Mediaedge:cia looks to APAC for growth

Global - Mediaedge:cia will invest more in its Asia Pacific business next year, in a bid to secure growth amidst the global economic recession.

Charles Couritier, Mediaedge:cia's global CEO, said the agency has targeted Asia Pacific, and in particular the markets of China, India and possibly Australia, as the areas for where the biggest growth can be achieved in 2009. Courtier said Mediaedge:cia will be hiring more staff and invest in management and resources across APAC to secure growth.

"You're not going to get growth from the US and Western Europe next year," Courtier, who was in Singapore yesterday, told Marketing.

"There will be a hunt for growth in Asia Pacific, China, India, Russia, the Middle East and Mexico for the next two years. Asia Pacific will see growth slow down [in 2009], but you'll still see growth. It's relative. The region will be OK, but it won't have as high growth as its had in recent years."

Courtier said the agency will also invest in the areas of digital, its sports marketing arm Access, and in data and consumer insights.

"You have to invest Asia Pacific because it's the growth region. We have to invest in those areas where you can get a good growth return," he said.

Courtier said 2009 will be a "difficult" year, with a huge amount of caution in the market as to what will happen next.

"2006 - 2007 were particularly good years for us, 2008 was not a particularly good year for anybody. 2009 looks very difficult. It's a cautious time. Singapore and Asia Pacific will be affected, but less than the rest," he said.