Pico subsidiary teams up with Japanese entertainment group

TBA, a full-service creative brand activation agency under the Pico Group, has formed an alliance with Empire Entertainment Japan K. K. and Empire Entertainment, brand experience and entertainment groups based in Tokyo and New York City respectively.

The alliance will bring together the strengths of both companies with a particular emphasis on the Tokyo Olympics 2020.

Because TBA has had a long line of sports activation projects in its catalogue, the partnership will mean the logistics abilities, resources and network of the Pico Group will combine with Empire’s expertise in live and broadcast events, experience design, creative-driven activations, talent management, and event tech.

The partnership will also help sponsors and corporates realise this aim through hospitality- and technology-based services, which will include recognition technologies and data intelligence. These will deliver customised content experiences and post-games engagement.

During the bidding process, the Tokyo Organising Committee of the Olympic and Paralympic Games (TOCOG) said that their aim was to use the Tokyo 2020 Olympics as a showcase for Japanese technology, with many sponsors investing in innovation in the lead up to the event.

“Working closely with Empire will allow us to deliver optimal services for both Japanese clients and clients seeking to activate in Japan through Empire’s deep understanding of Japanese culture, intimate local knowledge, and access to locations and resources,” said Gregory Crandall, director of brand engagement, Pico+ and TBA Hong Kong.

Pico has provided infrastructure, sponsorship and hospitality, torch relay logistics and other event management services for eight Olympics Games since 2000.