TBWA sets Asia launch date for Media Arts Lab

ASIA-PACIFIC Omnicom's TBWA will launch its Media Arts Lab business model in Asia early next year, in a bid to take better advantage of media options and experiment with new creative ideas.

TBWA president Jean-Marie Dru, told Media on a recent visit to the region that the new operation would be modelled on the network? Los Angeles offering, set up to develop award-winning ads for key client Apple. "We are now 10 years old and, to be the agency of the future, I think it is really about linking ourselves to best practices,"Dru said. "Media Arts Lab will allow us to find ideas, experiment and develop that link with entertainment as it has done for Apple."

Dru, who took the helm of TBWA's global operations in 2001, when it was still a network composed of 'Independent' local agencies, said Asia was the fastest-growing region for the network.

While he acknowledged that it was often difficult to distinguish one network from another, Dru noted that it was crucial for TBWA to continue strengthening its presence in Asia, particularly in India and neighbouring markets, to serve its growing list of international clients.

Dru's visit to the region coincides with Omnicom's youngest network confirming a joint-venture with Vietnam-based Brand Care for the launch of its Hanoi and Ho Chi Minh City operations.

Keith Smith, TBWA's president, international, noted that managing director Juliana Nguyen and former Saatchi & Saatchi executive creative director Thang Le Duc would lead the new set-up.

"We will have the TBWA\ Tequila offering from the start. We were in talks with Brand Care, a local through-the-line agency, for two to three years and what's important is that they really understand international business and the Disruption philosophy,"said Smith.

He added that TBWA was also eyeing acquisitions in Taiwan and seeking to bolster its operations in South Asia. "We are starting Tequila in Bangalore, where we will be building and developing databases."Smith noted.