The World: Tokyo - Japanese ad agencies to launch joint venture

Dentsu and Asatsu-DK, respectively the largest and third-largest advertising agencies in Japan, are to establish a joint venture, Drill Inc, to develop campaigns that combine creative and media planning and collaborate with both traditional and non-traditional forms of media.

Unlike traditional Japanese advertising agencies, Drill will employ creative teams alongside staff from media planning, strategy, PR and digital departments.

Employees will be drawn from both Dentsu and Asatsu. The company will be headed by Kotaro Sugiyama (pictured), a Denstu creative director who has latterly been running the agency's interactive communications division.

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