M&C wins erode boutique image

<p>M&C Saatchi has plugged category gaps in its Hong Kong operation, </p><p>winning a diverse range of accounts in the last three months, which is </p><p>helping the agency dispel the "small, gweilo creative boutique" </p><p>perception it has. </p><p><BR><BR> </p><p>CEO Ian Thubron said attracting significant senior management talent </p><p>from rival agencies - including general manager Janice Chan from FCB and </p><p>executive creative director Tan Khiang back from Singapore - plus a </p><p>clutch of awards have helped challenge this perception. </p><p><BR><BR> </p><p>The set up of Zoo Design, with its inhouse design, studio and production </p><p>services, is also helping M&C build its new "challenger" status. "(Zoo) </p><p>enables us to handle fast turnaround business, particularly retail and </p><p>tactical." </p><p><BR><BR> </p><p>These measures bore fruit in the last three months when M&C faced off </p><p>against larger, network rivals on the pitch field. </p><p><BR><BR> </p><p>It won the OneTel account in a pitch against Euro RSCG, Dentsu, </p><p>Hakuhodo, and TBWA; Gateway in a regional pitch with M&C Saatchi </p><p>Singapore against McCann-Erickson; and Asiaweek against Ogilvy & Mather, </p><p>DDB and McCann. </p><p><BR><BR> </p><p>The BUPA Medical Insurance, USI Properties and Kowloon Dairy businesses </p><p>were awarded without pitches. </p><p><BR><BR> </p><p>"The wins have significantly increased our profile in Hong Kong and this </p><p>will definitely continue with several significant developments in the </p><p>pipeline," Mr Thubron added. </p><p><BR><BR> </p><p>While the recent wins have plugged key category gaps, M&C is keen to bag </p><p>a car account, expand its packaged goods business and pull in a major </p><p>financial services client. M&C is also looking to take on additional </p><p>retail assignments with Zoo in place. </p><p><BR><BR> </p><p>While M&C's head count has climbed - from 17 at the time of Mr Thubron's </p><p>arrival in mid-1999 and is expected to reach 40 by year end - he said </p><p>the increase had given the agency a certain critical mass. "But we </p><p>retain our medium-sized, fast and flexible nature." </p><p><BR><BR> </p><p>Without the corporate superstructures and expensive hierarchies of </p><p>larger competitors, Mr Thubron said the agency had achieved two things: </p><p>"we are competitive with larger agencies, often more cost effective for </p><p>clients, and we enjoy higher profitability ... at a time when other </p><p>agencies are struggling to break even. </p><p><BR><BR> </p><p>"And we share this profit with staff." </p><p><BR><BR> </p>