Prime mover behind the switch is NBC Asia's new Marketing and Communications Manager Ann Tsang, who says M&C Saatchi was selected for its "fresh and lively, yet sophisticated approach. The agency is enthusiastic and ready to hit the ground running to promote NBC Asia's full potential," she says.
M&C Saatchi first pitched for the account 10 months ago, but lost out to J. Walter Thompson.
Although few details were revealed about plans for new campaigns, Tsang has already introduced a new print campaign that focuses on NBC Asia's on-screen presenters. Today's announcement was combined with the launch of a new global peacock logo for NBC's business channel, CNBC. CNBC was launched in Asia in June 1995 and claims distribution in 3.3 million households across the region.
On October 17, customised versions of CNBC and sister entertainment channel, NBC, will be launched in India. The India feeds will be the fourth for both channels. Both are already distributed in Mandarin for China, Mandarin for Taiwan, and English.
NBC Asia president S.K. Fung said there had been a 200% increase in advertising revenue in the third quarter of 1996 compared to the same period last year. These results are attributed mainly to CNBC, which launched in June 1995.
Copyright October 1996, Crain Communications Inc.