Philippines – Ayudante, a digital marketing and measurement consulting agency based in Japan, has announced its acquisition of Sparkline, an independent digital marketing company headquartered in Singapore with an established presence in the Philippines, positioning the Philippines as the next key market for expansion.
With this acquisition, Sparkline will become a wholly-owned subsidiary of Ayudante. The Singapore-based digital marketing agency is known as one of the first certified partners and resellers of Google Marketing Platform (GMP) in Asia, establishing a reputation for its industry-leading expertise in data utilisation consulting.
Ayudante, Japan’s first GMP-certified partner and reseller, has been expanding its international team to support global business growth for its Japanese clients. The acquisition of Sparkline marks a significant regional milestone, demonstrating a successful Japanese regional acquisition and boosting confidence in regional companies’ ability to attract international buyers.
Furthermore, Ayudante’s acquisition of Sparkline highlights multinational interest in Southeast Asia’s dynamic tech ecosystems. Recognising the Philippines as a key market, Sparkline plans to offer GMP services there, aligning with the country’s growing demand for data analytics and digital marketing solutions amid government-led digital transformation.
Beyond GMP services, the collaboration will also focus on multilingual SEO and digital marketing. The companies’ developers will enhance data development, tag automation, and digital marketing in the GenAI era. This strategic move is timely for Southeast Asia, where businesses increasingly rely on advanced data analytics and automation to remain competitive.
The company names will remain unchanged, and the terms of the acquisition have not been publicly disclosed.
Following the acquisition, Naohiro Yamaura, COO of Ayudante, will assume the position of chairman of the board at Sparkline under the new management structure. He is one of the most successful figures in the GMP business in Japan, having authored eight books and leading the industry. Moving forward, Yamaura will collaborate with Sparkline CEO and founder Aleetza Senn to accelerate Sparkline’s growth in the Southeast Asia market.
Commenting on the acquisition, Senn said, “Sparkline has always been about providing bespoke and agnostic analytics services to businesses using digital data for customer and marketing growth. This alignment with Ayudante is really exciting and helps us scale that vision to many more businesses in the region, especially at a time when the industry is being disrupted due to privacy regulations and change.”
Hiroshi Yasukawa, CEO of Ayudante, also shared, “I am pleased to be partnered with Sparkline, which has the longest history in our business field in Singapore. Together, we aim to become the top GMP reseller in the Asia-Pacific region.”
