| Journal Call no. | P92.A7M45 |
|---|---|
| Author | Chan, Yvonne. |
| Article Title | 'An agency based on common sense' / Yvonne Chan. |
| Is Part Of | Media : Asia's media & marketing newspaper ; 22 Nov 1996, p.42, illus. |
| Abstract | The campaign wins by M&C Saatchi - including Hongkong Bank, NBC, and Aetna Insurance - begs the question: How can a small agency with fewer than two dozen staff service such major accounts? According to M&C Hong Kong chief executive officer Mike Moszynski, it's a matter of focusing the agency's talents and strengths. He uses the regional Hongkong Bank campaign as a case study to illustrate his points. |