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."

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