ADK and Stagwell deepen global ties in three-year partnership

ADK Holdings and Stagwell are deepening their relationship with a three-year strategic business partnership aimed at helping Japanese brands and intellectual property (IP) expand globally, while supporting international brands looking to grow in Japan.

The agreement builds on a memorandum of understanding signed by the two companies in July 2025, under which they spent approximately a year working together on joint projects. These included supporting the overseas expansion of Japanese corporate clients and taking Japan-originated IP into global markets.

The new master agreement moves the relationship from project-based cooperation to a longer-term strategic framework, combining ADK's capabilities and market knowledge in Japan with Stagwell's global network, technology, data and marketing capabilities.

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A key focus will be expanding Japanese IP internationally, beginning with North America. The companies will work together on the overseas expansion of Japanese IP, drawing on ADK's IP and marketing operations and Stagwell's data, analytics and agency network in the US.

The partnership will also focus on global and multinational brands entering or expanding in Japan, with the two companies working together to develop marketing strategies and support their operations in the market.

Beyond these areas, ADK and Stagwell will continue working with Japanese companies targeting international markets and explore the shared use of data, tools and other marketing solutions across their respective networks. The agreement also covers the allocation of resources and personnel exchanges between the two companies as part of the three-year collaboration.

Masato Suematsu, executive officer, global marketing at ADK Marketing Solutions, said the companies had spent the past year building a track record together in Japan and overseas, giving them the confidence to deepen the relationship.

He added that integrating Stagwell's global network, technology and data analytics capabilities with ADK's expertise would strengthen their ability to support the global expansion of Japanese IP and companies, as well as international brands seeking growth in Japan.

Meanwhile, Randy Duax, managing director, Stagwell Asia Pacific, said the partnership differs from many industry tie-ups because the two companies have already spent a year testing their collaboration.

"ADK brings an unmatched understanding of Japan, its consumers and its IP ecosystem, while Stagwell brings a global network built to transform marketing through AI, connecting world-class talent with technology, data and specialist expertise," said Duax.

"Together, we have a unique ability to help Japanese brands and IP become truly global, while helping the world's leading brands win in Japan. We've built the foundation. Now we're ready to scale," he added.

The partnership comes as Stagwell continues to reshape its global offering. Earlier this month, the network unveiled Stagwell Media, a new global media agency built on an agile, integrated model powered by its agentic technology platform, Machine OS.

Built on the foundation of Assembly, Stagwell Media combines the agency's performance marketing and ecosystem expertise with artificial intelligence. At the time, Stagwell chairman and CEO Mark Penn said the new agency was designed to help brands adapt faster, reach audiences more effectively and drive growth as agentic systems increasingly influence consumer discovery, recommendation and activation.

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