Always China + ADK Japan launch joint venture

Always Marketing Services, one of the largest field and shopper marketing agencies in China, has established a joint venture company called A2 with Asatsu-DK, Japan’s third-largest full service advertising agency, to service the growing number of Japanese companies that want to connect with Chinese consumers.Always, A WPP company, will hold a majority stake in A2, and ADK, which is an WPP associate company, will hold a minority share.

Japanese brands have seen continued growth in the Chinese market in the last few years by expanding promotional sales areas from tier 1 to tier 3-5 cities. In the midst of business expansion from China’s coastal to inner regions, the establishment of ADK and Always’ new company will increase the range of communication support and below the line advertising services provided to clients.

“We are very pleased to partner with ADK to explore this potential market. With ADK’s in-depth knowledge of Japanese business, and the unmatched national coverage and expertise of Always, this combination will be a very powerful offering to Japanese clients,” said Barry Leung, President of Always.

Always offers trade marketing, including merchandiser management and retail audit; retail marketing, including promoter management and in-store activation; as well as shopper marketing, including activation strategy planning, retail environment design, events and road shows.  In China, Always has central offices in five major cities, branches in 120 other cities and a nationwide support network that covers over 600 cities. The company’s clients include Unilever, Nokia, Johnson & Johnson, Ferrero and Microsoft.