In fact, it has now been more than six months since the account came up for renewal and the protracted process is turning into a bit of a yawn.
Of greater interest are regular updates on the national carrier. The airline has hardly been out of the newspapers, as it struggles to come to terms with the new political agendas that have been brought to bear by the incoming Government and the prospect of privitisation.
In the post 9/11 world, there is a degree of sympathy for airlines, which have taken a serious body blow as wary travellers cancelled flights. THAI's woes have, however, been further compounded by the political manoeuvring and personnel restructuring under way at many of Thailand's state institutions, including the Tourism Authority of Thailand (TAT).
Back in November last year, the official word blamed a senior management reshuffle for lengthening the pitch process. THAI's creative manager, Udomvit Krishnamara, said that all pitches were to be delayed, as there were a number of policies still under consideration due to the restructuring at the airline.
Since then, a new president, Kanok Abhiradee, has been appointed and the process appears to be making some headway.
"The pitch process is getting under way (in early June), confirms Barry Daniel, senior vice-president and group client service director at J.
Walter Thompson, the incumbent agency handling THAI's international advertising.
Up to 10 agencies are lining up to bid for the international and domestic business, a number that will be pared down to six to present to the airline's board.
However, while the exact parameters of THAI's brief to agencies are not fully known, it is understood that there will be a shift away from the brand-driven campaigns the airline pioneered following its landmark 'Everydayland Thailand' campaign for Visit Thailand in 1987.
JWT's Daniel offered a glimpse of what might be in store: "We can't just continue running brand advertising. We need to inject more hard sell and urgency. It needs a complementary promotion. It needs to be more specific."
Branding campaigns are all the rage in Thailand, as companies grow in sophistication in their approach. The latest campaign that wowed observers came courtesy of European-Thai telecom joint venture, TA Orange. Armed with US$35 million, the firm recently launched a campaign that focused on people first rather than on products.
However, while the brand takes first place in TA Orange's launch, it still plays a critical supporting role for the operator's hard-nosed promotions, delivering these in a stylish and customer-friendly manner.
To many observers, TA Orange has got the balance right. And this is perhaps what is required at THAI - the carrier needs to redress the balance.
The airline that has always prided itself on selling the destination first and the airline second, may be heading for a pretty dramatic U-turn.
Providing another clear indication that changes are in store is THAI's advertising manager himself, Serm Phenjati.
"The foundation has always been to take the best of traditional Thailand and create a modern visual image. However, this time around we are looking for something more direct."
This should not actually come as too much of a shock given the TAT's new approach under Dentsu Thailand. Leo Burnett successfully created the memorable and very strong Amazing Thailand brand, but the TAT is moving to now combine the brand with tactical arrivals and revenue-generating campaigns, says Dentsu executive director, Cherngchai Poovaviranon. It may be part of a high-level directive to the nation's top travel and tourism bodies to sell the country harder as it seeks to generate maximum revenue from a key foreign exchange-generating industry.
However, despite all its troubles, in one way THAI is in a strong position.
Armed with one of the strongest brands in Asia they have created an enviable foundation from which they can now reap some financial rewards.
