Strategic Investment Catering to the Asian Millennial Market
88rising has branded and sponsored content deals with companies such as adidas, Maybelline and Revolve, an online fashion and cosmetics retailer. Founded in 2015, it employs approximately 15 people in its New York and Los Angeles offices with plans to open in Shanghai.
A multi platform digital media company that focuses on content about Asia and Asian culture, it has produced over 500 hours of original content that has generated over 80 million total video views on Facebook and YouTube. More than half of 88rising’s 16 to 34 years old viewers are in the Asia Pacific region.
The investment continues WPP‘s strategy of focusing on three key areas that differentiate the Group’s offering to clients which is technology, data and content. The Group has invested in multiple specialised digital content companies like Russell Simmons’ All Def Digital, a leader in producing and distributing music and digital content for the important to reach, urban centric youth culture and Refinery29, a leading fashion and lifestyle media company that provides content, shopping solutions and social networking opportunities in the fashion, shopping and beauty categories targeted towards millennial women. WPP has also invested in Woven Digital, which creates content for the millennial male market in the U.S. and Mitú, the digital media company focused on developing content for Latino youth in the U.S. and worldwide. The Group has also strategic investments in Fullscreen, Indigenous Media, Imagina, MRC and VICE.
WPP’s digital assets also include companies such as Acceleration, Cognifide , Conexance , Salmon and Hogarth. WPP also has investments in innovative technology services companies such as Globant and Mutual Mobile, as well as ad technology companies such as AppNexus, comScore, Domo, mySupermarket, Percolate and ScrollMotion.
WPP’s roster of wholly owned digital agencies include AKQA, Blue State Digital, Essence, F. Biz, Mirum, POSSIBLE, Triad Retail Media, VML and Wunderman.