The agency was handling its personal loan and sale finance before the pitch was called in December last year. “GE briefed agencies to present a corporate brand strategy suitable for the tough economic and political conditions in Thailand,” said Pongsuree Asanasen, managing director, Creative Juice\G1 Thailand.
Other agencies involved were BBDO Bangkok, which handled GE Money’s Auto Loan and Credit Card business, and Leo Burnett, a new entrant.
Though tightlipped about the budget, Asanasen added: “We will be involved with GE right from the point a campaign is developed. We develop creative business ideas that will increase revenues for the clients, not just advertising ideas.”
GE Money lags far behind its rivals, with one per cent of Asia’s consumer finance market. However, GE executives say the region is the company’s top priority. David Nissen, GE Money’s president and CEO recently explained: “We are trying to move our centre of gravity to Asia. The growth rates in Thailand are double what we have in the mature countries of Europe.”