Asia is leading the way in new media and interactive marketing, according to Ian Rowden, chairman and CEO of Saatchi & Saatchi Asia/Pacific. "Internet users have topped 160 million in China and 50 million in India. And the numbers of minutes online via fixed or mobile lines are double what they are in the US. With those numbers, old agency models have to be radically rethought," Rowden said.

In many key areas, Asia is far ahead in the acceptance of new media as a platform for ideas-driven marketing, added Rowden.

"We've got more than 44 million mobile Web users in China alone, and huge numbers in more embedded countries like Japan, Korea, and Singapore. Our clients know this, and are asking for relationships that are based around new media and interactive strategy".

Rowden sees a watershed moment for the region and intends to have Saatchi & Saatchi Asia/Pacific poised to take fullest advantage of it. "Asia/Pacific is really a beacon for the rest of the world when it comes to embracing an integrated new media strategy. That's what makes the region so exciting at the moment.

"In the future, our client teams will be structured around a strongly interactive, new media core", continued Rowden. "As a company that sets itself apart on the strength of its ideas, we need to lead the way in opening new channels for people to interact with the brands they love".

With the advent of this new business model clients of all sizes in Asia/Pacific will also see the benefit of globally linked new media teams working for them. "Our Asian clients will have in-market teams growing intimate with their customers, supported by new media expertise sourced from around the global Saatchi network," said Rowden. "These cross-border, cross-disciplinary teams are a completely new way of approaching advertising. They can give our smaller, growing clients instant visibility internationally, and our global clients laser-sharp focus in local markets."

Len Rust is publisher of The Rust Report.