But the agency now known as DraftFCB certainly has its work cut it out if it wants to be taken seriously as a regional contender in Asia-Pacific.
By now, many are familiar with the roll call of clients and talent that have departed DraftFCB in recent years. Motorola’s interactive business in Southeast Asia — shifted out of FCBi in favour of Ogilvy Beijing — is the latest in a series of realignments that have effectively left the network functioning as a loose federation of local enterprises. But it should be remembered that the agency once boasted networked business from the likes of Samsung and Fonterra.
In particular, the loss of Samsung is often viewed as a key moment for the Asian network. However, insiders point out that the inability of the US office to export accounts worldwide — in the manner of an Ogilvy or McCann — seriously hampered any credible network aspirations.
In terms of talent, much has been stripped bare — not least the entire regional management layer, in a 2006 overhaul that carried more than a whiff of cost-savings. Now structured around sub-regions, Greater China reports to the US, while the rest of Asia reports to South and Southeast Asia chief Anil Kapoor.
DraftFCB in Asia is highly reliant on the entrepreneurial talents of the likes of Kapoor in India and Gary Tse in Greater China. Which, perversely, may be the network’s competitive advantage. In many Asian markets, the agency has solid outfits, capable of winning large local accounts. If, eventually, the Draft side of the equation is ever fulfilled in Asia, clients may have more reason to take notice.
China will put Pan’s self-belief to the test
Watch out, world — Chris Pan is going it alone. The former marketing director of Pepsi China has never been shy of trumpeting his own abilities (see www.chrispan.com) and has irritated colleagues along the way.
But there is much to admire in the 29-year-old’s unswerving self-belief and optimism — he wants to create a ‘next generation youth marketing agency’ in China. He intends to take equity in a variety of companies and use content to ‘inform and inspire’ young Chinese. His personal ambition — for his company “to make the world a little better” — reads like the inside of a greetings card.
But if he can make a success of his new venture in the cutthroat world of China’s media scene, Pan should be applauded.