CAREERS: New Initiative chief sees expansion as priority

Lai - an industry veteran who also ventured into the dotcom arena - previously worked at Saatchi & Saatchi as Greater China vice-chairman and as chief executive office of China portal, Netease.

His appointment completes the set-up of a new management structure in Asia aimed at expanding IM's presence in the region. The establishment of offices in Malaysia, the Philippines and Indonesia will complement existing operations, which include a presence in Singapore, Thailand and Australia.

As the highest-ranking IM executive in Asia-Pacific, Hong Kong-based Lai will oversee new developments across the entire region, with special focus on building up the network's operations in north Asia and the Indian subcontinent.

"Having a head of the Asia-Pacific region now reflects two key aspects of the company: the critical mass that the company has already achieved and the need to drive further expansion in this strategically-important region,

said Lai.

Although he has spent most of his career on the advertising side of the business, Lai is no stranger to the media world, having played a leading role in introducing Zenith into China in 1996.

"It's all about communications,

Lai said, adding, "The business is evolving and clearly moving upstream to encompass broad-based communications planning.

This must be driven at the very start of communications planning, with an insight into the consumer and how to reach them."