Indiantelevision.com Team

(26 March 2009 5:00 pm)

MUMBAI: Last year, against the backdrop of a macro-economic slowdown, Lowe Worldwide witnessed a 19 per cent revenue growth from its advertising and allied communication services in Asia.

And now, based on the growth trajectory that the London-based international agency witnessed in the region, Lowe is planning to further boost its investments in Asia.

Says Lowe Worldwide chief executive officer Stephen Gatfield, "Lowe is leading the charge for Interpublic Group's investment in Asia and we have a clear focus for our network in this region."

"Lowe plans to boost investments in Asia and build up diversified services including digital capabilities, improving the marketing services offerings and bolstering its ability to deliver fully integrated solutions to our clients and hence providing a platform to lead global campaigns," Gatfield adds.

In the past quarter, Lowe claims, the agency saw a strong escalation in its Asia biz, especially on the new business front. The new businesses that the agency pocketed in the region included clients such as Thai Airways International (Thailand), BBC World (India), Unilever for Knorr (Thailand, Philippines, Vietnam and Malaysia), IKEA Friends CRM (Malaysia), Nestle for Nescafe Mixes and Nescafe Classic (Indonesia) and Zong (China) among others.

"Creating campaigns that are rooted in key consumer insights and our expertise in understanding the multicultural consumer is the key to our success in Asia. Our biggest reward is the recognition we got from our clients for helping them break through category clutter and exploring new strategic marketing directions," says Lowe Thailand chairman Charuvarn Vanasin, who oversees Lowe's South-East Asia operations.

Lowe Asia comprises India, Thailand, China, Malaysia, Singapore, Vietnam, Indonesia and Philippines.

According to the agency, Lowe India has the largest network of offices in Asia, present in five of its main metros. Also, Unilever accounts for 25 per cent of the business in India.
Lowe Bangkok is the hub office for Lowe SEA and is a diversified business with disciplines including digital, activation and PR.

Some of the new businesses won by the agency in the last few months include:

Lowe India - ET Now, BBC World News and Kwality Walls ice cream.

Lowe Philippines - Lemon Squares Design Assignment (Snack Cakes), Lady's Choice Mayonnaise Activation and a three-brand Unilever activation assignment (Surf/Vaseline/Knorr).

Lowe Indonesia - Nu Green Tea, Nescafe Mixes, Nescafe Classic, RTD Nescafe and RTD Milo.

Lowe Thailand - Thai Airways International, Knorr (global win) and AIS GSM (Telecom).

Lowe Vietnam - Unilever Knorr, Sharp Aquos and Nestle Corporate.

Lowe China - Zong and Bimbo.

Lowe Malaysia - Unilever Knorr and IKEA Friends CRM.