MANILA, JUNE 28, 2013 – Performics, the performance-based marketing network owned by Publicis Groupe, will launch in the Philippines this evening, its sixth operation in Asia.
Global CEO Daina Middleton and Asia Pacific managing director Gareth Mulryan were in Manila for the launch. Sister network ZenithOptimedia Philippines’ digital team will shift to Performics, which will operate under the media shop’s umbrella.
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“ROI does not show up when clients choose an agency but when they let an agency go they say it’s because they were looking for ROI,” said Middleton. Eager Philippine marketers swamped Middleton, the author of Marketing in the Participation Age, after her session on performance-marketing at Friday’s Philippine Marketing Association conference.
Launched in 1998, Performics provides performance marketing services across paid, owned and earned media and derives more than 25% of its revenue from delivering to clients’ performance targets.
The Philippine launch comes as search begins taking off in the market after a slow start. ZenithOptimedia’s digital director Albet Buddahim said the agency’s real estate, auto and FMCG clients were starting to allocate a greater share of their marketing spend not only on digital but on search as well.
One real estate client recently made a full-year commitment to spend half of its more than 10% digital media budget on search. “With search, they can be always-on because you never know when consumers suddenly have the funds, from say a bonus, to make a down payment,” he said.
By making the ROI case, sometimes through live demonstrations, Buddahim said the agency was able to persuade clients to invest more of their budgets online and on search and social media.
ZenithOptimedia has been ramping up its digital capabilities in line with ‘Live ROI’ proposition launched across the world last year. It has invested in Advanced Google AdWords training for its eight-person digital team.
Mulryan said Performics will likely open in Hong Kong and possibly Korea this year having spent most of last year consolidating its regional offer following its five-market Asia Pacific debut in 2011.
“Google’s launch here tells us there is a market for search here,” Mulryan said of the search titan’s launch of a sales office in the Philippines earlier this year.
