MILAN — International influencer marketing agency Ykone has had a busy week, paving the way for further expansion regionally and in the services it offers.
On Friday, the company revealed a minority investment in Lateam, a Tokyo-based creative and social media agency founded by Pablo Yano, who will remain in his role as chief executive officer of the firm, which will be renamed Ykone Tokyo.
The entity will build on Lateam’s existing client portfolio while developing new business relationships by utilizing Ykone’s global network.
Financial details of the deal were not disclosed, but Ykone did say it intends to raise its stake to a majority interest in the firm over the next couple of years.
Ykone’s expansion to Japan builds on the agency’s current presence in Asia, via offices in Hong Kong and Shanghai since 2021, and India since 2024, the latter through the acquisition of a 70 percent stake in local firm Barcode.
“Japan is one of the most powerful influence markets in the world, yet no international influencer marketing agency has yet established itself there. That situation convinced us to open Ykone in Tokyo. Japanese culture, built on rigor, attention to detail and creativity, deeply aligns with our values: creating cultural moments that leave a lasting mark, with a global vision and local execution,” said Olivier Billon, founder and chief executive officer of Ykone.
Billon and his team at Ykone, including CEO, Europe Matteo Baldi, are not standing still in their home continent either.
Earlier this week the company revealed the acquisition of Digital Dust, a boutique digital agency based in Milan.
Financial terms of the deal were not disclosed, beyond highlighting that Digital Dust’s founders, Federica Zucchi and Alessandra De Siena, together with CEO Matteo Zucchi and the agency’s entire team, will remain on-board.
The agency was founded in 2013 and has worked with international brands including Lancôme, L’Oréal, Cartier, and Chopard, alongside Italian houses Pomellato and Ginori 1735, among others.
Management of Ykone and Digital Dust.
Matteo Gerbaudo/Courtesy of Ykone
“As Ykone continues to grow internationally, we are equally committed to strengthening our leadership in the cities that have shaped the luxury industry. Milan is one of those cities. It is a global center for fashion, design, beauty and culture, and Digital Dust is a natural strategic fit for us. Its entrepreneurial spirit, local expertise and strong beauty credentials add real depth to our platform in Italy,” Baldi said.
Ykone is part of the $200 million company One Group, which was formed in January through the merger of the former with Mirror Mirror, a creative production company founded in 2019 by Juliette Lambert and Valentine Suc.
The group, which operates across 21 cities and employs 480 people, has been on an acquisition spree over the past few years, nabbing both controlling and minority stakes in several fellow firms.
Last September it acquired Italia Eventi, a company active in event organization for luxury and lifestyle brands, which was rebranded No Border.
In October last year it invested in Atlas Agency, Switzerland’s key player in premium talent management, following the acquisition of a majority stake in The Digital Prototype, or TDP, a Paris-based specialist in talent management, influencer marketing and content creation.
Previous deals included Ykone’s acquisition of a 70 percent stake in Barcode in 2024; a 51 percent interest in Milan-based digital communication agency MB New Media Agency, established by Baldi and operating the Bold Management talent firm headed by Enrico De Finis, in 2021, and of German agency Cover Communications, helmed by Anne Höweler, a year later.
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