HONG KONG (AdAgeChina.com) -- Ogilvy & Mather Worldwide has promoted Paul Heath to a newly-created role, worldwide director of Ogilvy & Mather Advertising. He will continue to hold his existing role, CEO-Asia/Pacific and will remain based in Hong Kong.
Mr. Heath first joined Ogilvy as a graduate trainee in London in 1987 and left in 1990. He rejoined the agency in early 2004, as director-operations, Asia/Pacific, based in Hong Kong. Previously, he was a partner at Brazilian interactive agency RPM Produtora in Sao Paulo.
Unlike Ogilvy's other disciplines, Ogilvy & Mather Advertising did not formally have a global leader until now. According to a company statement, Mr. Heath will work with the regional directors such as David Mayo in Singapore, Hugh Baillie in London, Simon Pearce in New York, and Fernando Musa in Sao Paulo to drive the division's business development and lend momentum to Ogilvy's largest discipline.
During the past year in Asia, Mr. Heath has helped Ogilvy & Mather win new business from advertisers such as Shangri-La Hotels and Resorts, Rolex, Prudential, Coca-Cola Co. and the Indian pay-TV provider Tata Sky.
Besides pushing new-business growth around the world, Mr. Heath also wants to rejuvenate the role of advertising, which "in the traditional sense has taken a beating in the popularity stakes over the last decade, with the demise of TV leading the headlines," he said.
"We believe the biggest opportunities, particularly for emerging markets, lie in understanding how this medium works and how best to combine TV with other mediums to develop innovative communications for our clients."
His appointment to a global role also illustrates the rising role that Asia now plays within networks. According to Informa's research division, TV advertising revenue in Asia/Pacific reached $ 27.9 billion last year, overtaking western Europe, where revenue reached $26.7 billion. Higher spending in Asia is largely caused by significant budget increases by advertisers in China and India. North America, meanwhile, remains the world's largest TV-ad market at $38.9 billion.
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