Brodeur, a unit of Omnicom Group, has appointed industry veteran Rick Allen as President of Brodeur Asia, effective August 2006. Allen will be responsible for growing Brodeur’s brand and operations in Asia. He will be based in Hong Kong and will report to Brodeur CEO, Andrea Coville.
Brodeur currently serves clients in Asia through its partnerships and equity investments in 13 markets, including InComm Brodeur (Korea) and Brodeur India. Other markets include Taiwan, Philippines, New Zealand, Singapore, China, Japan, Indonesia, Australia, Malaysia, Thailand and Hong Kong.
Commenting on Allen’s appointment, Coville said, “Rick’s background is perfect for developing our Asia network into a cohesive, regional operation. He has two decades of experience in creating multi-country programmes for clients. His marketing background aligns perfectly with what our clients are asking for – a public relations approach to building brands.”
Allen will be responsible for the region’s new business development and client service experience. This scope of work includes Asian companies and global companies coming from other parts of the Brodeur/Pleon network in the US and Europe.
“Asian organisations present a mixed picture in terms of the importance given to PR and marketing communications at the C-suite level. In fact, they have typically lagged the West in this area. With the rise of economic powerhouses like China and India, we are seeing a growing number of international brands battling against fast-rising indigenous brands, and I believe we are about to see a tipping point. As these markets mature, there will be a realisation that PR is critical to a company’s success, and the members of the C-suite will have to get on board,” said Allen.
He added that Brodeur’s approach, which focused on developing strategy and programmes that supported a brand concept and its strength in growth sectors such as consumer technology, digital media, financial services and healthcare, was, therefore, particularly timely for this region.
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