Ogilvy Sees China As Key

尽管亚洲一些规模最大市场的广告支出今年一直在急剧下降，但奥美广告公司(Ogilvy & Mather)亚太区首席执行长保罗•希斯(Paul Heath)表示，该公司依然预计，中国和印度2009年的广告支出将大幅增长。希斯在出席博鳌亚洲论坛会议的间隙接受采访时说，经济低迷对亚洲广告业务的影响因市场不同甚至领域不同而有很大不同。他说，在日本韩国香港和澳大利亚等更成熟的市场，客户以非常保守的心态开始了新的一年。这些市场今年第一季度的广告支出较上年同期至少下降5%，其中一些市场的降幅还要大得多。希斯估计，日本今年第一季度的总体广告支出下降了约20%，韩国今年前两个月的电视广告支出降幅约为40%。他说，尽管亚太地区的广告支出总体呈萧条局面，但他预计奥美广告公司今年在中国和印度的收入将实现增长，虽然增速不及去年。2008年印度的广告收入增幅超过了20%，中国的广告收入增幅也大体相当。希斯说，他认为这些市场今年的广告收入将实现一位数的增长。希斯没有说具体的广告收入会是多少。奥美广告公司是WPP Group PLC的子公司，希斯说，该公司是亚洲除日本以外地区收入最高的传媒集团。奥美来自这一地区的收入约占其全球总收入的四分之一。奥美的业务包括广告公共关系数码营销以及促销，希斯说，正是由于业务范围广泛，奥美在亚洲才能一定程度上免受许多市场广告支出下降的影响。希斯说，奥美一些业务的收入增长速度快于预期。这些业务包括咨询数字媒体服务以及名为RedWorks的子公司，后者负责策划和实施覆盖整个地区的营销攻势，并会将营销内容制作成不同语言的版本，这样企业就不必针对不同的市场分别展开营销攻势了。希斯说，奥美在亚洲约60%的业务来自本地公司，其余来自跨国公司，而五年前这两块所占比例正好相反。来自本地公司的业务不断增长这一趋势预计会持续下去，特别是在短期内。希斯说，在整个亚太地区，本地公司对经济衰退的敏感度一直要低于跨国公司。他说，奥美认为亚洲地区中长期增长前景良好，这既是因为这一地区的营销策略目前仍相对不成熟，也是因为亚洲公司在世界其他地区正变得更加重要。希斯说，奥美认为自己有机会帮助中国韩国和印度的企业走向全球。Jason Dean相关阅读从谷歌业绩中探寻网络广告状况 2009-04-16网络电视成广告新宠 2009-03-30 本文涉及股票或公司document.write (truthmeter('2009年04月20日08:22', 'OVY.XX'));Ogilvy & Mather Worldwide总部地点：美国


Advertising spending has dropped sharply in some of Asia's biggest markets this year, but Ogilvy & Mather still expects to see significant growth in China and India for 2009, its top executive in the region said.The impact of the economic downturn on advertising in Asia 'is varying enormously market by market, and even sector by sector,' Paul Heath, chief executive of Ogilvy & Mather Asia Pacific, said in an interview on the sidelines of a regional conference here.In more mature markets like Japan, South Korea, Hong Kong and Australia, 'clients have taken a very conservative start to the year,' he said. Ad spending in those markets in the first quarter was down at least 5% from a year earlier -- and much more in some markets. Mr. Heath estimated that overall media spending in Japan fell about 20% in the first quarter and that television ad spending in Korea fell about 40% in the first two months of this year.Despite the overall slump, Mr. Heath said he expects Ogilvy's revenue to rise in China and India this year. although not as fast as last year, when Indian revenue rose by more than 20% and Chinese revenue grew at a similar clip. 'I think we'll see single-digit growth [rates] in those markets this year,' he said. He didn't specify the revenue amounts.Ogilvy, a unit of WPP Group PLC, is the largest communications group by revenue in Asia outside Japan, Mr. Heath said. The region accounts for about a fourth of Ogilvy's global revenue.Ogilvy's operations include advertising, public relations, digital marketing, and sales promotion, a breadth that Mr. Heath said has helped insulate it in Asia from the decline in ad spending in many markets.Revenue in some of its businesses is growing faster than expected, Mr. Heath said. Those include consulting and digital-media services, as well as a unit called RedWorks, which produces region-wide marketing campaigns and translates them into multiple languages so companies don't need to make separate campaigns for different markets.About 60% of Ogilvy's business in Asia now comes from domestic companies, with the rest from multinationals -- a ratio that was in reverse five years ago, Mr. Heath said. That trend is likely to continue, especially in the short term. 'Across the region, the local companies have been less sensitive to the economic recession' than multinationals, Mr. Heath said.Ogilvy sees opportunity for longer term growth in Asia, he said, both because marketing strategies today in the region are still relatively immature and because Asian companies are becoming more important elsewhere in the world. 'We see opportunities with companies in China, Korea, and India to help them go global,' he said.Jason Dean