JWT’s new investment to focus on Japanese clients

ADK of Japan has joined hands with JWT for a 50:50 joint venture, and formed an alliance, ADK Fortune, in India

India seems to be a hot destination for global agencies. The latest to enter the country is ADK of Japan, which has joined hands with JWT for a 50:50 joint venture and formed an alliance, ADK Fortune, in India. In June 2007, agencyfaqs! reported that Nikon, the Japanese camera brand, had appointed ADK Fortune as its creative agency in India. At that time, no formal information was available on the agency. The formal announcement has now been made.

ADK (formerly Asatsu-DK) wishes to build its focus in India. With that, the new venture will give significance to common areas of interest, including marketing communications, content and business communications, to support the fast emerging Japanese investments in the country. Jay Araki will take over the reigns of the new establishment as chief executive officer.

JWT’s new investment to focus on Japanese clients

Commenting on the alliance, Naganuma San, chief executive officer, ADK, says, “This is a momentous step for us. It allows us to launch business operations in the growing market that this country offers in partnership with an organisation that is the leader in India. JWT is synonymous with benchmarked quality internationally and we at ADK are proud to be associated with it.”

Colvyn Harris

JWT India CEO Colvyn Harris says, “This partnership will augment the already considerable strengths of JWT India, focusing our capabilities to address the specific needs of Japanese enterprise in India. Japan has long had large and varied interests in this country and it is part of JWT’s forward looking strategy to build the competencies required to address the particular 360 degree communications needs of Japanese brands.”

Dentsu and Hakuhodo Percept are the two Indian agencies that have been servicing Japanese clients till date. ADK Fortune becomes the third on the list. Talking about the advertising opportunities for Japanese clients in India, Harris says, “There are about 2,000 global Japanese brands. With so many brands, I don’t think there would be a lack of opportunity for us, even though we come in later. A lot of ADK clients exist in India, and we shall assist the agency in utilising the benefit of their network to be the best in the country.”

Though the new agency has its brand aligned with the second agency of JWT, Fortune Communications, ADK Fortune and Fortune Communications will function as two separate entities. The new entity could also look at clients other than Japanese ones, given the right opportunity, says Harris.

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