International influencer marketing agency Ykone is accelerating its regional expansion through a series of strategic mergers and acquisitions. On Friday, the firm revealed a minority investment in Lateam, a creative and social media agency based in Tokyo founded by Pablo Yano. Following the deal, the entity will be rebranded as Ykone Tokyo, with Yano remaining as chief executive officer. While specific financial terms were not disclosed, Ykone stated its intention to increase its holding to a majority stake within the next few years. The new office aims to leverage Lateam's existing client portfolio while cultivating new relationships through Ykone's global network.
This move marks Ykone's entry into Japan, complementing its established operations in Hong Kong and Shanghai since 2021, as well as its presence in India following a 2024 acquisition of a 70 percent stake in the local firm Barcode. Olivier Billon, founder and CEO of Ykone, highlighted that Japan represents one of the world's most powerful influence markets where no international agency had previously established a foothold. He noted that Japanese cultural values regarding rigor, detail, and creativity align closely with Ykone's mission to create lasting cultural moments through global vision and local execution.
Simultaneously, Ykone is strengthening its position in Europe by acquiring Digital Dust, a boutique digital agency located in Milan. The founders, Federica Zucchi and Alessandra De Siena, along with CEO Matteo Zucchi and the entire team, will remain with the company post-acquisition. Founded in 2013, Digital Dust has built a reputation working with major international brands such as Lancôme, L'Oréal, Cartier, and Chopard, alongside Italian luxury houses like Pomellato and Ginori 1735. Matteo Baldi, CEO of Ykone Europe, described the acquisition as a natural strategic fit for strengthening leadership in Milan, a global hub for fashion, design, and beauty.
Ykone operates as part of One Group, a $200 million entity formed in January through the merger with creative production company Mirror Mirror. The group currently operates across 21 cities with 480 employees and has pursued an aggressive acquisition strategy in recent years. Recent activities include the September acquisition of Italia Eventi, rebranded as No Border, and investments in Swiss talent management firm Atlas Agency and Paris-based specialist The Digital Prototype. Previous deals also encompass Ykone's 2021 stake in Milan's MB New Media Agency and the subsequent acquisition of German agency Cover Communications.
Sources: WWD.