Dentsu reels in Thailand's international tourism brief

BANGKOK: The Tourism Authority of Thailand (TAT) is poised to appoint Dentsu and Siamese D'Arcy to its international and domestic accounts respectively following a lengthy pitch process. Separate pitches were conducted for the international and domestic accounts because they required different briefs and the (TAT) wanted to give domestic agencies a chance. Siamese D'Arcy pitched against Kantana Group, Cool Dee and Batey Ads; while Dentsu pitched against Siamese D'Arcy and McCann-Erickson. International incumbent Leo Burnett declined to repitch. Siamese D'Arcy was well placed to pitch for both because it is part owned by local founders - Pandis Diskul and Vichai Suphasomboon - said Bill Hickman, Siamese D'Arcy's executive director. But it would have been a challenge for domestic agencies to pitch for the international brief as it required having a global network to service the account, he said. Dentsu plans to launch its first international campaign for TAT around December, coinciding with the peak tourism period. "The brief was about getting tourists to stay longer in Thailand so we showed a lot of strategies and ideas around that," said Kazuhiro Nobuta, Dentsu MD. The upcoming campaign will retain Burnett's "Amazing Thailand" tagline.

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