TAIPEI: Batey Taiwan(百帝广告) has closed its seven-man media department after signing up with WPP media dependent Maximize for media planning and buying services.

Ann Yang, managing director of Batey Taiwan, said: "We're all part of the same group. All of our media buying now goes to Maximize except for Singapore Airlines and Mercedes Benz, which are handled globally by CIA."

Meanwhile, CIA Taiwan Media Network, which soft launched in March, is getting ready for a grand opening in May. Batey represented CIA in Taiwan for four years.

CIA Taiwan is headed by George Shen, a sales veteran from Formosa TV. Shen will report to Greater China director Caroline Foster in Hong Kong.

Directly under Shen are two of Batey's former top media department staff. Batey's former associate media planning, Sky Hsiao, and former media group head, Amber Chang, have joined CIA Taiwan as client service director and media buying director, respectively.

Two other Batey media staff made the move with them.

Batey's Yang said the move reflected a "general industry trend" rather than the need for more "media buying power".Yang added: "As an independent ad agency, we lacked resources, for example, the best software. That made it hard to attract top people for media positions."

By: admin


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