Friday, August 21, 2009

The return economics

Global recovery has started, says IMF

(WASHINGTON) The global economy is beginning to recover from the worst recession since World War II, one that has left 'deep scars' likely to affect consumers and
businesses for years, said Olivier Blanchard, the chief economist of the International
Monetary Fund (IMF).

'The recovery has started,' Mr Blanchard said in a paper that the Washington-based lender released on Tuesday. 'The crisis has left deep scars, which will affect both supply and demand for many years to come.'

He said that the financial crisis had made Americans more

conscious of 'tail risks' - events that are unlikely to occur but when they do, have devastating consequences.

That means that US consumers are unlikely to return to their free-spending ways, and both the US and its trading partners will have to adjust. Emerging Asian countries, especially China, must play a big role.

'From the point of view of the United States, a decrease in

China's current account surplus would help increase demand
and sustain the US recovery,' he said. 'That would result in
more US imports which would help sustain world recovery.'

Mr Blanchard: Notes that But in order for China to boost domestic demand, it will need to

the crisis has left deep scars provide a stronger social safety net and increase household

which will affect supply and access to credit, which will encourage its consumers to save

demand for years to come less and spend more.

'Both higher Chinese import demand and a higher (yuan) will increase US net exports,' he
said.

The IMF, which has rescued economies from Pakistan to Iceland in the past year, is

advising officials around the world to keep economic stimulus programmes in place no longer than necessary to chart a path to sustainable growth.

In his paper, Mr Blanchard says that the process requires a 'delicate rebalancing act'.
Capital flows to emerging markets 'may not fully come back in the next few years,' he
said. While most economies may expand for the next few quarters, 'growth will not be quite strong enough to reduce unemployment, which is not expected to crest until some
time next year,' he said.

Mr Blanchard cautioned that rising government debt levels, particularly in advanced

economies, mean that fiscal stimulus programmes cannot continue for 'very long' unless private consumption and investment replace public support for growth.

'All this means that we may not go back to the old growth path, that potential output may
be lower than it was before the crisis,' he said in the paper. 'Sustaining the nascent
recovery is likely to require delicate rebalancing acts, both within and across countries.'

A sustained global recovery may hinge on the ability of nations in Asia to boost domestic demand to levels that help US exports, he said.


'The United States was not only at the origin of the crisis, it is central to any world recovery,' he said.

An inability or unwillingness by China, Japan and other Asian economic powers to reduce their current account surpluses may lead to a slower US recovery and political pressure to pump in more fiscal stimulus and borrow more, eventually raising questions about US
inability to trim debt.

'Fiscal deficits might be maintained for too long, leading to issues of debt sustainability, worries about US government bonds and the dollar, and causing large capital flows from the United States,' Mr Blanchard said. 'Dollar depreciation may take place, but in a
disorderly fashion, leading to another episode of instability and high uncertainty, which
could itself derail the recovery.'

In the short term, most countries will see positive economic growth for the next few

quarters, Mr Blanchard said, although it will be probably too tepid to reduce

unemployment, which is not expected to crest until some time next year. -- Bloomberg, Reuters

Friday, August 7, 2009

SPE Networks' viewership spikes

Singapore - SPE Networks has registered viewership growth for the second quarter in a row, for its two landmark channels AXN and Animax across Asia.

Compared to Q1 of 2009, this quarter saw AXN experience strong viewership growth of 19%, with a 25% growth for the 6pm-1am primetime slots. Tthe channel's strategy of targeting the upscale and affluent has resulted in PMEB viewership jump of 13% for the full day and 19% for primetime.

Meanwhile, Animax, Asia's first anime channel brand, also locked in, among its target audience of youth viewers aged 15-24, a 10% viewership increase for the full-day.

"TV viewing will see significant increase especially during challenging economic times. We will build on our success to ensure the momentum continues even as we see the economy possibly turning the corner," Ricky Ow, senior vice president & general manager, SPE Networks - Asia, said in a statement.

Volkswagen goes viral for the love of speed

Volkswagen has rolled out a series of viral videos and launched a minisite today to promote the new generation of Golf GTI targeting performance car lovers.

This is the first campaign since McCann took over the business from DDB early this year, which focuses on using online media to reach out to a much wider but targeted audience in car related forums and via the web.

The mini-site, which rolled out today features a number of viral videos themed "For the love of speed" that include the fastest rice cake making chefs from Japan, undress in five seconds, the world's fastest cup stacking champion and minute painter.

The digital campaign that runs on Yahoo and Atnext includes TV spots, ads in newspapers, on outdoor billboard and radio.

Mediacom handle media buying and planning for this campaign.

National Library Board on agency lookout

Singapore - The National Library Board in Singapore has announced a tender looking for an agency to develop an integrated online campaign for its Speak Good English Movement (SGEM).

The concept of the campaign is to engage the target audience of 16 to 40-year-old Singaporeans with a story that plays out on new media. Language content and key messages will be weaved into the story.

The SGEM 2009/10 will be launched this month, celebrating the Movement's 9th anniversary.

The movement was officially launched in 2000 by then Prime Minister Goh Chok Tong. Starting from 2003, the SGEM kicks off annually with a launch followed by year-long programmes and activities at schools, libraries and partner organisations.

Lifestyle Asia expands web offering to Manila

Luxury publishing group Lifestyle Asia has struck a joint venture deal with Manila-based boutique PR and ad agency Thinline to launch its online magazine in the Philippines.

Lifestyle Asia Manila will cover all areas of lifestyle but focus on fashion, wine and dine, and nightlife. The company said it has already received more than 3,000 subscribers from the Philippines.

Manila is currently the fastest developing internet market by percentage with a large English language population that Lifestyle Asia hopes to tap into.

Lifestyle Asia founding partner Sebastian Svensson said the collaboration with Thinline will help to establish a client base and make inroads into Manila's events and nightlife scene.

He said Canon had already signed on as a sponsor for the launch.

The move is part of an expansion plan which kicked off in November last year when the company shifted its focus from a Hong Kong-only title to an Asia-wide offering.

In April last year the company expanded its services to Singapore and in August launched in Bangkok. China is also expected to be on its radar.

Svensson said Hong Kong and Singapore were faring well and said he was confident Manila would take off.

"We have the advantage of first to market," he said.

HPB picks Tribal DDB for digital

Singapore - The Health Promotion Board has appointed Tribal DDB to manage and deliver integrated services for its adult and youth programmes across new media platforms.

The decision comes after a pitch that was called in April this year. The tenure of the contract is said to be for a year.

This also marks the latest win by Tribal DDB, after a slew of new business like Changi Airport Group, ION Orchard, Marriage Central and Uniqlo in the past few months.

"Health programmes require the right mix of grass root marketing and technology to create a better impact. We are thrilled with the appointment and we will be co-creating new channels of communication with the HPB," Jeff Cheong, head of Tribal DDB, said.

DDB and O&M are creative agencies for HPB's youth and adult divisions respectively while Mindshare is its media agency.

Doremus names Choy to lead Hong Kong

Doremus Hong Kong, part of the Omnicom Group, has hired Mary Choy (pictured) as managing director to replace May Song who is taking a "learning sabbatical".

Choy will officially begin her role on 26 August.

She will be responsible for overseeing the company's operations and building new business.

Doremus CEO Carl Anderson said Choy's strong background in financial services and technology plays well to Doremus' strengths in serving these important sectors.

"With her at the helm, Doremus Hong Kong is perfectly poised to help its clients succeed in this challenging market environment," he added.

Choy will report directly to Anderson and Richard Beccle, group managing director Asia Pacific for Doremus.

She was formerly marketing director for Jardine Restaurant Group overseeing the Pizza Hut brand.

Before that, Choy was general manager for JWT and also worked as Asia Pacific director of client services at FCB on the Nortel Networks and Motorola accounts.