FCB restructures Greater China ops

<p>FCB Worldwide has restructured its Greater China operation with </p><p>former Bozell regional director Gary Tse taking the helm of the </p><p>newly-merged operation. </p><p><BR><BR> </p><p>Taking charge of the five offices in Hong Kong, Taiwan and China, Mr Tse </p><p>was named Greater China CEO and chairman, reporting to Asia-Pacific </p><p>president and CEO Ben Barnes, based in Hong Kong. </p><p><BR><BR> </p><p>As part of the restructuring, FCB has terminated its venture with China </p><p>partner Megacom, while the newly-merged offices stay with Bozell's local </p><p>affiliate partner. </p><p><BR><BR> </p><p>Megacom president and ECD Louis Wong will run the Megacom offices in </p><p>China following the break-up of the FCB partnership. </p><p><BR><BR> </p><p>"There're no sour feelings (about the break up)," said Mr Wong, noting </p><p>that Megacom has bought back the shares sold to FCB. </p><p><BR><BR> </p><p>Accounts previously held by FCB and Bozell have been split, with FCB </p><p>taking international-allied clients and Megacom looking after its </p><p>locally-won business. </p><p><BR><BR> </p><p>Despite the downsizing of staff and billings, Mr Wong said the new </p><p>arrangement may be profitable to Megacom, because it now had a free hand </p><p>to develop business without having to worry about the constraints of </p><p>international business alliances. </p><p><BR><BR> </p><p>As an independent agency, Mr Wong said Megacom was eyeing local blue </p><p>chip companies and medium-size foreign marketers, which had yet to line </p><p>up with multinational agencies. </p><p><BR><BR> </p><p>FCB's three mainland offices in Beijing, Shanghai and Guangzhou are now </p><p>headed by former Bozell managers: Kenny Chang, David Chow and Michael </p><p>Ngan respectively. </p><p><BR><BR> </p><p>In Taiwan, the new operation continues the partnership with Bozell's </p><p>affiliate headed by Mr Henry Yang, the former Bozell Taiwan </p><p>chairman. </p><p><BR><BR> </p><p>Former Bozell head of creative Ronnie Wong is now the ECD taking charge </p><p>of the Hong Kong and China offices. </p><p><BR><BR> </p><p>Mr Tse said the newly-merged FCB agency has opted to offer a total </p><p>integrated communications service under one roof by combining the forces </p><p>of BSMG for PR, AFM for film production and FCB Direct for marketing </p><p>services. </p><p><BR><BR> </p><p>FCB's direct marketing arm will be relaunched - although the name has </p><p>not yet been finalised - and it will be headed by former FCB Direct </p><p>general manager David Robertson. </p><p><BR><BR> </p><p>Meanwhile, former FCB Hong Kong managing director Carol Cheung will take </p><p>a regional role in the Asia-Pacific operation. </p><p><BR><BR> </p><p>In the media sector, former Bozell executive media director Noelle Chiu </p><p>will keep the same post in the merged operation and former FCB media </p><p>director Poney Wu is now the buying director. </p><p><BR><BR> </p><p>Grant Advertising, Bozell's boutique agency, remains an independent </p><p>subsidiary of holding company True North. </p><p><BR><BR> </p><p>The new FCB office in Hong Kong now has a total staff of 180 people, and </p><p>Mr Tse admitted people had left the company in the wake of the </p><p>restructuring, including some supporting staff who had been laid off. He </p><p>added, however, the agency was still hiring new staff. </p><p><BR><BR> </p><p>Client conflict was not a major issue in the merger. </p><p><BR><BR> </p><p>The merger has actually given the agency the opportunity to restructure </p><p>and strengthen its services with the combined know-how. "The merger is </p><p>not a bad thing as we can build up a stronger and more efficient </p><p>operation," said Mr Tse. </p><p><BR><BR> </p>