Messaging app Line is in the midst of hiring advertising agencies to expand its distinctly Asian flavor of communication into the U.S., Adweek has learned.
The Japan-based mobile company has met with AKQA, DigitasLBi, Grey and MRY to plot a marketing strategy that will extend its overseas success to U.S. shores.
Line plans to invest more than $10 million in marketing, but explaining the app’s uniquely Asian messaging culture to U.S. users could prove to be challenging, sources said.
The app makes a fortune from its cartoonish stickers, which friends share via free messaging.
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