TBWA Looks To Expand Alliance With Hakuhodo

In a move that will enable TBWA Chiat/Day to service Apple Computer in Japan while strengthening its relationship with Nissan Motor Co., TBWA International is in talks with Japanese agency Hakuhodo about expanding their global alliance to include the Japanese market. “We would certainly not [enter Japan] without the agreement, support and involvement of Hakuhodo,” said Bill Tragos, TBWA chief executive officer. Hakuhodo handles Nissan in Japan.
TBWA is poised to win Apple’s ad account in Japan and the Asia/Pacific region from Dentsu. A representative for Apple Japan said, “It is our direction to go with TBWA.”
Separately, TBWA Chiat/Day in Venice, Calif., named Andy Berndt worldwide account director on Apple.