Japanese messaging app wants agencies to help it break into U.S.

04/8/2014 | Adweek

Japanese mobile company Line is hunting for agencies to help its messaging service take off in the U.S. The company has met with agencies including MRY, AKQA, DigitasLBi and Grey and plans to spend more than $10 million on a marketing campaign. "The big question is not only if Line's Asian brand will translate here, but also if their primary revenue driver -- stickers -- will translate here and actually drive the kind of revenue they see in Asia," said one agency executive.

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