"Traditionally, the agency that handled a certain account would also have the right to buy media for the product in one package. But now things are quite different," Vichien says. "The creative part of a campaign may be assigned to one agency while the media buying will be handled by another."
Vichien declines to name the European company with which Chuo Senko is talking. He adds that Chuo Senko is planning to expand its new branch in India. "While other agencies are delaying business expansion, our company thinks it is the right time to aggressively expand to help our clients in a poor economic environment," he says. Chuo Senko has set a 1997 billings target of $52m, up 30% over last year.
Copyright June 1997, Crain Communications Inc.