Ogilvy's Initiative Group makes move into Asia market

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

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