The straightforward objective of the company, spearheaded by two of M&C Saatchi's founding partners, Michael Moszynski, the CEO, and Alan Jarvie, the creative director, will be to assist clients drive for immediate sales. The pair were asked by Maurice Saatchi in May 1995 to set up the new Saatchi agency in Hong Kong to handle British Airways in Asia.
Mr. Moszynski says: "We found that in Hong Kong the most pressing need for many clients was for immediate sales. We achieved success by delivering integrated campaigns that not only generated results but also helped build their brands.
"At the end of the day, chief executives want to flog more gear. We will do this without cheapening their brands. We might even enhance them."
The company is already working on a number of unnamed assignments and has been shortlisted for The Conservative Party account in the U.K.
Copyright March 2000, Crain Communications Inc.