FOCUS - 2001 PREVIEW: Crisis still fresh in minds of consumers and clients

<p>I've heard a collective sigh of relief going around the industry. </p><p>"The crisis is over, everything will go back to normal," I hear them </p><p>say. </p><p><BR><BR> </p><p>Well I'm sorry. Anyone who believes that is in for a rude shock in </p><p>2001. </p><p><BR><BR> </p><p>Because while many of the economic indicators may look better, the </p><p>impact of the crisis on the mindset of consumers and our clients will </p><p>last far longer. </p><p><BR><BR> </p><p>There's a prevailing attitude of cynicism. At the consumer level, people </p><p>are wary. They are reluctant to spend money, less likely to take </p><p>advertising's word for it.They're being bombarded more than ever with </p><p>advertising messages and are more likely then ever to ignore them all </p><p>completely. </p><p><BR><BR> </p><p>And clients are equally as wary. Many of them came to agencies during </p><p>the difficult times looking for solutions and found the cupboard </p><p>bare. </p><p><BR><BR> </p><p>They often found that advertising can't provide the answer, even though </p><p>they were told it would. They often found a lack of real strategic </p><p>understanding and capabilities under the glossy facade and smooth </p><p>talking. </p><p><BR><BR> </p><p>They found you can't handle China out of Hong Kong no matter who says </p><p>you can, and much, much more. </p><p><BR><BR> </p><p>I don't think clients are going to buy anymore that you can cover up the </p><p>lack of a strong idea and selling proposition by getting Oliver Stone to </p><p>direct. </p><p><BR><BR> </p><p>Or that you deserve a creative reputation because you won an award for </p><p>an ad for a local hairdresser. </p><p><BR><BR> </p><p>So what's going to happen? </p><p><BR><BR> </p><p>- Branding will be more important, but brands will become more </p><p>fragile. </p><p><BR><BR> </p><p>- Communication channels will become more complex but the communication </p><p>process itself far simpler. </p><p><BR><BR> </p><p>- The vast majority of dotcom advertisers will disappear. There will be </p><p>more consolidation in the industry. Those who are weak will disappear, </p><p>particularly if they were holding on for the good times to come </p><p>back. </p><p><BR><BR> </p><p>- Agencies will exit hard places to do business. They won't be able to </p><p>afford the investment any more. </p><p><BR><BR> </p><p>- The number of people working in the industry will contract as agencies </p><p>battle declining margins. </p><p><BR><BR> </p><p>- Advertising spend will not grow at the same rates as it has </p><p>traditionally. </p><p><BR><BR> </p><p>- Clients will spend much more money below the line. </p><p><BR><BR> </p><p>- There will be no second chances. </p><p><BR><BR> </p><p>- The demand for true international standards will increase and the few </p><p>agencies that truly deliver them will do well. </p><p><BR><BR> </p><p>And as for JWT in 2001, I think we're well placed. </p><p><BR><BR> </p><p>We've been preparing for this new reality through investing in our </p><p>talent base, our knowledge base and total communications capability. </p><p><BR><BR> </p><p>The past year was better than expected and regional agency chiefs </p><p>believe better times lie ahead for the communications industry in </p><p>Asia-Pacific. </p><p><BR><BR> </p><p>However, there is an air of caution. The financial crisis of the late </p><p>'90s and the speed at which economies tumbled, knocking a huge dent in </p><p>the industry's prospects, are still fresh in their minds. </p><p><BR><BR> </p><p>This has led a few agency heads to hint that contingency plans have been </p><p>drawn up in order to prepare for the unexpected. </p><p><BR><BR> </p><p>Nevertheless, despite this, the underlying mood is one of optimism, amid </p><p>indications that the economic upswing is gaining in momentum. </p><p><BR><BR> </p>