CAREERS: D'Arcy poaches branding specialist from Scient
<p>As some ad agencies lose work to brand consultants, D'Arcy has
</p><p>responded by poaching Shauna Li Roolvink, director of strategy at Scient
</p><p>and a former associate director of strategy at Interbrand, Omnicom's
</p><p>brand consultancy business.
</p><p><BR><BR>
</p><p>Scient employed her to help some of its pharmaceutical clients develop
</p><p>an online presence in China, while at Interbrand Roolvink handled
</p><p>strategy for General Motors, Du Pont, Cerebos and StarHub.
</p><p><BR><BR>
</p><p>At D'Arcy, Singapore-based Roolvink is director business strategy,
</p><p>working across the region on accounts such as Procter & Gamble, Bristol
</p><p>Myers Squibb and Mars.
</p><p><BR><BR>
</p><p>D'Arcy hopes the move will ensure it gets involved in client business at
</p><p>the early stages rather than coming in late in the process when
</p><p>strategies are already implemented.
</p><p><BR><BR>
</p><p>"Most ad agencies come in on the communications level but now that we're
</p><p>involved in brand consultancy we can come in at the business level,"
</p><p>said Jan Gerits, D'Arcy director of business development for
</p><p>Asia-Pacific.
</p><p><BR><BR>
</p><p>"We want to walk away from being an ad agency and become an ideas
</p><p>company that builds businesses and brands," he added. "Most ad agencies
</p><p>rate highly when it comes to creativity but less so when it comes to
</p><p>business building."
</p><p><BR><BR>
</p><p>As a consequence, many clients turn to brand consultants much to the
</p><p>chagrin of ad agencies.
</p><p><BR><BR>
</p><p>And brand consultants - unlike ad agencies - have an easier time getting
</p><p>to the top of the totem pole, often working with the company managing
</p><p>director or chief executive officer, while ad agencies work with the
</p><p>marketing manager.
</p><p><BR><BR>
</p><p>Kim Faulkner, managing director of Interbrand in Singapore, said ad
</p><p>agencies in Asia like to think they are the client's brand
</p><p>custodian.
</p><p><BR><BR>
</p><p>But ad agencies are incapable of doing the work of brand consultants,
</p><p>according to Faulkner.
</p><p><BR><BR>
</p><p>She said ad agencies focus on advertising, while brand consultants
</p><p>examine all aspects of the client's business.
</p><p><BR><BR>
</p><p>Focusing on internal brand management work can help ensure that whenever
</p><p>a customer comes in contact with the brand - whether it be via the
</p><p>company call centre, at store level and so on - it helps improve the
</p><p>brand's image, she said.
</p><p><BR><BR>
</p><p>To achieve this, brand consultants have to train client staff on how to
</p><p>deal with customers.
</p><p><BR><BR>
</p>
by
|
10/12/2001
As some ad agencies lose work to brand consultants, D'Arcy has
responded by poaching Shauna Li Roolvink, director of strategy at Scient
and a former associate director of strategy at Interbrand, Omnicom's
brand consultancy business.
Scient employed her to help some of its pharmaceutical clients develop
an online presence in China, while at Interbrand Roolvink handled
strategy for General Motors, Du Pont, Cerebos and StarHub.
At D'Arcy, Singapore-based Roolvink is director business strategy,
working across the region on accounts such as Procter & Gamble, Bristol
Myers Squibb and Mars.
D'Arcy hopes the move will ensure it gets involved in client business at
the early stages rather than coming in late in the process when
strategies are already implemented.
"Most ad agencies come in on the communications level but now that we're
involved in brand consultancy we can come in at the business level,"
said Jan Gerits, D'Arcy director of business development for
Asia-Pacific.
"We want to walk away from being an ad agency and become an ideas
company that builds businesses and brands," he added. "Most ad agencies
rate highly when it comes to creativity but less so when it comes to
business building."
As a consequence, many clients turn to brand consultants much to the
chagrin of ad agencies.
And brand consultants - unlike ad agencies - have an easier time getting
to the top of the totem pole, often working with the company managing
director or chief executive officer, while ad agencies work with the
marketing manager.
Kim Faulkner, managing director of Interbrand in Singapore, said ad
agencies in Asia like to think they are the client's brand
custodian.
But ad agencies are incapable of doing the work of brand consultants,
according to Faulkner.
She said ad agencies focus on advertising, while brand consultants
examine all aspects of the client's business.
Focusing on internal brand management work can help ensure that whenever
a customer comes in contact with the brand - whether it be via the
company call centre, at store level and so on - it helps improve the
brand's image, she said.
To achieve this, brand consultants have to train client staff on how to
deal with customers.
