FSN ASIA-YDM Thailand Acquires US IPG Affiliate 'Merlinrow' Thailand Division

[Asia Economy Reporter Jang Hyowon] Future Stream Networks (hereinafter FSN), a comprehensive digital marketing group that announced its business vision to establish the largest digital marketing hub in the Asia region this year, has expanded its presence in Thailand following last month's acquisition of Vietnam's largest comprehensive marketing agency, 'Clever Group.'

On the 19th, FSN announced that its overseas business corporation FSN ASIA acquired the Thailand branch of ‘Mullen Lowe,’ an American advertising agency group under IPG (Interpublic Group of Companies), through its subsidiary YDM Thailand in the form of a business unit transfer. This is the second acquisition of a traditional media advertising agency following the acquisition of FCB Bangkok in 2018.

‘Mullen Lowe,’ incorporated into YDM Thailand’s business unit, is a comprehensive advertising agency responsible for marketing in the Thai market for multinational companies such as Unilever, specializing in traditional media advertising including TV and outdoor media. Established in 2008, YDM Thailand currently serves as FSN ASIA’s forward base in the Thai market. As of last year, its handled volume was approximately 28.2 billion KRW, solidifying its position as the largest digital marketing agency in the Thai market.

The company stated that as advertisers in the Thai advertising market, who have so far focused on offline marketing, are increasingly demanding online market services, they plan to strengthen competitiveness by providing integrated one-stop agency services for both online and offline advertising through the acquisition of Mullen Lowe’s Thailand business.

Choh Changhyun, CEO of FSN Asia, said, “As consumers’ media usage behavior increasingly shifts toward mobile and social media, more advertisers want to expand marketing that encompasses both online and offline based on digital marketing campaign strategies. FSN Group has been preparing for this trend early and building expertise, and through this acquisition, we expect to lay the groundwork for aggressively expanding advertisers in the offline advertising sector as well.”

This content was produced with the assistance of AI translation services.