Soh spearheads Fallon's expansion push into Asia

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