ADK acquires Rage Communications with offices in SG, Australia and India

Japanese agency, ADK has acquired Rage Communications, an independent agency that specialises in digital experience design and eCommerce solutions. As part of the acquisition, Rage Communications will be rebranded as ADK Rage with co founder, JRK Rao will lead the entity as CEO. As CEO of ADK Rage, Rao (standing on the left) will be working closely with Rage's other co founder, Karthik Kumar (sitting on the left), and ADK's global team to offer integrated solutions to its clients. Through this acquisition, ADK will become the major shareholder while Rage Communications' founders, Rao and Kumar will remain as minority shareholders. 

The partnership will combine both organisations’ capabilities in digital marketing, web design and development, analytics, data-driven insights, and content narratives to drive integrated end-to-end performance and brand campaigns for clients. According to ADK, Rage Communications is a digital pioneer that offers a full stack of solutions across CX, CRM, UI/UX and performance marketing solutions for clients around the world.

Through its offices in Singapore, India, and Australia, Rage Communications provides services to marquee brands and companies such as AMP, Citibank, IIT Madras, IIM Ahmedabad, JLL, Mastercard, Sephora, Sterling Holidays, Tata Motors, Tata Croma, and Unilever. Following the acquisition, the brands will join ADK's global roster of clients. Currently, the ADK team has approximately 3,000 staff globally, while Rage Communications has more than 190 people across Singapore, Chennai, Mumbai, and Sydney. 

While ADK declined to comment on the monetary value of the acquisition, an agency's spokesperson told MARKETING-INTERACTIVE that the partnership will accelerate both agencies' commitments to drive outcome-focused digital marketing and advertising campaigns for its clients. At the same time, it also allows ADK an opportunity to make an entry into the India and Australia markets, which the agency considers to be the two fastest-growing markets in the APAC region. 

"The biggest and most exciting change is the potential and ability for our clients to stretch their marketing dollars efficiently in future campaigns. As part of our extended solution portfolio, ADK will now be able to offer user experience design, website development, and eCommerce and cross-platform technology solutions inhouse," said ADK's spokesperson. Combined with its current technology and data analytics tools, and content storytelling expertise, ADK is now able to conceptualise more precise messaging and tactics to effectively engage audiences, the spokesperson added. 

With the acquisition of Rage Communications, ADK global operations' CEO, Yasuyuki Katagi (pictured right) said that the agency will now immediately gain traction at a brand consultancy level, providing a  strong starting point for further growth in these key markets. We are also extremely excited at the collaboration opportunities to supercharge growth for our clients together. The new ADK Rage will offer clients with differentiated industry expertise, unparalleled partnerships, unique intellectual property, a full-service digital innovation offering and compelling scale," Katagi explained. 

Meanwhile, Rao and Kumar said the partnership opens new horizons in a rapidly changing global economy. "Our two companies share the same vision in the digital transformation of businesses and their interactions with consumers. It is our hope that our combined strengths will add greater value to our existing clients and reach out to the larger marketing community around the world," said Rao and Kumar. Both of them also added that the acquisition represented substantial opportunities for its respective staffs to work together in an increasing technology-led multicultural world. 

Since 2020, ADK rebranded its Singapore subsidiary business to ADK Connect Singapore, with Takayuki Osaki helming the CEO role. According to the agency, ADK Connect started out as a sub-brand within the ADK network with the focus on providing digital-first capabilities to meet the growing demands of its clients. The rebranding also signalled a deliberate acceleration in its focus and investment in the latest digital and ad tech solutions. "This will be our key identifier, together with our results-proven creative and communications teams. We believe that this fresh approach, with transparency and accountability, will address the increasing issue of ‘black box’ situations that brands face," said Osaki at that time. 

Just today, Far East Hospitality has reappointed ADK Connect Singapore for the sixth consecutive year. With this reappointment, the agency will oversee PR duties, social media strategy and management and content planning for Far East Hospitality's corporate accounts. Ernawati Setjio, head of marketing communications, Far East Hospitality said that having an invaluable strategic partner that understands its goals and internal processes was an integral decision to continue its partnership with the ADK Connect team. "In the last two years, Far East Hospitality had continued with our expansion plan of five hotels in Singapore and regionally, while battling the challenges brought about by the pandemic. During this period, we worked closely with the ADK team to restructure our storytelling approach, and our efforts have resulted in an increase in FEH’s brand exposure," she added.

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