DDB Mudra and Chuo Senko Mutually Agree to Split Ways

When Chuo Senko started out in Tokyo in 1953, little did we know that we would someday become one of the longest thriving advertising agencies in Asia. Our Bangkok office, listed on the Thai Stock Exchange, celebrated its 50th Anniversary already two years ago. We now have offices across the region in Indonesia, Vietnam, the Philippians, Myanmar, Cambodia, as well of course, India. One of the benefits of being around for so long is that when we say we invest in relationships, long-term relationships, it means something.

 In Thailand, we have been working with Honda Motorcycles developing their mainline and below-the-line advertising including their retail development for over the last 50 years now. When Honda Motorcycles first entered the market in Thailand in the 1960s, their market share was understandably minimal, however, through their hard work and innovative products and our help in expanding and developing their dealer network, expanding the brand throughout the country and promoting it successfully to their core audience, we are proud to say that Honda Motorcycles enjoys a 79% market share in Thailand today. This what can happen when brands and agencies partner for the long-term and is one of our finest case studies. However, Honda isn’t the only brand we have been working with for a long time. Ajinomoto, a Japanese food conglomerate with annual sales of close to USD 10 billion, Mandom, the maker of Gatsby personal care products, and Hitachi are just a few names we have been working with for over 10 years each. Our strategy in each market is to be a “Glocal” company – one globally minded but which acts locally. In that sense, the people element, the unique team we staff each office with brings with them a wealth of expertise and understanding of each market and it is our job to find the right mix of international expertise with country/region specific on-ground know-how.

In India we are gradually finding that mix, the right combination to make magic happen. Chuo Senko Advertising India started in India in the first half of 2013 as a full-service advertising agency, partnering with the DDB Mudra Group and getting our bearings in India. From mid-year 2014 we started hiring for our team and things really started kicking off from the last quarter of 2014 with some big wins for us including work for Daikin Airconditioning India, Panasonic India, Triumph Motorbikes, Woolmark and the Korean Cultural Centre India (part of the Embassy of the Republic of Korea).

Earlier this year, the Chuo Senko Group and the DDB Mudra Group mutually decided to part ways in the joint venture they setup in 2013.  However, in recognition of the growth opportunities and potential the India market offers, Chuo Senko is now investing aggressively in expanding capabilities and additional capacity in Chuo Senko Advertising India. We expect 2015 to be our best year yet and 2016 to be many times better. It takes time to find the right mix of people, product and place, and it is a very exciting time for us as we get closer to that sweet spot each day.  


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