News
Press ReleaseJan 27, 2026
Symphony Marketing Joins BBN International, the World’s Leading Global B2B Marketing Partnership, Strengthening Global Support for Enterprise Businesses
Symphony Marketing Co., Ltd. (Head Office: Tokyo; CEO: Ichiro Niwayama; hereinafter "Symphony Marketing"), a provider of marketing consulting, education, and outsourcing services for B2B companies, announces it has signed an agreement to join BBN International ("BBN"), the world’s leading B2B marketing communications agency partnership, effective January 2026.
Background and Outlook
Since its founding, Symphony Marketing has continued to learn global-standard B2B marketing practices, mainly from North America, and has supported the marketing of enterprise clients in Japan for 36 years while optimizing its approach to changes in the times and business environment.
BBN is the world’s third-largest B2B marketing agency.
(Source: https://www.b2bmarketing.net/reports/global-b2b-marketing-agencies-2025-report/)
By joining BBN, Symphony Marketing will leverage its collaboration with partner companies in more than 30 countries to strengthen and accelerate support for Japanese clients’ overseas expansion, while also helping drive the marketing efforts of global companies expanding in Japan.
Comments from BBN Leadership
Annette Poyser, Chief Operating Officer at BBN, said:
"This partnership reflects our focus on growing BBN in strategically important markets with agencies that truly align with how we operate. Symphony brings deep local insight and a strong commitment to collaboration, which is essential to delivering seamless B2B marketing globally."
Clif Collier, Chairman of BBN, added:
"Japan is a vital market for many B2B organisations. Partnering with Symphony strengthens our ability to support clients with confidence, consistency and scale - while continuing to operate as one unified agency."
About BBN
BBN is the world’s leading B2B marketing communications agency partnership, bringing together best-in-class independent agencies across five continents. Unified by shared methodologies, tools and standards, BBN operates as one global agency delivering integrated B2B marketing solutions for international and regional clients.
The partnership reinforces BBN’s commitment to building a strong, connected presence across APAC, while maintaining the high standards, shared methodologies and collaborative culture that define the BBN partnership worldwide.
For more information, visit https://bbn-international.com/
About Symphony Marketing Co., Ltd.
Founded in 1990, Symphony Marketing is a Japan-based B2B marketing agency with over 36 years of experience supporting domestic and international companies with strategic marketing and business growth initiatives. Originally established as a marketing consultancy, Symphony Marketing expanded into BPO services in 1997 and has continued to evolve in line with the changing needs of B2B organisations.
Since 2014, Symphony Marketing has built strategic partnerships with leading marketing automation platforms, including Oracle and Marketo, enabling the agency to deliver sophisticated, data-driven marketing programs. In 2020, Symphony Marketing further extended its offering with the launch of education and training programs, supporting clients in building internal marketing capability alongside external delivery.
With a long-standing focus on B2B marketing, Symphony Marketing combines deep market insight, strategic thinking and practical execution to help clients navigate complex buying journeys, localisation challenges and market expansion in Japan and beyond. This experience and approach align closely with BBN’s unified global operating model and commitment to delivering consistent, high-quality B2B marketing worldwide.