DYR Thailand forecasts 18% growth in 2000

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.

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