Universal McCann steps up roll-out in Asia-Pacific

<p>The roll-out of Universal McCann (UM) across Asia-Pacific is almost </p><p>complete, following recent launches in China, Hong Kong and </p><p>Thailand. </p><p><BR><BR> </p><p>McCann is among the last of the major agency networks to set up a </p><p>unified media brand; however, UM executive VP and worldwide operations </p><p>director Murray Dudgeon said in Hong Kong recently that this was "to </p><p>make sure we had a point of difference for our clients". </p><p><BR><BR> </p><p>He told MEDIA that the agency had to ensure that its research and </p><p>analysis capabilities were up and running in each of the market in which </p><p>it planned to launch UM. </p><p><BR><BR> </p><p>Added UM Hong Kong general manager Roid Sin, "Putting in place the </p><p>processes and then getting the right people and training them to make </p><p>them knowledgeable about the processes takes time." </p><p><BR><BR> </p><p>However, Mr Dudgeon stressed that UM did not represent an unbundling of </p><p>media from the main agency. </p><p><BR><BR> </p><p>"Media must be totally integrated into the planning business. Media must </p><p>be close to the agency and sit at the forefront of the planning </p><p>process. </p><p><BR><BR> </p><p>That means you need the creative team and the account handlers close </p><p>by," he said. </p><p><BR><BR> </p><p>Other Asia-Pacific markets UM has already launched in are Malaysia, </p><p>Singapore, Korea, Taiwan, India and the Philippines. Japan will launch </p><p>by before the end of the year. </p><p><BR><BR> </p><p>Thailand was one of the more recent countries that UM has launched in, </p><p>with tailor-made media tools all developed especially for that </p><p>market. </p><p><BR><BR> </p><p>These include interactive media, public relations, experiential </p><p>marketing, market research and event management. </p><p><BR><BR> </p><p>The local management team is headed by MD Sakda Preechawipat, who said </p><p>UM has been conceived differently compared to unbundled media </p><p>operations. </p><p><BR><BR> </p><p>"Universal McCann will give new meaning to media by ensuring its role at </p><p>the forefront of the communication planning process and campaign </p><p>development in Thailand," Mr Sakda said. </p><p><BR><BR> </p><p>He added that UM raised the importance of media and its contribution to </p><p>effective advertising. </p><p><BR><BR> </p><p>"The local resource and structure has been developed to promote more </p><p>potent communication solutions facilitated by 'holy grail' media tools </p><p>and tighter integration with core strategic and creative disciplines </p><p>within the main agency." </p><p><BR><BR> </p><p>Echoing Mr Dudgeon's comment, Mr Sakda said UM is not a media </p><p>separation, but an elevation of media products built on client needs to </p><p>provide greater optimisation of message and channel integration. The </p><p>company has also launched Next Generation Media Practice, which aims to </p><p>monitor Thai consumer's relationship with media. </p><p><BR><BR> </p><p>This required commissioning the largest single piece of media research </p><p>ever conducted by Media In Mind advertising agency. </p><p><BR><BR> </p><p>Mr Sakda said the proprietary study would allow UM media professionals </p><p>to glean new insights into the way Thai consumers view media and the way </p><p>in which their attention and receptivity to media changes across the </p><p>day. </p><p><BR><BR> </p><p>According to Mr Dudgeon, UM's worldwide billings totals US$15.2 </p><p>billion, with Asia-Pacific accounting for US$2 billion of that </p><p>figure. </p><p><BR><BR> </p>