FOCUS: 2001 PREVIEW: Good business ... and good fun - FCB prepares to reap the fruits of hard labour of recent years

<p>This year will be challenging for FCB Asia-Pacific and the industry </p><p>at large. </p><p><BR><BR> </p><p>We have a number of countries that are struggling to build stability in </p><p>their economies and political environment. </p><p><BR><BR> </p><p>This is not just restricted to the Asean members - North Asia, Australia </p><p>and New Zealand have also stumbled with their economic recoveries. </p><p><BR><BR> </p><p>On the brighter side, WTO for China - or its anticipation - should bode </p><p>well for the Greater China region. </p><p><BR><BR> </p><p>Despite the above-mentioned turmoil, we expect FCB Asia-Pacific to </p><p>thrive in 2001. </p><p><BR><BR> </p><p>We are forecasting a 32 per cent increase in revenue above 2000 record </p><p>levels. </p><p><BR><BR> </p><p>This is based on existing business alone - not acquisition. Not bad! </p><p><BR><BR> </p><p>Key contributors will be India, Hong Kong, Singapore and Japan. </p><p><BR><BR> </p><p>FCB will also be looking to strengthen its creative product, our direct </p><p>capabilities and our media offering. </p><p><BR><BR> </p><p>Creative Product: While FCB has developed pockets of creative strength </p><p>(Sydney, Auckland and Japan), we still have some work to do. </p><p><BR><BR> </p><p>In the latter part of 2000, we appointed Chris Kyme to the position of </p><p>Asian creative director. </p><p><BR><BR> </p><p>Chris will be spearheading this effort to beef up our product. </p><p><BR><BR> </p><p>Importantly, to complement Chris, we will be revising our system of </p><p>evaluating and rewarding country management with creative improvement </p><p>being a key component. </p><p><BR><BR> </p><p>Direct/Interactive: In the fourth quarter of last year, we recruited </p><p>David Crane to head up FCBi in the region. </p><p><BR><BR> </p><p>David's mandate is a challenge. We want to exploit and bring focus to </p><p>the skill sets we already have in the region. </p><p><BR><BR> </p><p>Specifically, database management, classical direct and interactive </p><p>(design and strategy). No easy task. </p><p><BR><BR> </p><p>Our objective is that by mid-year, we will be able to produce a number </p><p>of case studies that demonstrate different ways we use combinations of </p><p>these techniques for client advantage. </p><p><BR><BR> </p><p>Media: In 2000, we experienced tremendous growth with the significant </p><p>increase in our media billings volume in key markets. </p><p><BR><BR> </p><p>We are now ranked as a top 10 media operation in the majority of </p><p>Asia-Pacific markets. </p><p><BR><BR> </p><p>Additionally, we complemented our media servicing capabilities with </p><p>several new senior media hires, both at the regional and local level, so </p><p>that we now have very strong full service media operations in all major </p><p>Asia-Pacific markets and a growing regional media team based in Hong </p><p>Kong servicing our multi-market clients. </p><p><BR><BR> </p><p>Moving forward into next year, we have the platform to launch FCB's own </p><p>media specialist brand that will help take our media capabilities to the </p><p>next level. </p><p><BR><BR> </p><p>This will be part of a global True North initiative involving our media </p><p>operations around the world. </p><p><BR><BR> </p><p>It is true to say that we will be one of the last major agencies to make </p><p>this move, however, the benefit of not rushing into this has been that </p><p>we have been able to observe the different models established by our </p><p>competitors and learn from their mistakes. </p><p><BR><BR> </p><p>In summary, FCB is going to have a good year - with more than a few </p><p>laughs along the way. </p><p><BR><BR> </p>