This brings to eight the number of markets in which Tequila has set up
operations including Singapore, Hong Kong and Shanghai. A New Zealand
set-up is also in the pipeline.
The agency, which offers interactive, sales promotion and CRM solutions, is keeping up the growth momentum despite the soft regional economy because "it has come of age", said TBWA Asia-Pacific chairman Keith Smith.
"These roll-outs aren't being done because things like CRM have become
fashionable. Of course, they are important but we see Tequila as having
reached a critical mass which enables it to grow on the back of TBWA,"
he said.
Tequila, with a client base that includes Seagram, Virgin Mobile and Philips Consumer Communications, achieved gross annual billings of US$100 million, about 10 per cent of TBWA's billings.
But, despite the roll-out of new Tequila operations, the below-the-line unit will continue to work closely with TBWA. "We hope we can attract clients who want completely integrated marketing communications services. It is something that clients are increasingly looking for," said Smith.
