Fallon Worldwide is launching three new offices in Sao Paulo,
Singapore and Hong Kong, despite the downturn in the advertising
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
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
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.