TOKYO: Waggener Edstrom plans to open its first Japan office this year and has hired a Starbucks communications executive to lead its market strategy there.
Soon Beng Yeap, former international communications and reputation management director at Starbucks, is joining Wag Ed as an SVP and will oversee the agency's expansion into Japan.
The move into Japan follows Wag Ed's entry into Asia-Pacific last year with the acquisition of Shout Holdings Limited, Hong Kong, a four-year-old internet-focused agency with more than 30 employees.
David Ko, Asia-Pacific MD, said the agency moved into Asia-Pacific in response to growing client demand.
"This is where our clients want us to go," said Ko, who founded Shout. "To provide a global offering to our clients, we need to have a presence in Japan."
Wag Ed's Asia-Pacific clients include Microsoft, Samsung, and Juniper Networks. With the Tokyo location, Wag Ed will have four offices in Asia, including Hong Kong, Singapore, and Beijing.