Aegis Media, one of the world's largest media and advertising firms, is betting on growth in new media advertising to help generate more than 51 per cent of the group's revenue from online media-related businesses, the company's global chief executive Mainardo de Nardis told Media Eye.
Having generated 22 per cent of its revenue from online businesses in 2006, the owner of Carat, a London-based media agent and Isobar, a leading digital-media services agency, claims to have first-mover advantage in the online digital marketing field.
'The market is changing as many consumers are spending more time on the internet and using mobile phones. Advertisers should follow their customers' needs and create a platform for them to reach their target audiences,' Mr de Nardis said.
In the Greater China market, Carat explores online opportunities through wwwins Consulting, a digital media agency with a presence in Hong Kong, Beijing, Shanghai and Taipei.
The company's clients include Coca Cola, Adidas, HSBC and Kentucky Fried Chicken.
Carat has also extended its footprint in the mainland market by acquiring a Shanghai-based business-to-business online marketing firm.