According to Celina Chan, MSN Hong Kong director, MSN business division, MSN is partnering with media owners in Asia to offer media planning and buying services to clients.
said Chan. "Depending on the client's target, we can offer outdoor and TV planning and buying, and are open to other media. We can negotiate for the client, saving the company time and offering the convenience of going to just one agency."
Chan added that MSN's new offerings had been well received by clients, with the portal signing on new advertisers throughout Asia. "We helped Kellogg's introduce a new health promotion last month which was offline and online.
The promotion featured for the consumer goods marketer offered a link to a mini health site on msn.com.hk, which provided information on keeping fit, slimming and recipes.
"Kellogg's is a traditional advertiser, and now we are working on a new online campaign for the brand which will be integrated with print."
Rose Leng, regional marketing director, MSN business division for Asia, added: "Advertisers have been very receptive to trying out the online media. Now our goal is to get them to increase their marketing budgets to 20 per cent of the overall advertising spend. At the moment, it seems whatever is left over goes to online. It should not just be an afterthought."
The company recently partnered with Samsung in Korea for the launch of a co-branded credit card. "There is a lot of competition in the credit card sector, so Samsung launched different credit cards for men and women, allowing it to tailor offers to each gender. It was also very positive for MSN's branding because the butterfly logo is featured on the credit cards. There was also a campaign to push the credit cards through the MSN Korea site,
added Leng.
Disney has also signed up for an online and offline promotion for its blockbuster Monsters Inc, which included games and giveaways, through MSN Hong Kong.
The portal also launched a minisite to drive sales of two new Nike products - introduced for the World Cup - through its Malaysia website, as well as a minisite for cosmetics brand Maybelline's new Water Shine Diamonds lipstick brand through its Malaysia portal. Meanwhile in Taiwan, L'Oreal kicked off its Valentine's Day promotion, allowing internet users to redeem a free gift when sending an electronic greeting.
