CIA and OMD split telecom account

However, it is unclear how the pair, which outgunned incumbent Initiative Media in a three-way shootout, would split the account and the ad budget.

It is believed that the brief will be divided up into product promotion and branding. Telecom Asia billings totalled US$4.5 million in 2001, but observers expect the budget will balloon this year because of escalating competition.

It is believed the account will be divided equally between the two media agencies, said sources. The full brief covers an integrated media campaign to promote Telecom Asia's voice and data line services, as well as its brand.

CIA Media Innovation managing director, Prasert Eamrungroj, said it was CIA's ability to creatively use media that won the agency the business.

"Telecom is a very aggressive market in Thailand and one in which you have to be highly creative with the use of media,

he said. "Most telecom brands invest in mass media, which may not be the way forward for Telecom Asia, as it is focused on Bangkok. So we are looking at media for Bangkok and new media to create an impact for the brand."

The telecom industry was the highest spending category last year, with a spend topping US$50 million. The entry of CP Orange with a budget understood to exceed one billion baht (US$22 million) will help the category grow considerably this year. "This appointment is testament to CIA's unique business proposition of bringing to the forefront the multi-dimensional relationship between the brand, the consumer and the media channels,

said Prasert. "CIA's strategic input and thinking integrates media as the essential part of the brand building process."

TelecomAsia is the largest operator in the fixed telephone line business in Thailand, with 2.6 million fixed lines in Greater Bangkok. It recently unveiled a television and print campaign, which will be followed in February with another campaign using different media. Grey Thailand retains the advertising brief.