ADFEST: ROWDEN SAYS ASIA LEADS THE WAY IN NEW MEDIA AND INTERACTIVE MARKETING

Ian Rowden, the Sydney based Chairman and CEO of Saatchi & Saatchi Asia Pacific used the occasion of AsiaPacific AdFest to declare that Asia is leading the way in new media and interactive marketing.

“Internet users have topped 160 million in China and 50 million in India,” says Rowden. “And the numbers of minutes online via fixed or mobile lines are double what they are in the US. With those numbers, old agency models have to be radically rethought.

“In many key areas, Asia is far ahead in the acceptance of new media as a platform for ideas-driven marketing in comparison with traditional markets, adds Rowden. “We’ve got over 44 million mobile web users in China alone, and huge numbers in more embedded countries like Japan, Korea and Singapore. Our clients know this, and are asking for relationships that are based around new media and interactive strategy.”

Rowden sees a watershed moment for the region and intends to have Saatchi & Saatchi Asia Pacific poised to take fullest advantage of it. “Asia Pacific is really a beacon for the rest of the world when it comes to embracing an integrated new media strategy. That’s what makes the region so exciting at the moment.”

“In the future, our client teams will be structured around a strongly interactive, new media core,” continues Rowden. “As a company that sets itself apart on the strength of its ideas, we need to lead the way in opening new channels for people to interact with the brands they love.”

With the advent of this new business model clients of all sizes in Asia Pacific will also see the benefit of globally linked new media teams working for them. “Our Asian clients will have in-market teams growing intimate with their customers, supported by new media expertise sourced from around the global Saatchi network,” says Rowden. “These cross-border, cross-disciplinary teams are a completely new way of approaching advertising. They can give our smaller, growing clients instant visibility internationally, and our global clients laser-sharp focus in local markets.”

Tom Eslinger (left), Saatchi Worldwide Creative Director, Interactive, in Thailand to chair the Cyber Jury for the AsiaPacific AdFest, applauds the growing recognition of the primacy of emerging media. “When you see web movies beginning to win European film awards, when great content produced for mobile broadband in China becomes the biggest viral success in Scandinavia, you know it’s time to throw away the old categories. Everything we do now is new media and it’s all about bringing interactivity to the foreground.”

Continuous refocusing of its business is part of the way Saatchi & Saatchi evolves and strengthens itself. “We are absolutely determined to lead the way in Asia Pacific, and an integrated new media strategy combined with brilliant, interactive ideas is the path forward,” concludes Rowden, who is only one month into his tenure as regional Chairman and CEO.

“Our clients are seeing the potential of a non-traditional approach and Saatchi in Asia Pacific will respond to that as the premier new media agency for the region.”