WPP has appointed Kyoko Matsushita as CEO in Japan. In this new role, Kyoko will be responsible for WPP’s business in this Asian country, strengthening its collective capabilities and bringing together people and resources on behalf of clients.
She is currently Chief Executive Officer for Essence Global, WPP’s global data and measurement-driven full-service media agency, with 23 offices in 12 countries.
This appointment means her return to Asia. She will be based in Tokyo, after a transition for the merged EssenceMediacom business to prepare for its launch by 2023.This integration operation has been also announced today.
Mark Read, CEO of WPP, said: “Kyoko’s experience and work at the leading edge of technology and her appreciation for building a strong culture make her the perfect leader for our WPP business in Japan. She is highly respected across our industry, and her return to the Asia Pacific region follows a period of great success as CEO of Essence. I have no doubt she will unlock new opportunities for our people and clients in the world’s third-largest economy.”
Kyoko Matsushita said: “It’s the opportunity of a lifetime to serve as WPP’s CEO in a country with so much growth potential for us and the industry. Japan is close to my heart, and the chance to lead the WPP business in a market with tremendous opportunity for us is a real honour.”
From first CEO of Essence for APAC region to CEO of the whole Group in Japan
Kyoko Matsushita joined Essence in 2014 as the first CEO of the APAC region. This appointment means her return to Asia. She will be based in Tokyo, after a transition period while the merged EssenceMediacom business, announced at the same time as her appointment, prepares for its launch.
She is a highly regarded Japanese leader with significant Asia Pacific, gaming and technology experience, and is well-positioned to lead growth and innovation in Japan for WPP. Before being named Essence Global’s CEO, Kyoko served as the agency’s first Global Chief Client Officer, leading the Client Services practice, client satisfaction, and organic and new business growth.
As CEO for Essence in APAC, Kyoko Matsuhisha oversaw the management of 11 offices in the region and established Essence’s presence in Beijing, Bengaluru, Delhi, Jakarta, Melbourne, Mumbai, Seoul, Shanghai, Sydney and Tokyo. She previously led marketing and communications at Sony Europe and all marketing for online games at Electronic Arts in EMEA and APAC.
Japan, a central market for WPP in the APAC region
As the world’s third-largest economy, Japan plays a vital role for WPP in the region and globally. Japan is a $51bn advertising market, ranked third after the USA and China and the fourth largest market globally for ecommerce.
WPP companies operating in Japan include AKQA, BCW, Essence, Finsbury Glover Hering, Grey, GroupM, Hogarth, Landor & Fitch, MediaCom, Mindshare, Ogilvy, VMLY&R, Verticurl, Wavemaker, Wunderman Thompson and Xaxis. WPP has nearly 1,000 people in Japan, where its clients include Amazon, Dell Technologies, Gilead Sciences, Google, IBM, Mars, Mitsubishi, Mondelez, Nestlé, Pfizer, P&G, Sony, Toyota, Uber and others.