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

<p>FCB is planning to launch a media independent in Asia-Pacific this </p><p>year, under the umbrella of its publicly-listed parent company, True </p><p>North Communications. </p><p><BR><BR> </p><p>As the fifth largest advertising network globally, it is understood that </p><p>FCB is planning to build a much stronger media operation through further </p><p>acquisitions. </p><p><BR><BR> </p><p>Currently, FCB's media buying agency, TN Media, is the third biggest </p><p>buying specialist in the US, where it is the biggest buyer of local </p><p>broadcast. </p><p><BR><BR> </p><p>FCB Asia-Pacific president and CEO Ben Barnes said the newly-merged </p><p>operations in Asia between FCB and Bozell had already set up separate </p><p>media offices. </p><p><BR><BR> </p><p>When asked if the specialist would team up with other agencies, Mr </p><p>Barnes said the decision would be made by head office, but did not rule </p><p>out the possibilities of a third party venture or some form of media </p><p>buying partnership. </p><p><BR><BR> </p><p>With the completion of the FCB/Bozell operational merger, Mr Barnes told </p><p>MEDIA the agency was sharpening its interactive and direct marketing </p><p>services and creative product - in an effort to strengthen regionwide </p><p>creativity, Mr Chris Kyme has been promoted to regional CD for Asia, </p><p>based in Singapore. </p><p><BR><BR> </p><p>Spearheading regional business, former FCB Greater China managing </p><p>director Carol Cheung has been named director of integrated </p><p>development. </p><p><BR><BR> </p><p>She will take charge of customer relationship management, training and </p><p>development skill, as well as regional development of the Standard </p><p>Chartered Bank business. </p><p><BR><BR> </p><p>Mr Barnes anticipated FCB's total billings were likely to grow up to </p><p>US$700 million in Asia, compared to last year's US$600 </p><p>million. </p><p><BR><BR> </p><p>Japan, Australia and Greater China were cited as the drivers fuelling </p><p>growth in FCB's business, with the winning of several key accounts, </p><p>including the Hong Kong Tourist Association and the MTR in Hong Kong, </p><p>New York Life in Taiwan, Hilton and Snow Flake beer in China and Sunkist </p><p>and Amazon.com in Japan. </p><p><BR><BR> </p><p>"These are already big markets to begin with," said Mr Barnes. </p><p><BR><BR> </p><p>The merger, he said, had in fact placed FCB in a better position, as on </p><p>an individual basis, both Bozell and FCB were ranked in mid-range </p><p>positions, making it difficult for either to find their respective </p><p>niches. </p><p><BR><BR> </p><p>Similar operating philosophies had enabled the merger to proceed without </p><p>significant redundancies or cutbacks. </p><p><BR><BR> </p><p>"As people are very sensitive to it (the merger), you need to put big </p><p>efforts into making them feel included," said Mr Barnes. </p><p><BR><BR> </p><p>"The sooner you bring people under one roof, the more quickly people </p><p>start to feel like part of the family." </p><p><BR><BR> </p>