M&C wins erode boutique image

M&C Saatchi has plugged category gaps in its Hong Kong operation,

winning a diverse range of accounts in the last three months, which is

helping the agency dispel the "small, gweilo creative boutique"

perception it has.

CEO Ian Thubron said attracting significant senior management talent

from rival agencies - including general manager Janice Chan from FCB and

executive creative director Tan Khiang back from Singapore - plus a

clutch of awards have helped challenge this perception.

The set up of Zoo Design, with its inhouse design, studio and production

services, is also helping M&C build its new "challenger" status. "(Zoo)

enables us to handle fast turnaround business, particularly retail and

tactical."

These measures bore fruit in the last three months when M&C faced off

against larger, network rivals on the pitch field.

It won the OneTel account in a pitch against Euro RSCG, Dentsu,

Hakuhodo, and TBWA; Gateway in a regional pitch with M&C Saatchi

Singapore against McCann-Erickson; and Asiaweek against Ogilvy & Mather,

DDB and McCann.

The BUPA Medical Insurance, USI Properties and Kowloon Dairy businesses

were awarded without pitches.

"The wins have significantly increased our profile in Hong Kong and this

will definitely continue with several significant developments in the

pipeline," Mr Thubron added.

While the recent wins have plugged key category gaps, M&C is keen to bag

a car account, expand its packaged goods business and pull in a major

financial services client. M&C is also looking to take on additional

retail assignments with Zoo in place.

While M&C's head count has climbed - from 17 at the time of Mr Thubron's

arrival in mid-1999 and is expected to reach 40 by year end - he said

the increase had given the agency a certain critical mass. "But we

retain our medium-sized, fast and flexible nature."

Without the corporate superstructures and expensive hierarchies of

larger competitors, Mr Thubron said the agency had achieved two things:

"we are competitive with larger agencies, often more cost effective for

clients, and we enjoy higher profitability ... at a time when other

agencies are struggling to break even.

"And we share this profit with staff."