Publicis opens Dialog in HK and eyes China

The Hong Kong office will be headed by executive director Ivan Lo. The former executive director of Communications Plus and associate director of Citigate Dewe Rogerson, will oversee the new office as well as explore expansion opportunities in China. Lo said Dialog was not set up to support Publicis Ad-link exclusively.

"As Publicis Ad-link does not provide below-the-line services to its clients, there is a gap that has to be filled, which is why we have been established. However, we are not restricted to only helpling Publicis Ad-link. We are open to working with other agencies because we will be sparing no effort to gain new business,

Lo said.

Publicis Dialog is stepping up its plans to expand regionally, particularly in China where Greater China chairman Peter Chau anticipated "massive

demand for marketing services arising from WTO entry and the Beijing Olympics.

"We forecast much potential for marketing communications agencies to grow in Hong Kong and China in the coming years,

Chau said.

The agency has offices in Singapore and Australia and is planning a base in Shanghai.

Dialog opened with eight staff in Hong Kong. Lo said Dialog would expand into China after the Hong Kong office was established.

"We will strengthen our position in Hong Kong first and then expand into China. It is a huge market which needs much resources to develop effectively, in terms of forming a strong network of offices across different provinces."

He said the network chose to expand into Hong Kong because the weak economy offered greater opportunities which also translated into lower set-up costs.

"Because of the downturn, an increasing number of clients are cutting their budgets, resulting in a shift in focus from traditional promotional strategies to more below-the-line work."