VML & Ogilvy Japan, a WPP company unifying the VML and Ogilvy brands under a single management structure, has announced the appointment of Joshua Goodall and Asuka Yokota as Co-Chief Executive Officers, effective April 1, 2025. Headquartered in Shibuya-ku, Tokyo, the agency aims to strengthen client partnerships and accelerate business growth through this leadership transition.
In their new roles, Goodall will focus on finance and legal affairs, enhancing the agency’s operational efficiency, while Yokota will spearhead client relationship management, human resources, and cultural initiatives. Their combined expertise is expected to drive a more integrated and agile approach to business expansion.
Meanwhile, current CEO Ichiro Ota will transition into a dual role as Chairman of VML & Ogilvy Japan and Chief Growth Officer for WPP in Japan. All three leaders will continue to serve on WPP’s Executive Leadership Committee in Japan, shaping the group’s broader strategic vision and market positioning.
Speaking about it, Ichiro Ota, CEO, said, “We have consistently focused on how we can contribute to our clients’ growth in Japan through marketing, experience, and commerce utilizing data and technology. VML & Ogilvy Japan’s development to date is a testament to the talent and daily efforts of our employees, the extensive knowledge and resources of the VML and Ogilvy networks, and the support and guidance of our valued clients. I am deeply grateful for all of this. I am confident that Joshua and Asuka will further accelerate the momentum that the team has built.”
Commenting on it, Kyoko Matsushita, CEO of WPP in Japan, said, “Under Ota’s leadership over the past 10 years, VML & Ogilvy Japan has undergone a significant transformation and has grown into one of the largest agencies within WPP in Japan. The strong and diverse team he has built enables employees to consistently deliver outstanding quality work. We are grateful for his dedication and look forward to his contributions to the growth of WPP’s overall business 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.”
“Stepping into a wider remit across VML & Ogilvy Japan to lead a such a high caliber team is a privilege. Building upon the strength of our client partnerships fostered in recent years with the expertise of our team means we’re well placed to continue to drive client growth in a time of rapid industry change. I’m excited at we can achieve for our existing and emerging clients through our focus on growth acceleration, experience design and technology enablement with the full backing of both the VML, Ogilvy and WPP,” said Joshua Goodall.
“Through my experiences abroad, I have gained deep insights into the current state of Japan and its agencies. “As globalization 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,” said Asuka Yokota.
