HONG KONG: American creative hotshop Fallon Worldwide is opening
its first Asian offices - in Hong Kong and Singapore - in the new phase
of its global expansion.
The Asian operation, which will roll out at the beginning of next year,
will have a lean and mean structure, according to chairman Pat
Fallon.
"It's a smarter, leaner, more technological-savvy model. It's not about
the size of distribution systems or real estate or land armies," he
said.
The Asian operation is being headed by managing partner Calvin Soh.
Soh - who spent the past year at Fallon's offices in the US after more
than 10 years in the industry in Asia, which included stints at O&M and
Saatchi & Saatchi - said he was cautiously optimistic about prospects in
the current economic downturn.
"The best time to start something is in a downturn. At a time like now,
companies normally cut back on marketing activities. So advertising now
serves to increase your share of voice in the marketplace," he said.
But Soh admitted that there were more uncertainties to take account of
these days.
Fallon, which is part of the Publicis Network, will launch its Asian
operators with two anchor clients - United Airlines and Timberland; both
companies are currently served by the agency in the United States.
