Hakuhodo DY Holdings teams up with GrabAds to accelerate omni-channel marketing in Southeast Asia

Hakuhodo DY Holdings announced a partnership with GrabAds, the advertising division of Grab, to assist clients in leveraging the power of omnichannel marketing through Grab's solutions.

Both companies plan to work together to co-develop meaningful and innovative online-to-offline (O2O) campaigns to better engage consumers in Southeast Asia.

Grab is Southeast Asia's top superapp for delivery, mobility, and financial services. The multi-year partnership will enable clients of Hakuhodo DY Group companies to access GrabAds' first-party data insights on shifting Southeast Asian sei-katsu-sha[1] tastes and behaviors, as well as its expertise in driving full-funnel conversion via GrabCar, GrabFood, GrabMart, and GrabPay.

Since 2018, Hakuhodo DY Group companies and GrabAds have collaborated to create multiple award-winning superapp campaigns that demonstrate the value of combining large online reach with strong offline brand experiences. This collaboration aided the client in securing significant prizes, including the Best Omni-Channel Campaign in APAC at The Drum Awards for Digital Advertising 2021, the PR Award Grand Prix, and the MMA Smarties APAC.

Masato Aoki, Corporate Officer at Hakuhodo DY Holdings Inc. said: “Hakuhodo DY Group and Grab Group have been supporting clients’ advertising and marketing activities, and executing R&D activities and PoC (Proof-of-Concept) projects for innovative solutions from 2018.

We are very pleased to be the first Japanese advertising company to sign a regional multi-year partnership with Grab. According to a recent survey, 80% of Southeast Asia’s senior marketers are planning to increase ads distribution on the Superapp platforms in 2022. We are confident that this partnership will contribute to the growth of both groups in the business domains of marketing service and advertising.

Ken Mandel, Regional Managing Director and Head of GrabAds and Brand Insights, said: “Hakuhodo DY Holdings emphasizes the importance of a 360-degree perspective on consumers’ lives. Sei-katsu-sha Insight is the foundation of the company’s brand building philosophy. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats and distinct tastes and lifestyles. We are delighted to be teaming up to help Hakuhodo DY Group’s clients more deeply understand superlocal behaviors, trends and tastes across Southeast Asia and harness the power of superapp advertising to accelerate omni-channel marketing in this region.”

Hakuhodo DY Group will do its best to serve as a bridge and a window between Southeast Asian communities, companies, and people and those in Japan.”

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