Advertising agencies need local, multinational strength<\/p>\n
NUSA DUA, Bali (JP): The biggest challenge for advertising
\nagencies in Asia is to achieve a good balance of local and
\nmultinational strength, says the chief executive officer of the
\nworld's largest advertising and marketing services company.<\/p>\n
Martin Sorrell, of WPP Group, said during sessions on the
\nsecond day of the 19th Asian Advertising Congress here yesterday
\nthat because many companies in the region are about to expand
\nglobally they require ad agencies which are strong locally and in
\nother countries.<\/p>\n
\"Hence, the biggest challenge is to have the strategic
\nthinking on a worldwide basis. A locally-based multinational ad
\nagency,\" he noted.<\/p>\n
Some ad agencies are strong locally but they lack strength
\ninternationally and several others are the other way around. Most
\nmultinational ad agencies are now based in large cities, like New
\nYork, in developed countries.<\/p>\n
Sorrell felt the need for more multinational ad agencies to
\nhave a stronger representation in Asia as the center of the
\nworld's fastest growing economy.<\/p>\n
The WPP Group, a London-based multinational company, with
\ntotal turnovers of US$9.3 billion in 1993, includes such ad
\nsubsidiaries as Ogilvy & Mather Worldwide, J. Walter Thompson,
\nHill & Knowlton public relations company.<\/p>\n
The group's affiliates in Indonesia include a J.Walter
\nThompson tie-up with ad agency Adforce and Ogilvy & Mather with
\nIndo-Ad.<\/p>\n
Sorrell reasoned that as companies now often have to operate
\nin several countries in order to continue growth, ad agencies
\nmust possess the capability to serve their clients in different
\nmarkets because although the strategic thinking could be the same
\nthe execution should be adapted to the specific local conditions
\nand environment.<\/p>\n
\"Global branding is very rare now and in fact there are only a
\nfew truly worldwide ads,\" Sorrell told The Jakarta Post, citing
\nCoca-Cola, Marlboro, IBM and American Express as examples.<\/p>\n
Ad agencies should be able to execute strategic thinking
\naccording to the needs of the different markets, he commented.
\nEven Asia cannot be classified into a single regional market.<\/p>\n
\"There are, I think, at least seven different markets in the
\nAsian region, namely: Japan, South Korea, Indochina, greater
\nChina, the ASEAN countries, India and Pakistan and Australia and
\nNew Zealand,\" he said.<\/p>\n
These different markets need different approaches, different
\ndesigns, identities, creative ideas and the capability to
\ncoordinate campaigns.<\/p>\n
Especially, now as a result of the interaction of the
\nmultimedia, advertisers can now reach the consumers in a totally
\nnew way, in a highly individual way.<\/p>\n
\"For example, the television, though remaining a powerful
\ninstrument, no longer has the power that it had many years ago;
\nthat is a monopolistic power,\" he noted.<\/p>\n
There are now a number of other alternatives for communication
\nwhich have become increasingly important. (vin)<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/advertising-agencies-need-local-multinational-strength-1447893297",
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