WPP Group’s RMG and JWT offices in Beijing “are collaborating in an increasingly close manner, particularly on Nokia,” said Tom Doctoroff, JWT’s China CEO and area director, Northeast Asia.
"[Ms. Koo’s appointment] represents a huge investment in that office's capabilities," he said. "She is a top-notch, holistic thinker regarding maximizing high-value consumers’ revenue generation over time. She is also a very strong brand thinker.“
Besides Nokia, RMG also works with Hewlett-Packard in China, said Ms. Koo. "These two companies are by biggest priorities, but I'm also trying to build our client portolio in Beijing."
Since 2005, the Singapore native has served as executive partner-direct and data at Euro RSCG’s 4D arm in Shanghai. In addition to leading CRM activities for Euro RSCG in China, she was brand leader for marketers such as Diageo (Johnnie Walker), Jaguar and American Standard.
Before that, she was general manager of Ogilvy One, Hong Kong. Starting in 1997, she spent seven years in a regional role with DYR/ Wunderman, providing in-country assistance to offices in Taiwan, Malaysia, Thailand, Vietnam and the Philippines.
Below-the-line marketing has become increasingly important for marketters in China, such as field marketing, events, promotions, retail and in-store promotions, direct mail and e-commerce. Although the state-owned broadcaster China Central Television, or CCTV, has national distribution and there are major provincial channels that reach nearly as many viewers through pay-TV distribution networks, only the largest advertisers such as Procter & Gamble Co. and Unilever benefit from mass-market reach.
Of the country's 1.3 billion people, only about one-third of its population, at most, are potential consumers, particularly for multinational marketers selling foreign brands. The rest of the population lives in rural areas that are a distribution nightmare to reach, plus the people who live there endure extreme poverty.
The result--ironically, for such a large country--is an increasing need for one-to-one communication. Nearly every international advertising network, such as JWT, are investing heavily in relationship marketing divisions.
The industry is expanding as multinationals move in China's smaller cities and towns, said Ms. Koo, "but we need to apply different ways of communicating with consumers with each target market." Luxury marketers, she said, "benefit from one to-one personal relationships," so the focus is on events, personal relationship managers, and online communication, which work very well together. Direct mail still works but the quality needs to be high. Marketing cosmetics depends more on retail and online media, as e-commerce growth is skyrocketing in China.
Other appointment news in Greater China
[shanghai] Pete Heskett, formerly the head of planning, China at Bartle Bogle Hegarty in Shanghai, is relocating to Singapore as planning director, Southeast Asia at JWT, a new position.
Following Mr. Heskett's departure, BBH has appointed two senior planning directors for China based in Shanghai. Tracey Lee will join the agency in late June from BBH, New York, where she is group planning director. Tracey Ruddy will join the agency from Bangkok, where she is regional planning director at Ogilvy & Mather.
[hong kong] The Economist Group has appointed Huw Harries in Hong Kong as regional sales director for CFO Asia, a monthly with 37,000 readers across the region, and CFO China, a Chinese-language monthly. Previously, he was publisher of Cargonews Asia, also in Hong Kong.
Mr. Harries succeeds David Chalmers, who recently resigned from the Economist Group after nearly ten years with the U.K. publishing company. He joined the Economist in Europe as a sales executive at CFO Europe in 1999. He relocated to Hong Kong in 2004 in his present role. Mr. Chalmers will spend the next few months taking an intensive Mandarin course at Beijing University.
[beijing] LarsonO'Brien has hired Simon Hicks in Shanghai as managing director of its China operation. Previously, he was general manager of McCann Worldgroup's digital marketing communications division MRM Worldwide in Beijing. The Pittsburgh, Penn.-based communications firm, which offers advertising, public relations and interactive marketing services, recently acquired Dashi Design, a Chinese advertising and graphic design service headquartered in Beijing, with offices in Shanghai.
LarsonO'Brien also appointed Shanghai-based Neil Hardwick as non-executive principal director, an advisory role. Mr. Hardwick continues to hold his current full-time job as CEO of Attica, an entertainment company in China. Until 2007, he worked at Publicis Worldwide, where he last served as Shanghai-based CEO, China and VP, Asia/Pacific, based in Shanghai. Before joining Publicis in 2003, he was CEO of Saatchi & Saatchi, Taipei.
[shanghai] Shanghai-based Alex Ruffle has returned to MindShare after a short sabbatical, resuming his position as managing director, China of Advanced Techniques Group, MindShare's in-house econometric modeling consultancy.
[shanghai] Eddie Wong has resigned as Euro RSCG's exec creative director, Greater China, based in Shanghai, to set up his own agency in China.
The agency currently has no plans to replace him, said Dalton Dorne, Euro's regional marketing manager in Beijing. "He was tasked with building up the creative teams and creative standard, and he has done this and we feel the teams in each office are very strong."
[hong kong] The Financial Times has promoted David Pilling to Asia editor, based in Hong Kong, effective September 2008. Currently, he is the newspaper's Tokyo bureau chief, and previously served as pharmaceuticals correspondent and deputy features editor in London. Mr. Pilling will oversee the editorial development of the FT's Asia edition, launched in 2003. He succeeds Victor Mallet, who is moving to Spain to become the Financial Times' Madrid bureau chief after five years in Hong Kong.
[beijing] Hill & Knowlton has appointed Lynn Fong as North Asia director in Beijing of its digital communications practice, which provides digital strategy, new media insights and solutions to advertisers. Previously, she was digital director, China at MRM Worldwide, part of McCann Worldgroup, Beijing. Before that, she was senior business manager, media services at Yahoo in Hong Kong.
[hong kong] Two of Ogilvy & Mather's top creatives in Hong Kong--regional art director James Li and copywriter Jonathan Cockett--have relocated to Singapore to join Iris, an independent integrated marketing agency. Mr. Li joins the agency as creative group head, while Mr. Cockett is now a senior creative there.
[beijing] OgilvyOne has appointed Doug Schiff as exec creative director of its Beijing office . Previously, the creative group head of DraftFCB, San Francisco, Mr. Schiff succeeds Wang Daqing, who resigned as ECD of OgilvyOne last week after just seven months in the job to pursue a career in film. Mr. Schiff will work with Kweichee Lam, ECD of Ogilvy & Mather, Beijing.