Lighthouse, NDM merge for strength

CEO Eric Halter, formerly of Schober Information Group Europe before establishing NDM in 1998, and managing partner Greg Crump, formerly with McCann-Erickson Asia before establishing Lighthouse last year, met working on Heineken. "We offer synergy across different communications," said Crump. "Also, since the 1997 economic crisis, there have been lots of good, small agencies here, but Korean clients like the security of a bigger firm." The merged operation boasts nine staff, with plans to expand to 15 this year. The financial goal this year is 6.5 billion won (US$5.6 million) in billings. Clients include Oakwood Suites and AIG, as well as smaller domestic firms. The agency works on projects, rather than accounts. "People ask me who my competitors are, and I say, 'my clients'," said Halter. "Everyone wants to do it in-house, but they lack our experience." Added Crump: "I did presentations here, and they went well, then when you left the room, someone said, 'I have a cousin whose friend runs an agency...' It's very clubby." Despite the challenges, there is opportunity. Halter notes that Korea is at the creative level of East Germany in 1989 when it comes to DM campaigns. NDM specialises in more emotionally-driven projects than are common in Korea: its yardstick is 'new and exciting'. "What we are doing is new to Korea," said Halter. "For a Lancome campaign, we had a response rate of 18 per cent -- in this business, anything over four per cent is great. If I had these rates in Switzerland, I would not be working."