Grey M'sia appointed regional HQ for SEA

<p>Grey Malaysia has been restructured to be the regional headquarters </p><p>for Southeast Asia. </p><p><BR><BR> </p><p>The agency's Kuala Lumpur base aims to be the centre of excellence for </p><p>its area of responsibility which consists of Singapore, Cambodia, </p><p>Vietnam, Laos, Myanmar, Brunei as well as Malaysia. </p><p><BR><BR> </p><p>Grey Malaysia managing director John Burbidge said the restructuring was </p><p>about centralising resources for more efficient and effective use. </p><p><BR><BR> </p><p>"The aim is to establish a resource centre for use anywhere in Southeast </p><p>Asia. It is more than a line management thing," he told MEDIA. </p><p><BR><BR> </p><p>Mr Burbidge said that Kuala Lumpur was chosen over Singapore because the </p><p>cost of running an operation is significantly less in Malaysia compared </p><p>with its southern neighbour. </p><p><BR><BR> </p><p>He added that the new regional hub was important because "volumes are </p><p>not high enough to make full service operations viable in places like </p><p>Cambodia, Vietnam and Myanmar. </p><p><BR><BR> </p><p>The Kuala Lumpur base will house all the top-end specialists who could </p><p>service clients anywhere in the region". </p><p><BR><BR> </p><p>Under the restructuring, divisions such as public relations, direct </p><p>marketing, healthcare, promotions and merchandising, advertising and </p><p>media will be turned into 100 per cent owned partner companies. </p><p><BR><BR> </p><p>In addition, Grey Malaysia has been renamed Grey Worldwide, Southeast </p><p>Asia. </p><p><BR><BR> </p><p>Grey Malaysia, meanwhile, has rebounded strongly from the financial </p><p>storms of the late '90s. </p><p><BR><BR> </p><p>Capitalised billings for this year are estimated to total US$27.5 </p><p>million, sharply up from US$14.5 million in 1999. </p><p><BR><BR> </p><p>The figure is forecast to jump to US$41.5 million next year. </p><p><BR><BR> </p><p>The healthier outlook has been spurred on in part on increased </p><p>assignments from existing MNC clients, BAT, P& G and Oracle. </p><p><BR><BR> </p><p>The agency has also been helped by new business wins including Time, </p><p>Maybank, Glaxo, Pfizer, Perodua and Petronas. </p><p><BR><BR> </p>