ADK rebrands regional biz, launches new company in Indonesia

Advertising agency Asatsu-DK (ADK) Holdings has rebranded its Singapore subsidiary business to ADK Connect Singapore, and launched a new company in Indonesia under the name ADK Connect Emotions Indonesia. ADK has also appointed Takayuki Osaki (pictured left) as CEO of ADK Connect Singapore, and Takeshi Nishio (pictured right) as managing director/COO of ADK Connect Emotions Indonesia and Asatsu-DK Malaysia.

In a statement to Marketing, Osaki said ADK Connect started out as sub-brand within the ADK network with the focus on providing digital-first capabilities to meet the growing demands of its clients. He added that the rebranding signals 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," Osaki said. 

Osaki also told Marketing that the new company launch in Indonesia is part of its multi-market growth strategy. ADK currently has a footprint across Asia including countries such as Singapore, Malaysia, Vietnam, China, Hong Kong, and Taiwan. According to Osaki, Indonesia is one of the largest consumer markets and presents "exciting opportunities with unique consumer priorities" that need to be met.

"Our content IP and advertising business has seen a healthy upward growth over past years. With good relationships with key business leaders and scalable offerings, we are confident on winning Indonesia over the next few quarters," he added. 

Osaki said that ADK Connect aims to help its clients close the full funnel, from connecting with consumers’ first impressions to a complete brand engagement. "We term this as a direct-to-consumer (D2C) approach," he said, adding that the agency does this by marrying its data knowledge with digital-first solutions, which drives a seamless circle of consumer engagement, activation and delight. 

ADK Connect, ADK's performance marketing arm, was launched earlier in Asia in January this year. According to a press release then, ADK Connect provides integrated end-to-end digital solutions, using data analytics to empower creative planning and performance campaigns. ADK Connect was said to initially be embedded in ADK’s Singapore, Bangkok, Shanghai, Guangzhou, Hong Kong, Taipei and Vietnam offices, and will expand to the entire network within 12 months.

According to its official website, ADK Connect has provided its service across various categories such as retail, finance, auto, travel and FMCG. Some of its clients include KFC Vietnam, LG Vietnam, Darlie, and BMW.

Related articles:
ADK versus WPP: A breakdown of the statements exchanged so far
WPP agrees to sell ADK shares to Bain Capital
Equity firm Bain Capital expresses interest in buying WPP ad agency ADK