ADK / Asatsu-DK (Japan)

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Japan's third largest agency ADK (or Asatsu-DK) still trails behind leaders Dentsu and Hakuhodo. Original core agency Asatsu closed the gap a little as a result of a 1999 takeover of Dai-Ichi Kikaku, then the #7 agency, now the DK in ADK. Shortly afterwards, the company forged a strategic alliance with UK-based marketing services giant WPP. That ongoing relationship makes ADK arguably the most Western-leaning Japanese agency after Dentsu, even if the partnership is restricted to Asian markets. ADK still has only a minimal direct presence in developed Western markets. Yet in a dramatic turn of events in 2017, ADK gave its backing to a private equity buyout and gave notice that it wishes to sever its 20-year partnership with WPP.

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 7th Dec 2017: Private equity fund Bain Capital announced victory in its bid to acquire Japan's third-largest marketing group ADK. Leading shareholder WPP, which had originally opposed the buyout, reversed its position two weeks ago and agreed to tender its own near-25% stake. That appears to have prompted other minority shareholders to follow suit and accept Bain's terms, which valued ADK at $1.4bn. By close of play yesterday, Bain had accumulated 87% of ADK's equity. "Today’s successful tender offer close is an important milestone in ADK’s growth story," said ADK CEO Shinichi Ueno. "We are confident that Bain Capital is the right partner to take us through this next phase of transformation."

Adbrands Weekly Update 23rd November 2017: In a surprise turnaround, WPP has abruptly withdrawn its objections to a private buyout of Japanese marketing group ADK by Bain Capital, despite several weeks of outspoken objections to any such proposal. WPP had even initiated legal proceedings against ADK to block the proposed break-up of their two-decade partnership. Yet despite the tough talks over the past few weeks, WPP has now, seemingly overnight, agreed to accept the buyout at the original price offered by Bain of around $33 per share. It had previously said that price undervalued ADK. According to Bain, the two sides are even in talks over the possibility of WPP taking a fresh minority holding in a new entity controlling ADK. Bain's offer - and WPP's acceptance of it - are conditional upon acceptance by a majority of shareholders. WPP has agreed to surrender its own 24.9% holding. No reason was given for the volte-face, but it may have something to do with WPP's own sagging market valuation. Its stock price has been in steep decline following a series of disappointing quarterly results. From an all-time high in March, WPP's shares have slumped to a three-year low.

Adbrands Weekly Update 5th Oct 2017: Private equity fund Bain Capital launched a surprise bid for Japan's third-largest advertising agency, Asatsu-DK. The offer values the publicly quoted agency at around $1.5bn, roughly 15% above its pre-announcement market value, and has the full support of ADK's board. CEO Shinichi Ueno said “In collaboration with Bain Capital, we will set a course towards bold structural reforms and growth strategies that will help us to enhance our competitiveness and to expand our market share, both in Japan and overseas." However, the deal doesn't appear to be supported by ADK's biggest shareholder WPP, which holds around 25% of equity to anchor a 20-year global partnership between the two groups. However, the Japanese group says the two companies now disagree on strategy, and that it hopes to unwind their partnership. It said that relationship now plays "less of a strategic role in the company’s ongoing development, and has not materially contributed to the profits of the business". Several media outlets quoted "people close to WPP" who suggested that the offer "serious undervalues" ADK's second largest shareholder Silchester International Investors, with 17%, also said the deal is too cheap. Bain's offer is contingent on it accumulating at least a majority of ADK's shares. The markets are betting it will have to raise its price to get there: ADK's shares have soared by more than 20% following the announcement, pushing the group's valuation to around 5% above Bain's offer.

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The Adbrands Company Profile of Asatsu summarises the agency's history and current operations. Subscribers may access the following website links:

ADK website


ADK Global Eiken
DA Search&link Drill


ADK Europe ADK America

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