Fallon opens trio of global offices

Fallon Worldwide is launching three new offices in Sao Paulo,

Singapore and Hong Kong, despite the downturn in the advertising

market.



The three agencies are expected to be fully operational by January next

year. They will complement Fallon's existing offices in Minneapolis,

London and New York. They will follow the model set by Fallon when it

launched in London and use management poached from local agencies.



It is a difficult time for Fallon to undergo global expansion as its

main global client is United Airlines, which like all airlines is facing

difficult trading conditions in the aftermath of 11 September.



However, Pat Fallon, the chairman of Fallon Worldwide, said: "These

creativity centres will make up a highly collaborative type of global

network that champions a strong local expression of our brand, as well

as a consistency of standards for our clients."



Fallon Sao Paulo will be run by three well-known local advertising

figures.



Marcelo Aragao joins from Almap/ BBDO as the creative partner. He has

won Brazil's most prestigious TV campaign award six times in a row for

clients such as Brastemp/Whirlpool, Semp Toshiba and Santista.



Eugenio Mohallem, the former creative director of Almap/BBDO, also joins

as a creative partner.



Mohallem has won nine Cannes Lions and other international awards for

clients such as Apple, Volkswagen, Sharp and Samsung. They will be

joined by the business partner Roberta di Pace, a former general manager

of Talent Comunicacao.



Fallon's Asian agencies in Singapore and Hong Kong will be led by three

partners. The former Fallon New York and Saatchi & Saatchi creative

Calvin Soh becomes a creative partner, along with Yang Yeo, formerly of

Bartle Bogle Hegarty Singapore and London. They are joined by Chris Lee,

the founder of Design Asylum and formerly of Ogilvy & Mather

Singapore.



Fallon London is being held up as a template for the new offices.

"London is the role model for us. Being independent and locally

controlled has worked for those guys. Creative and business results are

at the heart of what they do," Fallon said.



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