MullenLowe Group Launches Hyperbundled Agency Offering in Japan
MullenLowe Group announced today the creation of MullenLowe Group in Japan. The new hyperbundled agency has been created from the existing footprint of the MullenLowe Profero Tokyo office which launched in Japan in 2005. The hyperbundled agency will be composed of three MullenLowe Group agency brands:
MullenLowe Tokyo: a creatively driven integrated marketing communications agency
MullenLowe Profero: an experience-led digital business transformation agency
MullenLowe Mediahub: a highly creative and agile media agency
The launch of MullenLowe Group Japan is the latest step in the building out of MullenLowe Group’s hyperbundled model in key markets, and follows on from the creation of MullenLowe Group China last week and the integration of operations in New York and London over the last 12 months.
MullenLowe Group Japan will be headed by James Hollow who previously led the growth of MullenLowe Profero Tokyo. Hollow comments: “We see two distinct but related opportunities. Firstly, to bring an agile creative media offering that can capitalise on the opportunities emerging from an increasingly programmatic media landscape. Secondly to meet the opportunities presented by the adoption of digital touchpoints and data-driven decision-making by brands in Japan with an experience-led transformation offering.”
MullenLowe Group’s global mantra of driving an “unfair share of attention for its clients’ brands” will be realised in Japan by combining MullenLowe Tokyo and MullenLowe Mediahub’s expertise to deliver design communication solutions that fuse together a meaning-charged context with context-optimised brand content leveraging cutting edge adtech and media analytics.
In addition, as brands in Japan look increasingly to capture data through digitised touchpoints, often sacrificing user-experience, MullenLowe Profero will deliver an unfair business advantage for clients by empowering experience-led design with the analytical rigour of data science to create seamless and inspiring customer journeys.
Both of these differentiated offerings depend on effective hyperbundling, which refers to MullenLowe Group’s uniquely agile approach to combining skillsets and collaborative talents across its agency brands to solve complex challenges that brands face today. Vincent Digonnet, MullenLowe Group North Asia CEO, commented on what makes the Tokyo team’s ability to deliver this so unique: “It is well understood but often forgotten that ‘culture eats strategy for breakfast’, and it’s true that hyperbundling is made possible by the team culture in our APAC offices as much as by strategy and method. The Tokyo office feels like a start-up: all digital natives, incredibly multi-cultural, they are hungry to invent the future of brands through intelligent collaboration."
The creation of the Group structure in the Japanese market sees MullenLowe Group parting ways with its long time JV partner Standard Advertising. MullenLowe Group took the opportunity to officially thank Standard Advertising for over 15 years of successful partnership in the Japanese market and wish them all the best as an independent agency in the future.