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.

Campaign UK

Related Articles

Just Published

21 minutes ago

Cathay Pacific tries to give vaccination rates a ...

The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.

28 minutes ago

Women Leading Change Awards shortlist revealed

See the women and companies shortlisted for the fifth annual awards, the winners of which will be announced on June 8.

3 hours ago

Move and win roundup: Week of May 17, 2021

DDB Hong Kong, IAS Japan, CatchOn, Hong Kong Design Centre (HKDC), Akcelo and more, in our weekly collection of people moves and account news.

13 hours ago

Yext throws it back to the ‘90s

The integrated marketing campaign spotlights outdated search technology with a side of nostalgia.