of 88rising’s 16- to 34-year-old viewers are located in Asia-Pacific.

The company has branded and sponsored content deals with companies such as Adidas, Maybelline and Revolve.

WPP refused to comment on either the size or the nature of the deal. The group's spokesman also refused to clarify if WPP's agencies would be working more closely with 88rising following the deal.

This investment continues WPP's strategy of investing in three areas: technology, data and content. Other specialised digital content companies WPP has invested in include Russell Simmons' All Def Digital, Mitú, the digital media company Latino youth in the US and worldwide, and Refinery29, a fashion and lifestyle media company.

Most recently, WPP's Group M launched Motion Content Group, a new global content investment and rights management company in the UK and the US.

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.