Joshua Goodall and Asuka Yokota elevated to Co-CEOs at VML & Ogilvy Japan: Current CEO Ichiro Ota takes on role as Chairman

VML & Ogilvy Japan, a WPP company operating the VML and Ogilvy brands in Japan under one management structure, has appointed Joshua Goodall, Managing Director, and Asuka Yokota, Managing Director, as Co-Chief Executive Officers (Co-CEOs), effective 1 April, 2025.

Goodall will be responsible for enhancing capabilities with direct oversight of finance and legal affairs, while Yokota will focus on cultivating client relationships while also leading initiatives related to human resources and culture. Current CEO, Ichiro Ota will assume the dual role of Chairman of VML & Ogilvy Japan and Chief Growth Officer for WPP in Japan, effective the same date. All three will continue to participate in the overall management and growth of WPP in Japan as members of the WPP Executive Leadership Committee in Japan.

With these leadership changes, VML & Ogilvy Japan continues to solidify its position as a global marketing transformation leader by showcasing its expertise in brand communications as well as customer experience and commerce to clients.

Ota said: “We have consistently focused on how we can contribute to our clients’ growth in Japan through marketing, experience, and commerce utilizing data and technology. VML & Ogilvy Japan’s development to date is a testament to the talent and daily efforts of our employees, the extensive knowledge and resources of the VML and Ogilvy networks, and the support and guidance of our valued clients. I am deeply grateful for all of this. I am confident that Joshua and Asuka will further accelerate the momentum that the team has built.”

Kyoko Matsushita, CEO of WPP in Japan, said: “Under Ota’s leadership over the past 10 years, VML & Ogilvy Japan has undergone a significant transformation and has grown into one of the largest agencies within WPP in Japan. The strong and diverse team he has built enables employees to consistently deliver outstanding quality work. We are grateful for his dedication and look forward to his contributions to the growth of WPP’s overall business as Chairman of VML & Ogilvy Japan and Chief Growth Officer of WPP in Japan.”

“I am also excited to see Joshua, with his proven track record of driving success for both Japanese and global clients at VML & Ogilvy Japan and Wunderman Thompson Tokyo, and Asuka, with her extensive experience in international agency business in Singapore and the UK, lead the new leadership team as Co-CEOs. Their combined expertise will be invaluable in guiding domestic and international brands into the new world of marketing.”

Goodall said: ” Stepping into a wider remit across VML & Ogilvy Japan to lead a such a high caliber team is a privilege. Building upon the strength of our client partnerships fostered in recent years with the expertise of our team means we’re well placed to continue to drive client growth in a time of rapid industry change. I’m excited at we can achieve for our existing and emerging clients through our focus on growth acceleration, experience design and technology enablement with the full backing of both the VML, Ogilvy and WPP.”

Yokota added: “Through my experiences abroad, I have gained deep insights into the current state of Japan and its agencies. As globalization becomes inevitable, we must embrace change as an opportunity and build new business models. Leveraging our unique strength as a global network agency, I will work alongside Joshua to pave the way for the future, striving to be a powerful partner that strongly supports the global expansion of both global and Japanese clients.”