BANGKOK: Grey Worldwide has won the Telecom Asia account, with
estimated billings of US$4.5 million, and has since rolled out a
television campaign for the client.
The account was won following a three-way pitch, but the client declined
to disclose agencies involved.
The brief covers advertising and direct marketing to promote usage of
the company's voice and data lines - both narrowband (Click TA) and
broadband (TA Express).
A spokesman for Grey attributed the agency's win to the company's
credentials and experience servicing other telecommunications accounts
in Asia.
"We handle a telecom account in Malaysia," said the spokesman. "We have
expertise and understanding in the group," he said.
The spokesman added that the agency's size and make-up also helped
convince the client of its service and all-round marketing capability.
"We are a mid-size agency so we can give the account high service
priority, something larger agencies cannot do.
"Moreover we have four companies in Bangkok, even though we are small,
we can provide integrated marketing communications for them."
TelecomAsia has the Government's largest concession of fixed telephone
lines in Greater Bangkok, with some 2.6 million lines.
The television and print campaign, which has since been unveiled, will
be followed shortly by a direct marketing campaign.
While plans for the direct marketing drive are under wraps, Grey's
partner company Grey Direct Interactive, will handle this aspect of the
campaign.
