Ogilvy's Initiative Group makes move into Asia market

<p>Ogilvy & Mather's specialist management consultancy The Initiatives </p><p>Group (TIG) has made its move into Asia, winning a contract to provide </p><p>marketing services for one of Taiwan's leading private banks, Chinatrust </p><p>Commercial Bank. </p><p><BR><BR> </p><p>TIG, a management consultancy with a strategic marketing focus, is </p><p>working with the bank to analyse its customer base and develop target </p><p>marketing programs based on an innovative market segmentation model. </p><p><BR><BR> </p><p>Among its key strategies, Sydney-based TIG will improve utilisation of </p><p>the bank's customer data. </p><p><BR><BR> </p><p>TIG is using its analytical tool, known as 'Slice and Dice' to increase </p><p>profit potential from the Bank's marketing programs. </p><p><BR><BR> </p><p>TIG co-founder Lance Blockley, said: "We will be introducing creative </p><p>and practical systems to analyse the Bank's 'warehoused' data and devise </p><p>effective strategies to ensure maximum use of the information. </p><p><BR><BR> </p><p>"What makes TIG different from other marketing groups is that we focus </p><p>on bottom line effectiveness - the measurable profitability produced by </p><p>these programmes - rather than just the reach or the number of </p><p>'hits'." </p><p><BR><BR> </p><p>TIG director Ian Jamieson said the assignment at Chinatrust Commercial </p><p>Bank is the first in a series of moves aimed to give the company a </p><p>significant presence in Asia. </p><p><BR><BR> </p><p>TIG will establish its first Asian office in Singapore, with another in </p><p>Taiwan to follow. Hong Kong and China are earmarked as further targets </p><p>for expansion. </p><p><BR><BR> </p>