VML & Ogilvy Japan names co-CEOs

VML & Ogilvy, which operates under one management structure in Japan, have promoted Joshua Goodall and Asuka Yokota to the role of co-CEOs. The split in their remits sees Goodall directly responsible for finance and legal affairs as well as being tasked with enhancing the agency's capabilities. Yokota will focus on cultivating client relationships and lead initiatives in HR and culture.

Former CEO Ichiro Ota has now been given the dual role of chairman of VML & Ogilvy Japan and chief growth officer for WPP Japan. The changes are effective April 1, 2025.

Goodall was most recently MD of VML & Ogilvy Japan. Previously, he was at Media Monks and prior to that, he was at Wunderman Thompson where he oversaw the merger of J Walter Thompson and Wunderman in Tokyo. He has extensive agency experience across Australia and Japan having worked at networks like Leo Burnett and CHEP.

Yokota joined VML & Ogilvy Japan in July last year as MD, having moved from EssenceMediacom Japan as VP of client services. She also had an almost decade-long stint at Interbrand, working across Japan and Singapore.

Commenting on the changes, Ota said, “We have consistently focused on how we can contribute to our clients' growth in Japan through marketing, experience, and commerce utilising data and technology. I am confident that Joshua and Asuka will further accelerate the momentum that the team has built."

Kyoko Matsushita, CEO of WPP in Japan, added, "The strong and diverse team that Ota has built enables employees to consistently deliver outstanding quality work. We are grateful for his dedication and look forward to his contributions as chairman of VML & Ogilvy Japan and chief growth officer of WPP in Japan. I am also excited to see Joshua, with his proven track record of driving success for both Japanese and global clients at VML & Ogilvy Japan and Wunderman Thompson Tokyo, and Asuka, with her extensive experience in international agency business in Singapore and the UK, lead the new leadership team as Co-CEOs. Their combined expertise will be invaluable in guiding domestic and international brands into the new world of marketing."

Yokota said, “Through my experiences abroad, I have gained deep insights into the current state of Japan and its agencies. As globalisation becomes inevitable, we must embrace change as an opportunity and build new business models. Leveraging our unique strength as a global network agency, I will work alongside Joshua to pave the way for the future, striving to be a powerful partner that strongly supports the global expansion of both global and Japanese clients."

Goodall commented, " Stepping into a wider remit across VML & Ogilvy Japan to lead  such a high calibre team is a privilege. Building upon the strength of our client partnerships fostered in recent years with the expertise of our team means we are well placed to continue to drive client growth in a time of rapid industry change.”