FOCUS: 2001 PREVIEWS: Back to reinventing the future

<p>I believe that one of the best definitions of the role of </p><p>"marketing" is "inventing the future". </p><p><BR><BR> </p><p>This thought has been at the very core of CIA's proposition and constant </p><p>re-invention across Asia-Pacific over the past years and we don't plan </p><p>for 2001 to be any different. </p><p><BR><BR> </p><p>2000 was a fantastic year for CIA and came to a great climax with the </p><p>Singapore Airlines appointment and being awarded "Media Agency of the </p><p>Year". </p><p><BR><BR> </p><p>We will be building upon these platforms to deliver our Agency of the </p><p>Future model -Tempus partners (Tp). </p><p><BR><BR> </p><p>Tp is the combination of all the Tempus properties, managed through our </p><p>unique Communications Channel Planning process. </p><p><BR><BR> </p><p>The Tempus partners proposition is all about putting the client back in </p><p>control of their marketing budgets and providing objective </p><p>communications counsel on the most appropriate impact points between </p><p>their brands and the media. </p><p><BR><BR> </p><p>Crucially, all of this is based and delivered from "Consumer and Media </p><p>Channel Insight". </p><p><BR><BR> </p><p>Across 2001, our objective is clear. We are aiming to pitch for and win </p><p>business as the "lead agency", not against the other agency-owned media </p><p>specialists, but against their creative parents. </p><p><BR><BR> </p><p>Time and again, we hear clients complain that they are frustrated by the </p><p>same old 30-second TVC solution led by creative as the answer to all </p><p>briefs. </p><p><BR><BR> </p><p>Now they have a real alternative. </p><p><BR><BR> </p><p>Tempus will be operating 15 business units across the region from </p><p>January 2001 and we have plans to develop at least seven more across the </p><p>year. </p><p><BR><BR> </p><p>Tempus partner offices already exist in Singapore, Sydney and Tokyo and </p><p>we will be adding Hong Kong to the list this year. </p><p><BR><BR> </p><p>These four key regional hubs will be our centres of excellence supported </p><p>by our growing CIA and Insight networks across other Asia-Pacific </p><p>markets. </p><p><BR><BR> </p><p>Without a doubt, 2001 is going to be a very exciting year, and should </p><p>also be an exciting and challenging year for the industry as a </p><p>whole. </p><p><BR><BR> </p><p>I suspect that a number of agencies will be looking to re-invent </p><p>themselves and to try to find a way through the increasingly complex </p><p>communications jungle. Our "challenger" status will no doubt draw </p><p>detractors and admirers in equal measure. </p><p><BR><BR> </p><p>I think it was Oscar Wilde who said, "There is only one thing worse than </p><p>being talked about ... and that is not being talked about." </p><p><BR><BR> </p>