J. Walter Thompson has acquired below-the-line specialist Image Factory
in China, in a bid to strengthen its competitiveness in offering one-
stop communication services.
Image Factory will operate independently, with no plans to integrate its
team into the JWT structure, and both will implement separate price
structures.
JWT Shanghai managing director Tom Doctoroff told MEDIA there would be
virtually no interaction between the account departments of the two
entities.
He said this was a way to retain clients who might otherwise look for
below-the-line services from other shops with lower prices: "While
clients are willing to pay a JWT-level premium for below-the-line
material that tie into our above-the-line work (branding ideas), they
are not willing to do so when there is no creative connection. This
represents a loss of revenue to us."
Image Factory's expertise in below-the-line disciplines would be
expensive and time-consuming for JWT to develop in-house, he added.
With about 25 employees, Image Factory was founded by Mr Michael McComb
four years ago in Shanghai, with the majority of its client base being
multinational. Image Factory is now run by MD Michael Tang, who also
owns a minority share in the venture with JWT.
With total billings of more than Rmb 10 million, Mr Tang said the
below-the-line business was facing stiffer competition, particularly
from local companies.
