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The Silicon Review Asia

AnyMind Group: The Platform for Brand Success

The Silicon Review
February, 2021

thesiliconreview-kosuke-sogo-ceo-anymind-group-21.jpg

There should not be any borders for you to do business, and there should not be any limitations for business growth. And technology should enable anyone and everyone to do just that. Singapore-based AnyMind Group was founded to make this happen. Through its technology and platform, the company is helping every individual and business achieve “borderlessness” by breaking down barriers between customers and brands, individuals and businesses, online and offline, countries and regions, industries and functions, and so much more.

AnyMind Group was established in 2016 by Kosuke Sogo (CEO) and Otohiko Kozutsumi in 2016 as AdAsia Holdings in 2016. Since then, the company has evolved and grown manifold to get involved in the marketing, entertainment- and human resources-technology spaces. It currently has around 750 employees and has made multiple acquisitions, which has been a part of its fantastic growth story.

An Eventful 2020

As the world was reeling from the effects of the pandemic, AnyMind Group was making giant strides towards development and growth. The year 2020 saw the Group pursue a number of acquisitions, and it continued to increase the number of partnerships.

In March 2020, AnyMind Group acquired POKKT Mobile Ads, a mobile advertising platform, following the acquisitions of Japan-based companies GROVE and FourM, Hong Kong-based Acqua Media, and Thailand-based Moindy. Post the acquisition, Rohit Sharma, the CEO and Co-Founder of POKKT, joined AnyMind as its COO. He has taken up the responsibilities of implementing AnyMind Group’s strategic plans and product opportunities in Asia and Middle East.

The later part of the year saw AnyMind make some significant moves as the company signed an agreement with the TikTok platform to strengthen its efforts to train TikTok creators in developing content for the TikTok platform. The company also launched its influencer marketing platform, AnyTag, in the Middle East. The company has made the launch in a strategic move to impact the influencer marketing industry in the UAE to emulate its success it has had in other existing markets. “AnyMind Group first entered the Middle East market earlier this year through the acquisition of POKKT Mobile Ads, which provided us with a strong local team, local market business expertise and a base of operations in Dubai. Our mission is to make every business borderless by enabling marketers, influencers, publishers, and businesses to break down borders for geographies and time zones, online and offline, between departments, commerce and platforms,” said Kosuke Sogo, CEO and Co-Founder of AnyMind Group.

But AnyTag is perhaps just the beginning. Once the Group pushes to avail its entire suite of platforms and offerings in the region, influencers can leverage various aspects to grow their personal brand. They can also be combined to allow for an influencer to take their own branded products from concept all the way to fulfillment of customer orders. Through a platform and offering suite that enables individuals and businesses for brand building, manufacturing, e-commerce, marketing, and logistics, AnyMind Group is looking to become a brand enablement platform that drives its mission to make every business borderless.

Southeast Asia still holds a lot of promise for the company as huge business opportunities lurk, and the market evolves. Although the pandemic has put a block of economies in the region, the competition and markets continue to look towards new avenues for growth. With the pivotal POKKT acquisition, AnyMind will be looking to expand rapidly in India and the Middle East.

A Promising Future

Early in 2021, AnyMind moved to completely acquire Japan-based cross-border marketing company, ENGAWA Co., Ltd., from Japan-based public relations company, SUNNY SIDE UP GROUP Inc. ENGAWA is headquartered in Tokyo, and is known for its ace marketing and influencer marketing solutions. It helps Japanese manufacturers and businesses distribute their products internationally. Additionally, ENGAWA owns and operates Tokyo Weekender, the longest-running English language lifestyle print and digital publication in Japan. The acquisition will give AnyMind access to ENGAWA’s expertise in merchandising and distribution, and network of over 700 manufacturers throughout Japan, to strengthen AnyMind Group’s move into the direct-to-consumer space.

Timing has been one of the key reasons for AnyMind Group’s success since 2016. Although the growth makes it seem like Sogo has a magic compass that has been enabling the company to make all the right moves, what he does in this period (where the world is working towards coming out of the pandemic) will be important for AnyMind’s trajectory in the coming years.

The Leader

Kosuke Sogo, CEO and Co-Founder: Kosuke he co-founded AnyMind Group when he was just 29. Under Sogo’s leadership, AnyMind Group has seen immense growth. Today, the company has offices across 13 markets around Asia and has over 750 employees.

He was recognized in the top 20 of the “Japanese Entrepreneur Rankings 2020” by Forbes Japan. He has won several other awards including “Under-30 Achiever of the Year” in 2017 by Mumbrella Asia and more.

Prior to Co-Founding AnyMind Group, he was the Managing Director of MicroAd APAC Southwast Asia. Here, he led the fast growth of the company. He helped the company establish itself in Singapore, Malaysia, Vietnam, Thailand, Indonesia and the Philippines.

“Timing has been one of the key reasons for AnyMind Group’s success since 2016.”

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