The win, valued at US$35 million, is seen as a massive coup for the media house as the account is one of the biggest in the country.
The three-way pitch involved Initiative Media and Carat, a process brought about by a business review by the client. DTAC group marketing director, Wanna Swuddigul, said: "OMD provided very clear leadership during the pitch in the critical areas of strategic media planning, creativity, quality of operation and people. There was no creative review, and the account will remain with Bates and BBDO.
The win propels OMD into third place in media billings behind MindShare and Initiative Media. OMD Thailand managing director, Martin Dufty, said: "I believe that this appointment will prove to be a seminal moment in the development of OMD Thailand as Thailand's premier media brand."
OMD's brief is to take DTAC beyond awareness and meet business goals.
Recent quasi deregulation and the plummeting of handset prices have further fuelled the contest for subscribers, currently estimated at 10 million.
