O&M consultancy wins Chinatrust commercial bank business

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HONG KONG--Ogilvy & Mather Worldwide's specialist management consultancy, The Initiatives Group, has entered Asia and already won a contract to provide marketing services for a leading Taiwanese private bank, Chinatrust Commercial Bank.

Initiatives Group's brief is to analyze Chinatrust's customer database and develop marketing programs based on an innovative market segmentation model.

Initiatives Group will establish its first Asian office in Singapore, with another in Taiwan to follow, according to the group'sdirector, Ian Jamieson. Hong Kong and China are earmarked as further targets for expansion. Initiatives Group is present in Australia with clients including NCR, AMP, Adobe Systems, BHP, Westpac, CSR group, Nortel, Optus and Southcorp Packaging.

Copyright May 2000, Crain Communications Inc.

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