Modem Media prepares Asian ad campaign

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HONG KONG--Modem Media, an e-commerce specialist, is planning to roll out a local adaptation of its U.S. campaign across Asia early in 2000.

Advertising will target e-business decision-makers, particularly in companies with a strong customer focus.

Formerly known as ModemMedia.Poppe Tyson, Modem Media helps to build, manage and market Web sites and e-commerce businesses.

"We have not yet settled on the media schedule, but our main focus would be on Hong Kong, Singapore, Taiwan, Japan and maybe China," says G.M. O'Connell, chairman-CEO of Modem Media Worldwide in Connecticut.

Modem Media traditionally targets industry-leading companies that are No. 1 or No. 2 in their markets, such as Coca Cola Co., IBM Corp., IntelCorp. and Hong Kong property conglomerate Swire, says Mr. O'Connell.

The U.S. creative strategy -- developed in-house by Joe McCambley, world-wide creative director, and Candace Cuss, group creative director -- will not change in Asia, but executions will be localized to suit particular markets.

Mr. O'Connell declined to comment on whether an ad agency would be appointed to fine tune the campaign for Asia.

Copyright November 1999, Crain Communications Inc.

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