TAIPEI Former Initiative Taiwan managing director Robert Hsieh has been appointed CEO of ZenithOptimedia Taiwan, replacing outgoing MD Susan Wang, who will step down from her role next month.
Reporting to Philip Talbot, CEO, ZenithOptimedia Asia-Pacific, Hsieh will focus on driving new business growth for the agency, as well as taking a hands-on role on the operation's blue-chip roster of clients. According to Talbot, the change will be a boost for the operation.
"Fundamentally, he offers a different perspective. After seven years of Susan being (in charge), I think we're going to benefit from somebody who can look at things afresh," said Talbot. "He's local so he knows the marketplace, and he's worked on Unilever, so he has worked on the biggest accounts in the market."
Hsieh's previous experience includes stints as executive director at Carat, general manager of MindShare Beijing, VP of United Communication Group and media director of Ogilvy & Mather.
"Currently, in terms of billings, ZenithOptimedia ranks about number five," said Hsieh. "It will be very difficult to jump into the top three, so growing the company and moving ahead are the big challenges."
Hsieh will be looking to capitalise on new business opportunities, which will become more plentiful in the next two years, according to the latest Asia-Pacific adspend forecast figures released by Zenith-Optimedia.
The annual study forecasts that advertising expenditure across the region will remain robust over the next two years, averaging growth of 6.5 per cent for 2006 and 2007, and then ramping up to 7.8 per cent in 2008.
Online, a key growth channel, continues to lead the way with 39.3 per cent growth in '06 versus '05, but this is expected to slow to 26 per cent and 16.4 per cent over the next two years respectively. "There's a limit and it will start slowing, because it can't sustain that sort of 50 per cent annual growth level," said Matt Semple, regional development director, ZenithOptimedia.
