SG independent agency Sparkline gets acquired by Japanese digital agency

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Ayudante, the Japan-based digital marketing and digital measurement agency has acquired Sparkline, a Singapore-based independent digital marketing business. The names of the respective companies will not change, and the conditions of the acquisition have not been disclosed.

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Sparkline touts itself to be one of the first Google Marketing Platform (GMP) Certified Partners and Resellers in Asia, and has established a reputation for its industry-leading expertise in data utilisation consulting. Meanwhile, Ayudante, is one of the first Japanese Google Marketing Platform Certified Partner and Resellers, has been expanding its international team to support the global business expansion of its Japanese clients.

This strategic acquisition allows Ayudante to tap further into the east and Southeast Asian markets, including Singapore, which has seen a significant increase in the adoption of data analytics and digital marketing solutions. Sparkline's local expertise and established client base will enhance Ayudante's market presence, allowing it to leverage new opportunities in the region, said the agencies in a statement.

Hiroshi Yasukawa, CEO of Ayudante, said: “I am pleased to be partnered with Sparkline, which has the longest history in our business field in Singapore. Together, we aim to become the top GMP reseller in the Asia Pacific region.”

Following the acquisition, Naohiro Yamaura (pictured left), COO of Ayudante, will assume the position of Chairman of the Board at Sparkline under the new management structure.

Aleetza Senn (pictured right), CEO and founder of Sparkline, said: “Sparkline has always been about providing bespoke and agnostic analytics services to businesses using digital data for customer and marketing growth. This alignment with Ayudante is really exciting and helps us scale that vision to many more businesses in the region, especially at a time when the industry is being disrupted due to privacy regulations and change.”

Besides the Google Marketing Platform business, the collaboration will also focus on SEO across multiple languages and digital marketing. The companies’ developers will also work together to enhance data development, automation related to tags, and digital marketing services in the era of GenAI. This move is in line with the growing trend in Singapore, where businesses are increasingly relying on sophisticated data analytics and automation to stay competitive.

The acquisition of Sparkline by Ayudante highlights the growing trend of multinational companies investing in Singapore's vibrant tech ecosystem. With robust information technology infrastructure and strong global connectivity, Singapore is becoming a hub for data analytics and digital services.

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