According to JWT China CEO Tom Doctoroff, the move will improve trade marketing specialist Always’ strategic capabilities, and also provide Ignite with the benefits of Always’ extensive nationwide network.
The agencies will retain separate identities, with Always headed by GM Gary Fung, and Ignite by GM Rodney Cao. In addition, Joe Wong comes aboard from JWT Vietnam to head activation at Always.
“Always is a disciplined marketing machine. We need to make it a more modern one that is flexible,” said Doctoroff. “For Ignite, it brings them into very close collaboration with the whole network.”
The move comes almost three years after JWT took an ownership stake in Ignite, and one year after it acquired Always. “We used to be more focused on execution,” said Always founder and CEO Cai Hua. “But after being acquired by JWT, we plan to upgrade our strategic and planning capabilities. Ignite is very good in this area, so it can help us a lot.”
Always’ key clients in China include the likes of Unilever, Nokia and Philips, while Ignite tends to focus on second-tier MNCs and local clients.
“Always needs to increase its trade marketing capability, to become more planning and advisory,” noted Doctoroff. “We also need an activation capability that is totally integrated.”
Ignite’s Cao added: “We are limited in terms of scale, so through the merger we can have more resources and people, and save costs.”
