Wednesday, January 26, 2011

廣告界轉轉轉

傳媒市場鬧哄哄之際,廣告界其實經已掀起翻天巨變,各大廣告公司的管理層像玩旋轉木馬般,你走我上,我跳出你進入,轉了一圈,一切已經面目全非。

例如Interpublic廣告集團旗下的廣告公司優勢麥肯(Universal McCann),其媒介購買總監(Buying Director)葉錦榮(Derek Yip)將會離開公司,小休後,最快可望於3月返新工,原來加盟OMD。無獨有偶,優勢麥肯前業務發展總監王嘉訓(Gary Wong)離開公司一段時間後,亦已成功物色到新東家,竟然也是加入OMD,現正擔任業務總監一職。

OMD目前在全球97個國家擁有超過8,000名員工,但仍然不斷吸納人才,最新鮮滾熱辣的,還有關雪儀(Shirley)剛離開舊公司,轉頭可能於新公司OMD上班。此外,Roid Sin(冼勝初)也休戰一段短時間後,似乎亦已充足電,可以再上陣搏殺,同樣加入OMD,擔任總經理的職位,可見OMD在短時間內增添4名好手。

當然,優勢麥肯連失多名猛將後,亦不會坐以待斃,成功邀得離開了這個行業一段頗長時間的資深廣告人馮英才(David Fung)加入這個大家庭,出任業務總監。

其實,優勢麥肯坐擁不少大客戶,最著名的莫過於美國微軟(Microsoft)了,而最近便傳出微軟正評估其總值約10億美元(約78億港元)廣告開支,包括會否花在優勢麥肯以外的其他廣告公司,成為熱門話題之一。

儘管微軟市務總裁(Marketing Chief) Mich Mathews剛向Advertising Age指,有關檢討實屬「例行公事」,但她又談到,新媒體如曾獲Google垂青的團購網Groupon等,會否成為廣告夥伴,可見優勢麥肯也要想辦法,保持這段客戶關係吧!

除此之外,Maxus這間成長快速的公司也招兵買馬,成功找來兩名好手,齊齊於本月過檔,當中包括在OMD做總經理的陳家穎(Caroline),出任董事總經理,而Stanley Ngai則會成為該公司副總經理。他曾於MediaCom負責業務總監的職務。

其實,一間公司的管理高層除了希望業績佳之外,營運得法也可減少不必要的煩惱,特別是員工更替問題,像被Advertising Age選為內地年度廣告公司之選的DDB中國,內地員工數目由最初的32人,擴展至今日的320人,而本港也有160人,但最厲害的,是竟成功將員工更替比率(Staff turnover),從09年的35%,顯著下降至去年的18%,明顯已改善了員工流失情況。

更加需注意的是,在內地環境下,現時員工隨時跳槽去更好職位,早已成為家常便飯,該公司仍然能夠維持較穩定的團隊,難怪他們去年營業額能夠大升27%,而稅前利潤更三級跳,暴漲1.5倍之多。

(於1月26日刊於《am730》)

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