Carroll, who recently took over as chief executive of the Omnicom Group agency from Jean-Marie Dru, said that the installment of a new regional head for Asia would depend on the needs of Hong Kong-based international president Keith Smith.
“It’s a question of what Keith wants,” Carroll said, explaining that although Smith appeared “tireless”, having been “in startup mode for nine years”, his international role increasingly required him to work outside the region.
Carroll gave no indication as to potential candidates to fill the position, but hinted that it was a challenge for global senior management to devote the requisite amount of time and attention to Asia.
Aside from Keith Smith, the agency’s regional leadership currently comprises Phil Brett, regional MD for Tequila, China CEO Gavin Heron, EVP Ian Thubron, and regional director Emmanuel André.
However, Carroll explained that André was preparing to relocate from Hong Kong to New York, where he would be responsible for building and maintaining stronger connections between Asia and the rest of the network to fuel development.
“He will be bringing Asia to New York,” Carroll stated, commenting that André’s cultural perceptiveness and enthusiasm for Asia would be a valuable asset in his new role. “He will be an advocate for Asia.”
André’s return to the US, scheduled for September, will mark the end of a two-year stint in Hong Kong.
Contrasting the continued growth of Asia with the slowdown of the US and European markets, Carroll said that the region had become a key area of focus for TBWA.
“The voice of Asia is becoming so much stronger every day,” he said.
“You just won’t get the same growth rates in Europe of the US. It’s not all about the UK, Paris and the US any more. Asia is really contributing to the quality and character of the company.”
A senior source within TBWA’s regional team noted that Asia was currently “punching above its weight in terms of attention”, pointing out that Carroll would be likely to devote to Asia an amount of time proportionately larger than the revenue that the region currently generated.
Far from being a “forgotten outpost”, added the source, Asia could become a generator of ideas that would drive growth of the network in other markets.
TBWA to bolster Asia leadership
GLOBAL - TBWA\Worldwide chief executive Tom Carroll (pictured) has suggested that an additional level of management could be necessary to support the agency's Asia-Pacific operations, as its regional growth continues to outshine stagnant markets in the West.
