WPP invests in 88rising to reach Asian millennial market

WPP has announced that it has invested in New York-based 88rising, a digital media company that creates content catered towards Asian millennials.

88rising has branded and sponsored content deals with companies including Maybelline, Adidas and Revolve. According to WPP, the agency has produced roughly 500 hours of original content that has generated more than 80 million total video views on YouTube and Facebook, with more than half of 88rising’s 16-34-year-old viewers in the Asia Pacific region.

Sean Miyashiro, founder of 88rising, told Forbes last year that “people are likening us to an Asian Vice in terms of content quality.”

“In a nutshell, we want to be, and I think we are going to be, a very important media company in the world for years to come. We are clearly filling a void, which is a pan-Asian, East-meets-West approach. I think we’re doing it in a very creative and cool way,” he said.

The agency, which has an office in Los Angeles and plans to open another in Shanghai, employs approximately 15 employees. In a statement, WPP said that “the investment continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content.”

Last year, WPP acquired a minority interest in Mitú, an online Hispanic-focused digital content creator and media company that caters to young Latino audiences in the US and Latin America. The holding company also recently made an investment in Uproxx Media, a digital media company that targets the male millennial market in the US.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.