Dentsu, Young & Rubicam (DY&R) Thailand expects billings to grow by
18 per cent this year to two billion baht (US$53.6 million)
thanks to 10 new accounts won late last year.
The company was successful on 80 per cent of its pitches, adding a mixed
portfolio of MNC and local corporate clients to existing accounts.
New international accounts include Ovaltine, Mittweida beer, Nike,
Amway, Samsung, Conoco (jet petrol products) and Honda, while local
accounts are MK restaurants, Siam Cement (corporate image) and UBC cable
television.
DY&R executive brand planning director Sasie Vadhanapanich admitted the
new target was "very aggressive, but it should be possible with the new
accounts we have won".
"There is a return of confidence in the Thai market fuelled by serious
consumer spending on lifestyle items. Research we did for Honda showed
Thai consumers intend to buy big ticket items this year," she said.
This has given clients added incentive to increase adspend to capture
greater market share.
She expected new accounts would be worth an additional 300 million baht
during 2000.
According to Ms Sasie, a TV campaign launched last November for Samsung
exemplified this dynamic new optimism.
"(Samsung is) being very aggressive to win market share and help build a
positive corporate image," she said.
"The concept is to dilute the Korean connection in Thailand to make it
more international, more stylish and appealing to a new class of
consumers."
She attributed the company's success to its brand communica-tions
strategy adopted two years ago, that helped fuel a 10 per cent increase
in business during the first six months of 1999.
