ASIA-PACIFIC: Leo Burnett(李奥贝纳) is bringing its below-the-line operations under a single network, to help advertisers foster closer relationships with their customers.

The agency will be placing its current below-the-line arm, iLeo, under the umbrella of Arc, a network of marketing services operations owned by Burnett's parent, Publicis.

Publicis unveiled Arc North America at the end of last year and has charged Nick Brien, former president of corporate business development for Starcom MediaVest Group, with launching it worldwide. The Asia-Pacific roll-out is scheduled for later this year.

Nick Brien believes Leo Burnett's success hinges on its ability to provide clients with integrated communications.

Leo Burnett's new Asia-Pacific managing director, Michelle Kristula-Green, is assessing the network's regional below- the-line operations but declined to specify which areas may need attention.

"We've got a very strong marketing services offering but every market has developed that on its own," she said.

An integrated network will improve access to specialist skills developed around the world, she added.

Arc was first set up as a below-the-line network by D'Arcy two years' ago, with six offices in Asia-Pacific, but its regional profile appears to have declined following D'Arcy's acquisition and assimilation by Publicis.

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