While JWT Asia South CEO Patrick Pitcher declined to comment, it is believed that JWT is integrating its Sunsilk creative and planning functions into the local Bangkok agency, after three years of operating as a standalone unit. The decision is reportedly being driven by Unilever's migration of Sunsilk resources and marketing spend to global HQ, as well as JWT's aim of offering a more integrated operation in Thailand.
The move follows the departures of members of JWT Thailand's Unilever team. Sunsilk regional creative director Mark Ringer has reportedly left the agency, while regional director Christian Hughes has relocated to JWT New York.
Meanwhile, Pei Pei Ng — formerly regional creative director on JWT's Lux business — departed the agency for Saatchis Singapore earlier this year.
However, the reorganisation is not expected to affect JWT's Bangkok-based Lux team, nor its regional Lipton and Knorr businesses, which are hubbed out of Singapore, Manila and Shanghai.
"The ratio of spend is certainly moving away from local and towards regional and global," said a source, noting that while JWT produced more than 100 TVCs per year for Sunsilk three years ago, that figure has dropped to around 20 per year in 2006.
Unilever regional media director Sher Mazari confirmed a general desire to shift brand development towards the global HQs — foods in Rotterdam and home and personal care in London.
"Unilever is focusing its marketing resources behind two main pillars. One, global and regional brand development for advertising and innovation; and two, local brand building centred on local marketing and customer management," he said. "The aim is to bring innovation quickly and consistently to the market across a region, while ensuring that marketing plans are tailored to local needs."
Unilever's other key agencies in Asia include Lowe on Clear, Rexona, Close-Up, Pepsodent; Ogilvy & Mather on Dove, Pond's, Comfort; McCann Erickson; and BBH. See Analysis
