FOCUS - 2001 PREVIEW: Better times tipped

<p>It doesn't take a rocket scientist to predict that Asia will be the </p><p>major growth region in the world over the next five to 10 years. The </p><p>only thing that worries me about that prediction is that most economists </p><p>agree. </p><p><BR><BR> </p><p>Looking at the EIU forecasts for 2001, GDP for Asia versus the rest of </p><p>the world shows Asia, ex Japan, at 6.3 per cent compared with the rest </p><p>of the world at 3.3 per cent. </p><p><BR><BR> </p><p>Japan is expected to grow from 1.5 per cent to 1.9 per cent this </p><p>year. </p><p><BR><BR> </p><p>Given this scenario and government instabilities in Japan, Philippines </p><p>and Indonesia aside, 2001 should be a reasonable year. </p><p><BR><BR> </p><p>At D'Arcy, we anticipate continuing strong growth. </p><p><BR><BR> </p><p>Aside from political unrest, media inflation could be an inhibitor to </p><p>growth. Media is becoming ever more expensive off the back of a general </p><p>economic recovery. China in particular is helping to fuel the fire. </p><p><BR><BR> </p><p>Hopefully this will not deflate advertising industry growth. </p><p><BR><BR> </p><p>The same pattern is emerging in Southeast Asia with growth of 31 per </p><p>cent. Dramatic growth of 27 per cent in Thailand is making it the third </p><p>largest market in Asia. </p><p><BR><BR> </p><p>For everyone, China is the big opportunity. With the WTO about to play a </p><p>significant role in shaping China's economy, we at D'Arcy will be </p><p>engaged in helping both global brands and Chinese brands to establish </p><p>themselves. </p><p><BR><BR> </p><p>Creating and growing brands for Chinese companies, I believe, will be a </p><p>very rewarding challenge. </p><p><BR><BR> </p><p>Throughout the region, the non-media sector of marketing services will </p><p>help to drive growth in 2001. Clients are continually seeking more </p><p>effective and efficient ways of reaching their consumers. They are also </p><p>seeking to ensure that their spends have a cumulative effect. The most </p><p>effective way to achieve this is for each piece of the marketing mix to </p><p>dovetail with the other. At D'Arcy we will be further focusing on this </p><p>through our creative brand optimisation activity. </p><p><BR><BR> </p><p>With creative brand optimisation, D'Arcy will reinforce its position of </p><p>being ideas-centric. </p><p><BR><BR> </p><p>We have the know-how, the people, and the passion for anticipating </p><p>needs, and providing brand building solutions for our clients, into and </p><p>beyond 2001. </p><p><BR><BR> </p>