FCB to enter media specialist battle with launch of own brand - FCB is pinning its hopes for growth on Japan, Australia and Greater China

FCB is planning to launch a media independent in Asia-Pacific this

year, under the umbrella of its publicly-listed parent company, True

North Communications.

As the fifth largest advertising network globally, it is understood that

FCB is planning to build a much stronger media operation through further

acquisitions.

Currently, FCB's media buying agency, TN Media, is the third biggest

buying specialist in the US, where it is the biggest buyer of local

broadcast.

FCB Asia-Pacific president and CEO Ben Barnes said the newly-merged

operations in Asia between FCB and Bozell had already set up separate

media offices.

When asked if the specialist would team up with other agencies, Mr

Barnes said the decision would be made by head office, but did not rule

out the possibilities of a third party venture or some form of media

buying partnership.

With the completion of the FCB/Bozell operational merger, Mr Barnes told

MEDIA the agency was sharpening its interactive and direct marketing

services and creative product - in an effort to strengthen regionwide

creativity, Mr Chris Kyme has been promoted to regional CD for Asia,

based in Singapore.

Spearheading regional business, former FCB Greater China managing

director Carol Cheung has been named director of integrated

development.

She will take charge of customer relationship management, training and

development skill, as well as regional development of the Standard

Chartered Bank business.

Mr Barnes anticipated FCB's total billings were likely to grow up to

US$700 million in Asia, compared to last year's US$600

million.

Japan, Australia and Greater China were cited as the drivers fuelling

growth in FCB's business, with the winning of several key accounts,

including the Hong Kong Tourist Association and the MTR in Hong Kong,

New York Life in Taiwan, Hilton and Snow Flake beer in China and Sunkist

and Amazon.com in Japan.

"These are already big markets to begin with," said Mr Barnes.

The merger, he said, had in fact placed FCB in a better position, as on

an individual basis, both Bozell and FCB were ranked in mid-range

positions, making it difficult for either to find their respective

niches.

Similar operating philosophies had enabled the merger to proceed without

significant redundancies or cutbacks.

"As people are very sensitive to it (the merger), you need to put big

efforts into making them feel included," said Mr Barnes.

"The sooner you bring people under one roof, the more quickly people

start to feel like part of the family."