Accenture's Doug Pearce

Other news in Greater China

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SHANGHAI--Accenture Marketing Sciences has launched a media services business in North Asia led by Shanghai-based Director Doug Pearce, 49, and designed to help marketers measure and forecast returns from their advertising investment, improve the efficiency of their media spending, and optimize their investment in branding. Accenture will also help advertisers manage agency pitches and handle media auditing.

Mr. Pearce’s appointment follows the acquisition of Mediasenz, an Australian-based Media Auditing firm, lin May 2007. Although his role covers Greater China, South Korea and Japan, Mr. Pearce initially will focus on building Accenture’s media business in China.

“We see China as a major growth opportunity and it’s where our clients say they need us right now, this is such a complex and fragmented media marketplace. There are so many challenges, the size of the market, the difficulty with logistics and distribution, strong local competition, questionable accuracy of data, that sort of thing is really compounded in China,” said Mr. Pearce.

"Marketers are also trying to go a long way with limited budgets in a competitive marketplace, so optimization of spending is critical. There are great demands here on how you stretch marketing investment. Clients need assistance in using sales and share results to figure out what’s working and what’s not."

As advertisers move deeper into China's second and third tier cities, he added, "they face new questions about which markets they should go into, which products they should sell, what media mix they should go with and so on. We rely on access to sales and share data and other measurements, put that against media investment, analyze what’s working and what’s contributing to sales performance to see how we can improve returns.”

Mr. Pearce moved to Shanghai in 2000 as managing director of Leo Burnett Worldwide’s office there. Between 2002 and 2005, he returned to his native Australia to manage that market for Starcom, another Publicis Groupe media agency.

In 2005, Starcom relocated Mr. Pearce back to Shanghai from Melbourne as CEO, Greater China. He resigned in October 2006, following Starcom’s decision to split the Greater China role into two business units for north and south China.

In the past year he has founded an art auction business in Shanghai but said he was “tempted back into the corporate world,” because the Accenture position was “something a little different to the traditional agency or media role and I see huge growth opportunities in this area.”


Other people news in Greater China

[hong kong] The former CEO of Star Group, Michelle Guthrie, has joined Hong Kong-based Providence Equity Asia as managing director. Ms. Guthrie resigned from Star in January 2007 after leading the News Corp. satellite TV division for six years.

[beijing] DDB Worldwide's Tribal DDB interactive arm has appointed Beijing-based Dirk Eschenbacher as regional exec creative director, Asia/Pacific, a new position. Previously, he was regional creative director, Asia/Pacific at Ogilvy Group's OgilvyOne as well as exec creative director of OgilvyOne, Beijing.

[beijing] TBWA Worldwide has appointed Alice Lee as business director of its Beijing office, a new position directing the Omnicom Group agency’s account management team and driving new business efforts. Previously, she was based in Hong Kong as corporate marketing manager for soccer at the Hong Kong Jockey Club. Before that, she worked at Leo Burnett Worldwide, McCann Erickson and Samsung Advertising in Hong Kong and Beijing.

TBWA has relocated Richard Cotton to Shanghai as group account director, a new position leading the agency’s Nivea and McDonald’s business. Previously, Mr. Cotton was based in London, where he joined TBWA in 1999, and worked on brands such as Virgin Megastore, Habitat and Waterstones.

And in Hong Kong, TBWA has appointed Patrick Tom as head of art-group creative director, a new position. Most recently, Mr. Tom was exec creative director at Eight Partnership in Hong Kong. Before that he was head of art at Saatchi & Saatchi, Hong Kong.
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