JWT takes over local partner to expand into Pakistan

KARACHI: J. Walter Thompson has bought out Asiatic, its affiliate

partner in Pakistan. The move makes the agency, which will be known as

J. Walter Thompson Asiatic, the first in Pakistan to be wholly owned by

a major multinational network.

Asiatic is the third largest agency in Pakistan, with billings of

USdollars 9.8 million for 2000. Before the buy-out, the company had been

a JWT affiliate for 12 years.

JWT Asia-Pacific chief operating officer Kevin Ramsey said that the bulk

of the local agency's work would initially come from the network's

international clients, with servicing the Unilever business in Pakistan

a particular priority.

J. Walter Thompson Asiatic's initial client list will number 70

companies.

In addition to Unilever, the agency's clients include Shell, Novartis

Hyundai, ABN AMRO, Toshiba and LG Electronics.

Ramsey added that the move had been prompted by client demand, and by

the agency network's faith in the potential of the Pakistani market.

"We're moving into places that are important to our clients," he

commented.

"We see our network as the key strategic advantage. We believe in

Pakistan as a big growth opportunity, and we also recognise that if we

are going to establish a truly international agency with a truly

international product there, we should be controlling that

ourselves."

The agency will continue to be run by incumbent chief executive/managing

director Karim Rammal, son of Anwar Rammal, who founded the company in

1963. He will report to JWT's Mumbai-based Central Asia boss Mike

Khanna.

JWT Asiatic currently employs 179 people and also has an office in

Lahore, which it opened in 1996. The network is not planning to make any

significant personnel changes.

JWT International group president Miles Colebrook said: "We will make

significant investments in manpower traning which will help JWT Asiatic

to further upgrade its creative standards and approach to planning

advertising.

"The economy of Pakistan has tremendous potential and the prospect of

more foreign investment is bright, which will ultimately generate more

business revenue and more advertising opportunity."