TBWA To Expand Japanese Pact

NEW YORK – TBWA International plans to expand its alliance with Japanese ad agency Hakuhodo by creating a new shop in Japan which will be owned by both agencies, said sources.
The two agencies are currently negotiating the equity partnership and a deal could be struck by the end of the year. The first step, said sources, will be the installation of a joint TBWA-Hakuhodo team at Hakuhodo’s Tokyo office to service Apple Computer. Both agencies either declined to comment or could not be reached.
“TBWA wants to establish a strong presence in the Japanese market, but they want to do it with a Japanese partner,” said one source. The two agencies have a global alliance which was recently expanded in Japan after TBWA won Apple’s $20 million Japanese ad account from Dentsu. The win was the conclusion of TBWA’s consolidation of all Apple ad accounts around the world, estimated at $120 million in billings.
As part of the global rollout of its “Think different” campaign for Apple, TBWA will run English-language ads in Japan with Japanese subtitles. The work will be adapted in the future to include Japanese “different thinkers,” such as film director Akira Kurosawa. -Michael McCarthy