DYR Thailand forecasts 18% growth in 2000

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