Burnett picks up direct agency in acquisition drive

<p>MANILA: Leo Burnett Asia-Pacific has acquired a Manila-based direct </p><p>marketing shop, its first purchase in a regional acquisition drive to </p><p>boost below-the-line capabilities and achieve a better balance in its </p><p>revenue base. </p><p><BR><BR> </p><p>Burnett now has direct marketing operations in three regional markets, </p><p>including Australia and Singapore, with its acquisition of First </p><p>Direct. </p><p><BR><BR> </p><p>First Direct was established in 1996 by Ichay Bulaong and Raymond </p><p>Legaspi, formerly from Ogilvy & Mather Direct. The agency, which bills </p><p>US$500,000 and counts Pfizer and Heinz among its clients, said </p><p>rival groups, including BBDO and J. Walter Thompson, had pursued it. </p><p><BR><BR> </p><p>Burnett's regional managing director Richard Pinder said the next </p><p>acquisition would be an interactive company in Singapore. The deal had </p><p>been in the works since the second quarter. "We have a lot of business </p><p>in the group which was grown by the company rather than through </p><p>acquisition. This shows we have the capability to do such things, but </p><p>with an 80 to 20 revenue split (in favour of advertising), it shows that </p><p>they are not market leaders." </p><p><BR><BR> </p><p>Pinder said the acquisitions were about "being best in class" in key </p><p>areas such as direct, design and interactive. The network is keen to </p><p>acquire design companies to handle medium to lower end design work, </p><p>including packaging and POS materials. </p><p><BR><BR> </p>