亚太- 阳狮集团旗下的数家创意公司在亚洲本周详细审核达美高网络现有的客户名单,来决定如何分配哪些业务该归入哪家代理商。

达美高的迅速关闭使得区域的代理商高管们都有些吃惊,但是在阳狮集团在今年3月决定并购达美高母公司Bcom3之时,不祥之兆就已经显现出来了。

阳狮广告亚太区董事长Guillaume Levy-Lambert表示,达美高被挑选出来是因为-“经过对每家代理商品牌进行评估之后,一切都变得清楚,那就是达美高比其他代理商稍微削弱。”他还补充说,“没有人能够成功地管理四个国际性的代理网络,管理三家网络对于我们来说应该是更好的选择。”

被保留住的三家代理网络将是阳狮广告(Publicis Worldwide), 萨奇广告(Saatchi & Saatchi)和李奥贝纳(Leo Burnett),他们将组成全球第四大广告传播集团。另外一个比较小的代理品牌是Fallon,今年刚刚在亚洲启动。

达美高东南亚区董事总经理Dick van Motman评注,“发生的这一切真是让人遗憾,特别是考虑到我们在亚洲某些市场所拥有的旺盛势头。”

仅仅还是在上月,达美高刚刚在中国获得统一食品的两项方便面创意业务,在印度获得通用汽车的Vectra项目。但是失去全球玛氏食品-后者委任给TBWA和BBDO–以及帮宝适的重新委任,使得该公司在全球广告衰退时期变得愈加脆弱。这两项丢掉的业务全年价值在1.75亿美金左右。

“达美高香港办公室在过去几个月基本上成了爆炸中心。”一位内幕人士声称,主要源于宝洁的业务重新转移到广州办公室。一些坐镇香港的高官,包括大中国区首席执行官Ken Wright和执行创意总监Marc Lucas也随之离职。

 

ASIA-PACIFIC: Publicis group agencies in Asia were this week examining the client lists of D'Arcy's network to decide what accounts could be brought into their operation. The speed of D'Arcy's closure took its regional executives by surprise, but the writing was on the wall well before Publicis announced its planned acquisition of the network's parent company Bcom3 in March. Publicis Worldwide regional chairman, Guillaume Levy-Lambert, said D'Arcy was singled out because "after an analysis of each agency brand, it became clear than D'Arcy was less strong than the others". He added: "No one has successfully managed four multinational networks, but we are well positioned to manage three." The three main networks chosen to move the world's fourth-largest communications group forward are Publicis, Saatchi and Saatchi and Leo Burnett. Publicis' has another agency brand Fallon, which has only just launched in Asia. D'Arcy Southeast Asia managing director, Dick van Motman, noted: 'It is regrettable what has happened in light of the momentum we have in some Asian markets." Just last month, D'Arcy picked up two President Foods noodle brands in China and General Motor's Vectra brief in India. But the loss of the prized Mars' business – globally realigned with BBDO and TBWA a few months ago – and the Pampers assignment left the network in a vulnerable position amid the global advertising recession. It is estimated that the two accounts had billed US$175 million annually. "D'Arcy's Hong Kong office basically imploded in the last few months," noted a rival agency source. He cited the relocation of Procter & Gamble's business to the Guangzhou office as a key reason. Key Hong Kong-based executives such as Greater China CEO Ken Wright and executive creative director Marc Lucas quit when the move was made. Agency sources believe D'Arcy's closure signals the start of a bigger industry consolidation, driven by client cost pressures. Against a still slumping advertising market and dealt a new blow with the deadly explosion in Bali, Publicis' decision to fold D'Arcy is expected to generate an immediate cost savings. D'Arcy has offices in all Asia's key markets and employs around 500 people across the region. There will certainly be redundancies but no one knows how many yet. Money isn't the only objective as Publicis wants to expand its agencies – Burnett and Saatchi to the size of Ogilvy & Mather and McCann-Erickson. To that end, it has appointed senior global executive of D'Arcy to top positions within Publicis – Susan Gianinno, D'Arcy's president and chief branding officer, has been named to head Publicis in the US as chairman and CEO; Lee Garfinkel, D'Arcy's president and chief creative officer, will become the worldwide creative director for Publicis, a position which did not previously exist.

Agency sources believe D'Arcy's closure signals the start of a bigger industry consolidation, driven by client cost pressures.

Against a still slumping advertising market and dealt a new blow with the deadly explosion in Bali, Publicis' decision to fold D'Arcy is expected to generate an immediate cost savings.

D'Arcy has offices in all Asia's key markets and employs around 500 people across the region.

There will certainly be redundancies but no one knows how many yet.

Money isn't the only objective as Publicis wants to expand its agencies – Burnett and Saatchi to the size of Ogilvy & Mather and McCann-Erickson.

To that end, it has appointed senior global executive of D'Arcy to top positions within Publicis – Susan Gianinno, D'Arcy's president and chief branding officer, has been named to head Publicis in the US as chairman and CEO; Lee Garfinkel, D'Arcy's president and chief creative officer, will become the worldwide creative director for Publicis, a position which did not previously exist.

By: admin


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