MEDIA-I: Spike reinvents its business model

<p>SYDNEY: Web content developer Spike, which has gone through several </p><p>incarnations since it was founded in the mid-90s in Australia, has </p><p>reinvented itself once again. </p><p><BR><BR> </p><p>Management has been overhauled in the latest reinvention, which will see </p><p>the company positioned as an integrated communications provider, </p><p>offering both online and offline services. As part of the overhaul, </p><p>Peter Williamson was appointed as chief executive officer. </p><p><BR><BR> </p><p>Spike has also opened an office in Singapore, and has appointed See </p><p>Ching Feng as managing director. The company now operates sales and </p><p>production offices in Singapore, Sydney, Tokyo and Hong Kong, and </p><p>employs a total of 150 people. </p><p><BR><BR> </p><p>Piers Hogarth-Scott, global sales and marketing director at Spike, said: </p><p>"We are a professionally run, real business these days. We believe that </p><p>at the top of CEOs mind is achieving a return on investment. Economies </p><p>are down and they basically want to get a bigger bang for their </p><p>bucks. </p><p><BR><BR> </p><p>"By providing integrated solutions we can help them achieve that. We </p><p>offer a much tighter communications package now." </p><p><BR><BR> </p><p>Mark Lepine, Spike general manager in Hong Kong, added: "Most of the </p><p>managers, out of the 150 people we have, are new. Only two were with the </p><p>company before. We have had a complete management change. </p><p><BR><BR> </p><p>"We have some clients asking us, 'Are you still going to be here next </p><p>year' and we answer yes. We've got Techpacific as our backing company, </p><p>who are extremely supportive and we are being run well." </p><p><BR><BR> </p><p>Spike's shareholders - Hong Kong-listed Techpacific.com and Spike </p><p>Networks - reportedly agreed to merge their respective interests in </p><p>August this year. </p><p><BR><BR> </p><p>Hogarth-Scott added: "Historically, Spike was always focused on digital </p><p>marketing, but for the past few months, we have moved away from </p><p>that. </p><p><BR><BR> </p><p>Some of our clients will underline that point. </p><p><BR><BR> </p><p>"We have a new business on a sales level. Our sales team sells all </p><p>components of our offerings. Once an opportunity is identified, sales </p><p>people can then draw on all the industries or media experts to bring </p><p>into that pitch." </p><p><BR><BR> </p>