The Aegis-owned network said it had identified about six interactive agencies in the region as possible acquisition targets. David Liu, chief executive officer of Aegis Media Asia-Pacific, said the plan would be to acquire these agencies by the end of the second quarter and link up them up as a regional offer under the Carat Interactive banner. "The plan was to initially launch a regional interactive network, but we couldn't find any so we decided to go in and buy market by market."
The acquisition targets are located in Taiwan, China, Korea and Japan.
Carat plans to offer full interactive services, including creative, not just interactive media. Along with the interactive roll out, Carat also plans to launch one-to-one marketing services as a few of the acquisition targets also had direct marketing expertise, said Liu.
He dismissed observations that Carat would sacrifice its media-neutral positioning with its expansion into interactive, direct and events-related services. "We are still a media-centric company. We are only providing other communications disciplines to help clients reach their target audience more effectively."
The latest management change with the split into four sub-regions sees the promotion of China CEO Thomas Wong to North Asia regional director and chief operating officer Kim Walkers move from Japan to Singapore as Southeast Asia regional director on top of his COO duties. Wong's promotion comes as Carat prepares to beef up its Hong Kong office with a GM appointment.
Liu said Hong Kong had been overlooked because Carat's HQ management was based in the city.