CIA launches Medianetwork in Asia

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SINGAPORE -- CIA Asia Pacific has reorganized its regional structure with the launch of a "consultancy and coordination center" which will be run by Stephanie Besse in Singapore.

Dubbed CIA Medianetwork International Asia (CIAMIA), the unit is "part of CIA's global objective of delivering clients maximum effectiveness through optimizing strategic media planning with best practices and full leverage of clients' buying power," according to CIA Regional Managing Director Mark Austin.

Following the path of CIAMIA's sister company in London, the new consultancy aims to provide cross-market media management and is designed to offer more accountability to clients, Ms. Besse says. "Only a coordinated approach can allow advertisers to have full control of their media investment."

Mr. Austin adds that the unit starts out with three new clients: Drypers, Cussons and Playthings. Drypers is preparing a new ad campaign for its diapers in Singapore in the coming months, Cussons has appointed CIA to handle a test campaign and Playthings, a leading distributor of toys in Singapore, has appointed CIA for all media.

Copyright July 1998, Crain Communications Inc.

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