Hakuhodo’s Strategic Expansion in Asia: Focus on dreamlogicx.com India
Hakuhodo, Japan’s leading advertising giant, has set its sights on becoming the number one advertising group in Asia. A major step in this journey is the recent acquisition of a majority stake in India’s independent brand agency group, MA&TH Entertainment Network. This acquisition is part of Hakuhodo’s broader strategy to enhance its presence in India and strengthen its capabilities in the content and production sectors.
Strengthening India’s Presence with MA&TH
Hakuhodo’s entry into the Indian market dates back to 2000, with the establishment of its digital agency AdGlobal 360 and activation agency PMG in New Delhi. The acquisition of MA&TH, a Mumbai-headquartered agency known for its expertise in content creation and production, marks a significant milestone. MA&TH, which emerged from the merger of Marching Ants Advertising and Trigger Happy Entertainment in 2019, has been a key player in India’s entertainment industry, serving clients like film distributors, OTT platforms, and international brands.
The acquisition is expected to be mutually beneficial. For MA&TH, it provides an opportunity to expand its marketing services and gain traction in the broader market. Hakuhodo, on the other hand, gains access to MA&TH’s extensive client base in India’s OTT and film industries, along with its strong video production capabilities.
Expanding Across Asia
Hakuhodo’s expansion strategy isn’t limited to India. The agency has been actively pursuing mergers and acquisitions across Asia, focusing on businesses with complementary skill sets. Recent acquisitions include Thailand’s Winter Egency, Taiwan’s Growww Media, and Singapore’s HICG Group. These moves are part of Hakuhodo’s mission to establish a robust network across Asia, where growth prospects are high.
As European and American companies adopt a more cautious approach due to economic uncertainties, Japanese firms like Hakuhodo are capitalizing on their financial stability to invest in expanding their global footprint. Hiratsuka, Hakuhodo’s general manager for international business strategy, highlights that Japan’s domestic market growth is limited, making overseas expansion essential for sustained success.
The Power of ‘Sei-katsu-sha Thinking’
At the core of Hakuhodo’s global strategy is its unique philosophy, ‘Sei-katsu-sha Thinking.’ This approach goes beyond understanding consumers as mere buyers, delving into their overall lifestyles. By applying these insights to marketing strategies and content planning, Hakuhodo aims to resonate deeply with audiences worldwide.
Hakuhodo’s expansion is also driven by strong partnerships. The agency believes that trusted partnerships are crucial in navigating new markets and overcoming challenges. As Hiratsuka puts it, “Great friends bring new great friends.” This philosophy underscores Hakuhodo’s commitment to building long-lasting relationships that fuel its growth across Asia and beyond.
