Following his five focus points to charge the region's most
happening agency, announced in MEDIA's December 15 issue, Mr Eric
Rosenkranz, Grey Worldwide's new president for Asia-Pacific, announced
his high voltage plans to power 2001.
These include:
Creativity: In addition to lucrative awards for winning gold, silver and
bronze awards at major international award shows, crowds cheered Mr
Rosenkranz's creation of cash awards for gold award winners at the All
Asia Advertising Awards, AdFest and AWARD, beginning this year.
He also announced an internal creative contest where creative directors
would judge the network's best ad and win a new, highly coveted trophy
known as "The Edge Award".
"This is probably the only creative trophy left in Asia which you can't
win with a scam ad," said Mr Rosenkranz.
"That makes it even more rewarding to win!"
People: Forging ahead to cement Grey Worldwide's reputation as the best
agency to work for, Mr Rosenkranz announced the appointment of a
soon-to-be-named regional human resources consultant.
"We want to ensure we have the best possible compensation and benefits,
training and career development," he said.
"The executive we're in the process of hiring will revolutionise our
recruiting and retention strategies.
"We simply can't be held responsible for the magnetic effect this will
have on executives across the industry."
Clients: Those in the know said clients were cheering the company's
formation of Global Category Councils that would provide them not only
with industry insights but tailored services as well.
Sighed one contented client, "It just doesn't get better than Grey
Worldwide."
Clients and staffers alike were also abuzz with Mr Rosenkranz's
announcement of the company's enhanced training programmes and templates
for the next phase of InteGREYtion, the company's proprietary and
enormously effective approach to integrated marketing.
"Hey, why work with anyone else when I know Grey Worldwide puts my money
where it works best?" said one key client.
"What will they come up with next?!" No sooner did he speak than the
president answered his question!
Planning: Excitingly, Mr Rosenkranz announced a new planning initiative
that will marry state-of-the-art research and consumer psychology
insights to create the world's most advanced tool for understanding
purchasing behaviour - the emotional linkage consumers have with
brands.
Growth: Desperately trying to quell the cheers so he could be heard, Mr
Rosenkranz stated, "Now that we own 100 per cent of our advertising
agencies in virtually every country in the region, our focus will turn
to growing in other communications disciplines, and we have an active
acquisition programme in place.
"We will establish our partner companies in every country in Asia with a
particular focus on Mediacom, GCI, G2, Grey Direct and Grey
Interactive.
"This expansion, combined with InteGREYtion and our unique planning
initiative will not help level the playing field."
"Finally, we're looking forward to 2001 as a year of continued growth,
record high profits, more creative awards, and new business wins.
"Of course, our humility prohibits us from saying more."
