Advertising conference to focus on Asian consumers<\/p>\n
LONDON (Reuter): Many of the delegates heading for a big
\ninternational advertising conference next week in South Korea
\nwill be searching for an answer to a key question -- how to get a
\nhold of the increasing amount of cash in the pockets of Asian
\nconsumers.<\/p>\n
About 2,000 delegates are expected to attend the 35th World
\nAdvertising Conference in Seoul, organized by the U.S.-based
\nInternational Advertising Association.<\/p>\n
For global ad agencies which have faced flat to moderate
\ngrowth in recent years in many traditional Western markets, Asia
\nhas the magic promise of huge populations and increasingly
\naffluent consumers.<\/p>\n
\"An awful lot of people live here and there's a growing amount
\nof money. That equation is getting more and more favorable for
\nAsia,\" says George Singleton, an Asia strategic planner for
\nMcCann-Erickson, the world's second biggest ad agency.<\/p>\n
He told Reuters in a telephone interview from Hong Kong that
\nwas why many multinational corporations and the advertising
\nagencies that marketed their goods were, for example, falling
\nover one another to reach China's increasingly well-off
\nconsumers.<\/p>\n
\"It (China) is still the market everyone wants to crack. It's
\nthe sheer size. If you get it right in China, the future earnings
\ncould be quite large,\" he said.<\/p>\n
Glenn Smith, the editor of Asian Advertising and Marketing
\nmagazine in Hong Kong, cited other markets with dizzying growth
\nin \"adspend\", the amount of money spent on advertising.<\/p>\n
He said adspend rose 46 percent last year in Indonesia
\ncompared to 1994, 25 percent in India, 23 percent in South Korea
\nand a staggering 62 percent in Vietnam, where it started from a
\nlow base.<\/p>\n
Smith told Reuters the proliferation of cable and satellite
\ntelevision in Asia, along with government deregulation of the
\nmedia in some countries, offered advertisers new means of
\nreaching consumers.<\/p>\n
\"That's what everyone in Asia is talking about,\" he said,
\nreferring to the explosion in new cable and satellite channels.<\/p>\n
But while Western advertisers and ad agencies may be enticed
\nby a region where tobacco consumption is on the rise and
\nconsumers are spending increasing amounts on cars, alcohol,
\nelectronics and luxury goods, Asia is not for all newcomers.<\/p>\n
Singleton said some Asian governments had recently tightened
\nrestrictions on advertising, including for items like tobacco.<\/p>\n
\"This is not the Wild West where people can come out here and
\nslap anything on television,\" he said.<\/p>\n
And Japan, the world's second largest advertising market after
\nthe United States, remains dominated by Japanese agencies and is
\nlargely off-limits to Western competitors.<\/p>\n
Speakers at the conference, which will last from June 9 to 12,
\nwill tackle the question of how to reach Asia's consumers.<\/p>\n
Martin Sorrell, chairman of WPP Group Plc, the world's biggest
\nadvertising and marketing group, will describe a new environment
\nfor marketing communications.<\/p>\n
Michael Bungey, chief executive of Bates, will talk about
\nreaching newly-empowered consumers and Shinji Fukukawa, president
\nof the Dentsu Institute for Human Studies, will give a speech
\nabout \"Asia's dynamic emergence in the global market\".<\/p>\n
Ted Turner, the chairman and president of Turner Broadcasting
\nSystem Inc will receive an award at the conference for
\n\"outstanding services\" in the field of international advertising.<\/p>",
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"sponsor": "Okusi Associates",
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