Innocean is rapidly expanding its business competitiveness in the U.S., the world's largest advertising market, by acquiring notable non-affiliated clients.
On August 31, Innocean announced that it has recently secured new clients, including the American burger brand Five Guys, the California Lottery, and the premium beauty tool brand Tweezerman.
Innocean's U.S. media subsidiary, Canvas Worldwide, has been selected as the Agency of Record (AOR) for Five Guys. Founded in 1986, Five Guys is a global burger brand with approximately 1,500 locations across the U.S.
Canvas will manage Five Guys' integrated media strategy, including media planning and buying, data analysis, and performance measurement, to support the brand's growth. The selection process recognized Canvas's extensive experience in the dining sector through its work with McDonald's.
Canvas has also been appointed as the media agency for the California Lottery, which is operated by the state government.
Additionally, Innocean's U.S. subsidiary (IUS) has brought on Tweezerman as a new client and will provide Generative Engine Optimization (GEO) services.
Tweezerman, known in South Korea as 'Twin Scissors,' is a beauty tool brand under the German premium kitchenware company Zwilling J.A. Henckels Group, and it holds a strong market position in the U.S. for beauty tweezers.
Meanwhile, Innocean's U.S. subsidiary is relocating its headquarters from Huntington Beach, California, to a new creative campus in El Segundo, near Los Angeles International Airport.
With the new headquarters, Innocean plans to enhance organic collaboration among various specialized capabilities, including creative strategy, media, data, and AI technology.
Previously, Canvas, which has offices in New York and Los Angeles, completed its move from Playa Vista to El Segundo in July.
With D&G, which is already based in El Segundo, all three core companies of Innocean's U.S. operations are now located in one area, creating significant synergy.
El Segundo is home to various IT and AdTech companies. Unlike the existing software-centric Silicon Beach, it is emerging as a hub for robotics, physical AI, and deep tech startups, combining existing defense and aerospace infrastructure. This strategic investment is expected to target a second U.S. market.
Jeon Il-soo, Innocean's global business head and vice president of the Americas region, stated, "The recent development of new non-affiliated clients signifies that Innocean's long-accumulated creative and media competitiveness, along with new marketing capabilities in AI and data, are being recognized in the local market. We will continue to strengthen the competitiveness of our existing core businesses while actively exploring new service areas and diverse industry clients to expand our sustainable growth base in the U.S. market."
* This article has been translated by AI.
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