The deal will provide Ketchum's clients with access to Hakuhodo’s PR services in Japan, a country which the Omnicom Group agency has yet to enter.
Clients of Hakuhodo, the world’s eighth-largest marketing communications firm, will likewise be able to access Ketchum’s PR network outside Japan.
Jon Higgins, senior partner with responsibility for international operations, will lead the alliance from the Ketchum side. He will focus on building the relationship between Hakuhodo and Ketchum’s neighbouring Greater China operations, and Ketchum’s affiliate in Australia and Singapore, Icon International Communications.
‘Ketchum’s partnership with Hakuhodo will provide our clients with deep local market insight and expertise in Japan and a professional approach that harmonises extremely well with Ketchum,’ said Ketchum senior partner and CEO Raymond L Kotcher.