FOCUS - 2001 PREVIEW: Sharper communications skills needed

<p>Goodbye 2000 and hello 2001! We welcome the New Year with </p><p>enthusiasm because our predictions last year for a strong 2000 turned </p><p>out to be met and we look to 2001 equally positively both for our </p><p>clients and ourselves. </p><p><BR><BR> </p><p>Why? </p><p><BR><BR> </p><p>The outlook, by industry measures, indicates a brighter prospect in our </p><p>region than at this time last year and some of the vagaries of the </p><p>Internet explosion have been embraced with increasing sanity and </p><p>reality. </p><p><BR><BR> </p><p>Regional confidence compared with a few years ago is growing despite a </p><p>few pockets of resistance and concern, and the high tech world now </p><p>clearly looks to Asia-Pacific for its growing leadership abilities. An </p><p>exciting time with opportunities both for clients and agencies </p><p>alike. </p><p><BR><BR> </p><p>With this, we anticipate consumer spending will create new opportunities </p><p>for creating consumer demand. </p><p><BR><BR> </p><p>Clients will be seeking heightened communications skills in the fields </p><p>of customer relationship marketing, online activities, public relations, </p><p>experiential marketing and advertising. </p><p><BR><BR> </p><p>Fortunately at McCann-Erickson, we are well poised to help our clients </p><p>with these opportunities in their continuous quest for raising consumer </p><p>demand. </p><p><BR><BR> </p><p>Without question, we believe that the issue of branding - that is, </p><p>maximising brand distinctiveness and value - will become even more </p><p>important and our brand consulting skills and tools will be extremely </p><p>valuable for our clients. </p><p><BR><BR> </p><p>We will continue to re-invest our own funds into research to give our </p><p>clients a competitive advantage in terms of consumer insights, strategy, </p><p>creative and media. </p><p><BR><BR> </p><p>It's a truly exciting time to be in the communications business as the </p><p>opportunities for creativity in all facets of what we do has never been </p><p>greater. </p><p><BR><BR> </p><p>And there lies our challenge - one that I know we'll relish addressing. </p><p><BR><BR> </p>