The first social community app about Cambodia. Find your favorite places, pictures, description, events in town, pics of passed events. Android is available online and IOS will be submitted soon.

http://www.leboost-cambodia.com

Ad Communication has big plans. Sitting at his desk in a modern office building on Phnom Penh’s Monireth Boulevard, Cedric Gertgen, the company’s director, optimistically talks about the advertising/communications agency’s plan for the next three years. “The plan is to compete with the biggest agencies in Phnom Penh,” he says confidently.

To meet that objective, the company has been busy hiring new staff, including an art director from overseas, and training employees to ensure they can handle all the tasks that are needed for the expansion. The company is also pushing to get more clients, spending more money on resources and hiring a filmmaker to create TV ads. The company itself has recently undergone a transformation from a graphic and web design firm into a fullservice communications agency. While the company still creates ad slogans and offers the same services as in the past, it now also helps companies with their advertising and communication needs.
If the name “Ad Communication” doesn’t ring a bell, it’s because Gertgen’s firm used to be called Around Design. He chose the new name to reflect the fact that the company now offers a wider range of services.

Around Design was launched in January 2008 and success came fairly quickly.
The company landed a contract with ABA Bank to create ad slogans that showed up on billboards across Phnom Penh, including “Let’s Grow! with ABA business loans,” and the more recent “Let’s Drive! with ABA car loans.”
Aside from ABA Bank, Around Design also landed contracts with the Sofitel hotel chain from France and Société Concessionaire d’Aéroport (SCA), the French-Malaysian venture that operates Phnom Penh International Airport. A French national, Gertgen admits that being from France was helpful in securing contracts from French firms.
But operating as an advertising firm primarily focused on graphic design eventually proved to be challenging. The competition, often freelancers and printing houses, was able to offer services at a cheaper rate.
That prompted Gertgen to recreate his company to include assisting companies with their advertising strategies. And in the last few months, the push has been on to get the word out about the company’s rebranding and that it’s no longer just a graphic design firm.

The fact that Gertgen has been operating in Cambodia for about six years has given him a strong understanding of the local advertising market. “Only when you understand the local market can you be efficient,” Gertgen says. Having studied graphic design and then cinema in Paris, after graduation Gertgen embarked on a busy career as a freelance graphic and web designer in France and eventually Australia. It was during his time there that he began to visit Cambodia and study the advertising market in Phnom Penh. Finally, he decided to move to the country and start a company. In the early days, about 70 percent of Around Design’s clients were from France. These days, overseas clients account for about 20 percent of the company’s contracts; the rest are Cambodian. The company started out with three investors and one more recently came on board, allowing Gertgen to begin expanding the firm’s existing services. Ad Communication is one of the only independent advertising/communication agencies in Phnom Penh. As Gertgen points out, most ad firms are part of larger groups with operations in other markets in Southeast Asia and elsewhere. “When they’re part of a group, they’re more powerful,” he says.

Companies which are part of larger groups have the option of bringing in staff from other locations such as Vietnam to handle local projects. He doesn’t rule out the possibility that Ad’ Communication could someday be absorbed by a larger player in the field. In the meantime, Gertgen is busy with the expansion. Part of that involves training staff as there is no school in Phnom Penh that offers a full course in advertising. “The advertising market is still very new in Cambodia,” Gertgen says. The company recently began producing Leboost, a small booklet with paid reviews of restaurants, bars, clothing stores and other businesses in Phnom Penh. So far, Ad Communication has 80 clients taking out one-page reviews in Leboost. Over the past four years, Gertgen has been casting glances over at Myanmar, and as the country of 60 million opens up, many business people like him believe there’s a lot of potential there. Despite all the time spent on building the company and thinking about strategy, Gertgen is still involved in the graphic design aspect of the business, something that’s evident by the massive Mac computer screen on his desk. He guesses that he spends about 60 hours a week in the office and many more hours dreaming about where he wants to take his company.
“I’m very confident,” he says.

Mark Brown e | Economics Today Volume 6, Number 112 | March 19-25 2012

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