Tokyo, Japan – March 25, 2025: VML & Ogilvy Japan, a WPP agency uniting the VML and Ogilvy brands under one leadership structure, has announced the appointment of Joshua Goodall and Asuka Yokota as Co-Chief Executive Officers, effective April 1, 2025. This leadership transition is aimed at strengthening key client relationships and driving business growth.
Goodall will focus on finance and legal operations, enhancing the agency’s overall efficiency, while Yokota will lead client relationship management, as well as human resources and cultural initiatives. Outgoing CEO Ichiro Ota will take on a dual role as Chairman of VML & Ogilvy Japan and Chief Growth Officer for WPP Japan.
All three executives will remain part of the WPP Executive Leadership Committee in Japan, contributing to the strategic direction of the organization.
Reflecting on the agency’s evolution, Ota stated:
“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.”
Kyoko Matsushita, CEO of WPP Japan, praised Ota’s leadership:
“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.”
She also expressed enthusiasm for the new leadership team:
“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.”
Goodall shared his vision for the agency:
“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.”
Yokota echoed his sentiments, emphasizing the agency’s global perspective:
“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.”
With this new leadership structure, VML & Ogilvy Japan is poised to further its reputation as a strategic partner for brands looking to thrive in an evolving marketing landscape.
Read more: Edelman Elevates Bhavna Jagtiani to India CEO, Kunal Arora to MD Digital & APAC Lead
