Fallon Worldwide chooses Singapore for first Asian office

<p>US creative hotshop Fallon Worldwide has confirmed that it will set </p><p>up a presence in Asia-Pacific within the first half of next year. </p><p><BR><BR> </p><p>Fallon chairman Pat Fallon said the first office would be established in </p><p>Singapore, with another one likely to open in Shanghai at a later </p><p>date. </p><p><BR><BR> </p><p>On Hong Kong though, he expressed doubts. </p><p><BR><BR> </p><p>"Hong Kong is critical as a business centre, but I am not sure if it is </p><p>an advertising communications centre. </p><p><BR><BR> </p><p>"Singapore has a lot of good work and it is in-depth, but we are going </p><p>to have to take another hard look at Hong Kong," he told MEDIA. </p><p><BR><BR> </p><p>Fallon recently hired Mr Calvin So, formerly of Saatchi & Saatchi </p><p>Singapore, as associate creative director in its New York office, and Mr </p><p>Fallon indicated that Mr So could be the one to head up the Singapore </p><p>operations when it was launched. </p><p><BR><BR> </p><p>Fallon Worldwide is the newly-formed, second global network of </p><p>Paris-based Publicis Group after it became part of the Publicis network </p><p>last February. </p><p><BR><BR> </p><p>Fallon has a long list of major clients including BMW of North America, </p><p>Holiday Inn Worldwide, Starbucks and United Airlines. </p><p><BR><BR> </p><p>Some have been with the agency for a decade or more, such as Lee and </p><p>Time magazine. </p><p><BR><BR> </p><p>Mr Fallon said many clients stick with the agency because of its </p><p>holistic work ethics. </p><p><BR><BR> </p><p>"Most agencies simply suggest solutions they think the client needs, not </p><p>what is actually needed," he said. </p><p><BR><BR> </p><p>"We don't just suggest advertising every time a client comes to us with </p><p>a problem. Sometimes, what we suggest as a solution is something other </p><p>than advertising. </p><p><BR><BR> </p><p>"We are the partners of our clients and we work as though profit and </p><p>branding are inextricably linked because we want to be held </p><p>accountable." </p><p><BR><BR> </p><p>Mr Joe Duffy, chairman of Duffy - a Fallon company involved in strategic </p><p>design to build brands - said the agency even went as far as designing </p><p>the look of a restaurant and the dishes it serves. </p><p><BR><BR> </p><p>"If you bring in design, advertising and now interactivity, you can </p><p>create a much stronger brand value," he said. </p><p><BR><BR> </p><p>"Because, altogether, they put you in touch with as many people as </p><p>possible through all points of contact." </p><p><BR><BR> </p>