McCann-Erickson's relationship marketing unit is boosting its
presence in Asia-Pacific because of the explosion in the number of media
channels that advertisers can use to target and interact with
people.
McCann Relationship Marketing (MRM) currently has operations in Hong
Kong, Japan, India and Australia.
An office was recently set up in Shanghai, with plans in the pipeline
for Taiwan and other major markets in the region.
MRM's worldwide chief operating officer Pamela Larrick said the time was
now ripe to expand.
"The economy is better and clients are more aggressive. The key thing is
that there is a multitude of new ways to talk and interact with
consumers - the Internet, WAP, PDAs - which mean that companies realise
they must put more focus on the relationship they build with their
customers.
"We will, therefore, be pretty aggressive in developing or acquiring the
resources we need in this region to provide clients with the type of
support they require," she told MEDIA.
MRM Hong Kong general manager Henrik Monefeldt added: "It's very
important that the brand is displayed consistently through all the
channels now available to advertisers as well as conveying similar
messages."
The growing focus in relationship marketing is seen by the fact that MRM
in Hong Kong has grown rapidly in the 18 months since it was set up with
Cathay Pacific as its only client.
Mr Monefeldt said that today, it has 10 active clients including PCCW
HKT, Marriott Hotel, Black & Decker and Japan Tobacco.
As relationship marketing has a long history in North America, Ms
Larrick said that MRM in the United States was well positioned to
organise and transfer knowledge, technology, best practice and people to
Asia-Pacific.
