NEWS: Top Japanese shop teams with Simons Palmer for one year

Simons Palmer has revealed that it is teaming up with Japan’s fourth largest agency, Asatsu, for a 12-month period to ‘explore potential collaboration’ between London and Tokyo.

Simons Palmer has revealed that it is teaming up with Japan’s fourth

largest agency, Asatsu, for a 12-month period to ‘explore potential

collaboration’ between London and Tokyo.



The announcement, which comes after 18 months of extensive talks, ends

months of speculation about a possible deal between the two.



It is understood that Asatsu was initially interested in buying Simons

Palmer outright, but the London agency was not interested in selling.

However, a financial tie-up has not been ruled out in the future, should

the 12-month partnership prove fruitful.



The two are calling the deal an ‘exclusivity agreement’, meaning that

neither agency will work with another shop in London or Japan. Beyond

the 12 months, however, there is no commitment.



Paul Simons, chairman of Simons Palmer, commented: ‘Asatsu has been

looking to forge a relationship in London for sometime. This is the

intelligent and wise thing to do, to see if there is anything in this

for either party. It could be that we are poles apart, but it is better

to find that out rather than rush into anything serious.’



The move by Asatsu, which bills around pounds 1 billion in Japan and is

part-owned by BBDO, is a continuation of its European expansion efforts.



Simons added: ‘There is a very interesting future in East/West

alliances. Japan is great at building brand icons. The UK is great at

building communication icons. The combination could produce powerful

global properties.’



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