CAREERS: Lee tips greater media skills demand

<p>Lee Li is a veteran of the China market - he led the team that won </p><p>Procter & Gamble's agency of record business in Taiwan for Grey in 1990 </p><p>and more recently he was part of the lead team that wrenched back the </p><p>US$100 million P&G China media buying assignment for Zenith. </p><p><BR><BR> </p><p>But Lee, known best for his no-nonsense business style, belies his more </p><p>than 15 years in the industry, which included stints at McCann-Erickson, </p><p>Leo Burnett and Saatchi & Saatchi, predominantly in Taiwan, and the </p><p>numerous, major account wins under his belt. </p><p><BR><BR> </p><p>"The most important thing is to be patient, persevere and know what you </p><p>want and then you must have a little bit of luck," he said. </p><p><BR><BR> </p><p>Hong Kong-born Lee, now Zenith China's chief executive officer, said </p><p>that within the marketing communications industry, the demand for media </p><p>specialists would grow strongly because "we don't just give television </p><p>or print as a solution to the client. </p><p><BR><BR> </p><p>"We look at every channel, DM, the internet, outdoor, PR and within </p><p>these we try to offer very creative but cost-effective recommendations </p><p>which the clients are looking for, especially with the economic </p><p>downturn," he said. </p><p><BR><BR> </p><p>Although China was still a growing market, Lee said cutting through the </p><p>clutter was crucial to success there. "Consumers have too much </p><p>information and their lifestyle is more varied, so content, context and </p><p>delivery are very important." </p><p><BR><BR> </p><p>He believed that the consolidation of media agencies would continue to </p><p>create a handful of powerful buying and planning organisations. </p><p><BR><BR> </p><p>"It will be at the centre of strategic marketing communications </p><p>programmes. In China, we have been asked by local clients to build their </p><p>corporate culture, brand management systems, organise events and </p><p>sponsorships and even formulate training programmes." </p><p><BR><BR> </p><p>In line with the market's directions, Zenith will soon roll out internet </p><p>and direct units to supplement its core planning and buying </p><p>functions. </p><p><BR><BR> </p><p>"It's very different from five years ago when advertising agencies held </p><p>the centre. Now the focus is on media specialists. We are meeting </p><p>specialised demand from both local and international clients and this </p><p>has resulted in Zenith winning more and more direct clients, especially </p><p>among local companies in China. </p><p><BR><BR> </p><p>"But local clients don't have the sophistication of multinational </p><p>companies. They don't have regional or global alignments and they don't </p><p>have the experience of systematic marketing programmes," Lee said. </p><p><BR><BR> </p><p>This is especially important for Zenith because its China clients make </p><p>up 35 per cent of its client list, compared with 70 per cent of adspend </p><p>accounted for by Chinese organisations. </p><p><BR><BR> </p>