New McCann boss upbeat on region
Eric Einhorn, McCann Worldgroup's new director for Asia-Pacific, hopes to maintain the agency's strong performance as a leader in the global advertising industry and the No-2 player in Thailand.
Einhorn, who oversees 13 Asian markets including Thailand, said yesterday that he planned to continue the US-based, 103-year-old agency's strategy in bringing together proprietary brand strategy tools to create advertisements and demand.As many communication channels such as the Internet as well as cell phones are playing a bigger role in the ad world, another crucial requirement of all agencies is to find the right channels to direct information on specific products to certain consumer targets, he added. The Bangkok office - with 35 multinational and local corporate customers such as Microsoft, Intel, Coca-Cola and Siemens - is said to be one of McCann's most profitable in Asia. Mark Ingrouille, president and CEO of McCann Worldgroup (Thailand), declined to disclose financial figures for last year, but said the office's billings grew 20 per cent in 2004 against the industry's 10 per cent, and last year picked up 21 per cent while the industry added 7 per cent. This year, the office expects to expand at the same rate as the industry - about 7 per cent. Einhorn does not consider the current political issues as negative factors for McCann's business. He said the job of the company was to make people always take the optimistic view in all situations and always inspire people to spend for their lives in order to grow all industries, not only the ad industry. To showcase its work this year, McCann sent 200 examples among several thousand entries to Ad Fest 2006, the annual affair which tries to find the outstanding achievements of ad agencies in the region. Nitida AsawanipontThe Nation
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