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BBDO rolls out in Vietnam |
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Written by Webmaster
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Wednesday, 14 February 2007 |
 BBDO has opened its doors in Vietnam with a new agency to be headed by JWT executive creative director David Smail. The
agency’s founding client is Fonterra, a global account won by the
network last August, and the agency is in talks with a number of other
undisclosed advertisers. BBDO Vietnam was set to launch in a
non-equity partnership with local shop Golden Advertising, but
exploratory talks broke down. It is believed the two parties disagreed over which would have greater control over the new company.
BBDO’s
below-the-line arm Proximity will later be added to the agency
offering. BBDO Asia-Pacific CEO Chris Thomas said: “Our first focus is
BBDO, and Proximity will come in due course. That said, the agency will
be integrated from the outset with the full suite of creative
capabilities — which you absolutely have to have to operate in this
market.”
He added: “It is very much a start-up, and we have no
pre-conceived notion of the size we’re looking to achieve. We will
focus on working with clients who demand high-quality advertising —
that’s the way the agency will grow.”
Smail, who has two months
of his contract to see out at JWT, will formally open the agency in
April. He has operated in the country since 1997. Before JWT, he had
spells at Y&R and Ogilvy & Mather. Smail was the first
Vietnam-based creative to win a Cannes Lion, and has also won at One
Show.
“I’ve been in discussions with David for some months. He’s
doing good work, winning awards and is a talent magnet for local
people,” said Thomas.
Smail added: “I’d like this (set up) to be
considered the first real agency started in Vietnam based on the
strength of its creative.”
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