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The House Worldwide’s Asia strategy

Peter Rawlings, former COO DDB Asia will be heading up the Singapore branch of the newly launched global communications network The House Worldwide.

The network also has plans to expand into other markets such as China, Indonesia, India and Australia, Rawlings told Marketing.

Meanwhile in Singapore, while the office plans have already been set, no core marketing team has been put in place. He was quick to add that several candidates have been short listed and final processes are underway for the selection of a business lead in Asia.

“Compared to markets such as Hong Kong, London or New York, Singapore seemed more dynamic and many clients are moving in this direction. It has a larger base of Multinational Corporation’s who are trending this way,” Rawlings said.

While the network is actively looking to acquire new businesses specific to Singapore and the region, it will leverage on current global clients for the region. Many of its global clients have a presence in the Asia region, said Rawlings.

While The House’ networking business model bears similarities to that of recently set up agency Host, Rawlings said that it differs because The House is independent. Also he said:” Our partners are identified based on knowledge and personal relationships we have had with them in our years working in Asia.”

Host is 51% owned by Havas.

A stream of agencies such as Naked Communications, Red 212, Kitchen 8, Change, Prime PR, ToscaHouse, Noah London and others will be working with The House.

Rawlings was last based in Hong Kong with DDB for three years. Prior to that, he was regional chief financial officer of Leo Burnett Asia Pacific and was working in the region since 2001.

Others in the core team include co-founder Richard Pinder (pictured), Chris Chard former CSO Lowe Worldwide and Ben Stobart, former SVP Leo Burnett Chicago, along with a network of agencies and creative talent.

Some of its global clients include Lego, Kikkoman, Maserati, Canon, Microsoft and others.

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