Maxus and ADK scale up partnership

Maxus and Asatsu-DK have partnered for the launch of a new Asia wide initiative that will provide regional media planning and buying services for Japan-based clients.

The new collaboration, titled ADK+Maxus, will leverage on Maxus’ network to provide ADK’s clients direct access to media planning and buying expertise across the entire Asia Pacific including China from January 2013 onwards.

The ADK+Maxus will see the setting up of media planning and buying units within Maxus offices across key markets in Asia and a new ADK+Maxus Asia Strategic Planning Centre will be set up in Singapore.

This office will be jointly resourced by the two partners and its main focus will be to support multi-market regional Japanese clients and their growth.

Koichiro Naganuma, chairman of ADK said that many of ADK’s clients are looking to Asian markets for growth and the “success in these markets requires innovation and new media expertise as well as scale to offer the best value.”

Maxus already works with ADK in selected markets such as India and the Philippines. The new initiative now extends this partnership to the entire APAC region.

WPP, which owns Maxus, holds a minority stake in ADK, Japan’s third- largest full service advertising agency, with billings to the tune of $4,465 million (Y347 billion in 2011).

“We are pleased that Maxus and ADK are able to leverage their assets for the benefit of Japanese marketers, who count among the largest in the world. We continue to look for more ways to collaborate with our Japanese partners and to provide their clients with improved access to services throughout the world,”  WPP CEO Sir Martin Sorrell (pictured) added.

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