Carat boosts Asian network for Philips

<p>HONG KONG: Carat Asia-Pacific is undergoing a regionwide </p><p>reorganisation after Carat International won the US$600 million </p><p>Philips global consumer media account. </p><p><BR><BR> </p><p>The agency, which took over the regional business from Euro RSCG at the </p><p>end of last month, has formed special units in Singapore, where Philips' </p><p>regional office is located, Shanghai and Mumbai to service the </p><p>account. </p><p><BR><BR> </p><p>Carat Asia-Pacific chief executive David Liu said it was looking for </p><p>additional manpower. "We have most of the manpower we need, but we are </p><p>still adding people at the middle level. Our biggest challenge is China </p><p>where we need extra people." </p><p><BR><BR> </p><p>The appointment comes some two months after Euro lost the creative </p><p>account, which has been split between DDB and D'Arcy as part of a global </p><p>realignment. </p><p><BR><BR> </p><p>The Dutch electronics giant appointed Carat after a four-month selection </p><p>process. A Philips brand marketing team visited major markets around the </p><p>world to examine the buying and planning capabilities of each agency </p><p>that pitched. In Asia, the team travelled to Singapore, Shanghai and </p><p>Mumbai. </p><p><BR><BR> </p><p>Initiative Media, MindShare, OMD, and MediaVest also took part in the </p><p>pitch. Liu said: "We are the incumbent agency in Europe but it has only </p><p>been in the last one or two years that we have a global network to speak </p><p>about. Four years ago, we expanded into the US and Asia-Pacific </p><p>specifically to service global accounts like Philips and that strategy </p><p>is now paying us dividends." </p><p><BR><BR> </p><p>Philips vice-president and head of global brand management, Mark Kerray, </p><p>said: "This appointment brings global benefits, such as consistent </p><p>processes among our consumer business, organisational efficiencies and </p><p>better message management." </p><p><BR><BR> </p><p>Despite the loss, Euro said it did not have to lay off significant staff </p><p>numbers. Its Asia-Pacific chief executive Vin- cent Digonnet said the </p><p>situation was not as bad as it looked because the agency still had </p><p>Philips' below-the-line business. "More than half of Philips is </p><p>below-the-line. </p><p><BR><BR> </p><p>Part of the relationship is gone but another part of it - direct mail, </p><p>events and sales promotion - is still there," he said. </p><p><BR><BR> </p>