MullenLowe Group regroups in Japan with hyperbundled agency led by James Hollow

MullenLowe Group Japan.jpgMullenLowe Group has announced 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, MullenLowe Profero and MullenLowe Mediahub.

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 said, "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-optimized brand content leveraging cutting edge technology 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.

Vincent Digonnet, MullenLowe Group North Asia CEO said, "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".

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