While the year grinds and grunts to an end, it is interesting to
reflect over past months that paradoxically, seem to have passed in the
blink of an eye.
And in many ways, I see this as the theme for the year - a paradox,
oxymoron, call it what you will.
For CIA Asia-Pacific across 2000, it could not have been a more
successful year.
But thank God its coming to an end!
Market conditions, while improving in some ways, have become
significantly more challenging in others and the year has been a tough
one industry wide.
Yet with CIA's billings up more than 65 per cent year-on-year,
significant improvements in margins and no senior staff losses, we find
ourselves at the end of 2000 in great shape with a world-class team and
our new business books full of exciting and interested prospects.
It's clear that CIA's core value delivered through our independence from
the influences of advertising agencies and the resultant freedom to work
directly for clients in their best interest is at the very heart of our
competitive edge.
If recent events are anything to go by, clients are putting an
increasing value on the services our independence allows us to
develop.
We continue to benefit from the convergence of technologies and the
simultaneous evolution of the intra-relationships between the brand,
media channels and the consumer.
The inevitable need that these circumstances create for radically
different service models combined with our "challenger" business status,
facilitates the constant re-defining of our service offer.
And this is great fun!
For the industry as a whole, 2000 was not an easy year.
The near total lack of new blood into the industry during the 1997-1999
recession is now playing through and causing massive staffing problems
across all marketing services sectors regionally.
There is a dearth of talent at all levels and obviously, no more so than
among those with two to three years' experience.
As a result, salaries are spiraling up.
In addition, in many cases individuals are being asked to take on
responsibilities beyond their ability and experience.
On a partially more positive note, the worldwide crash of dotcoms has
made people think twice about jumping ship for a career in
cyberspace.
Yet at the same time and as a cause for grave concern, this is not
because the ad industry has got its house in order, but rather because,
the alternatives have crashed into oblivion.
We have been given a second chance but, boy, the industry must grasp
this serendipitous opportunity with both hands.
But it probably won't.
