Omnicom launches Fuse Japan branded content unit

I&S BBDO says it has a long history of working through sports events in Japan, and the partnership will help it to reinforce those services to its brand clients. It will be able to add more entertainment, cultural and academic content to its marketing efforts.

Ben Flint, head of Fuse Asia-Pacific, said the partnership would be an important one in the face of the expected economic turbulence in 2012. “I am delighted that we have found great partners in I&S BBDO with whom to create Fuse Japan," he said. "Japan is one of the biggest sponsorship and branded content markets in Asia, and I look forward to taking all our clients beyond advertising into truly innovative communication channels.”

Kazutoyo Kato, president and CEO of I&S BBDO said, “The establishment of Fuse Japan will bring together I&S BBDO's experience within the local network and Fuse's capability of content and sponsorship development, and measurement knowhow. I am convinced that it will bring to our clients in Japan and Asia a new approach to more creative brand communications and content.”

Fuse Japan will be led by Yoshiaki Totsune, senior executive director of I&S BBDO and managed by Shinichi Miyazaki, executive director of the agency's event and contents group.