Hakuhodo DY Holdings Partners with GrabAds Across Southeast Asia

Image via GrabAds

Hakuhodo DY Holdings has announced a partnership with GrabAds, Grab’s advertising business unit to co-develop “meaningful and innovative online-to-offline (O2O) campaigns to better engage consumers in Southeast Asia.”

The multi-year collaboration will enable Hakuhodo DY Group companies’ clients to leverage GrabAds’ first-party data insights as well as its superapp advertising expertise in driving conversions via GrabCar, GrabFood, GrabMart and GrabPay.

“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,” said Masato Aoki, Corporate Officer at Hakuhodo DY Holdings Inc.


“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, added: “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.”